Data & Predictive Models

An Industry Specific Toolbox

The 5 Models: Predicting and Perfecting the Visitor Experience

Vision has developed a market-leading methodology — The 5 Models — designed to help attraction operators and management teams create sustainable growth and unforgettable visitor experiences.

Combining in-depth analysis of client data with Vision’s exclusive tourism sector insights, The 5 Models provide a clear roadmap for development, helping destinations understand their market, enhance visitor satisfaction, and secure long-term operational success.

The result?

A data-driven strategy that exceeds visitor expectations, maximizes returns, and builds a resilient, future-proof business.

Experience Models

Vision’s approach evaluates every aspect of the visitor journey by identifying product gaps, proposing experience-driven solutions, and assessing site capacity to ensure the business model is viable. It determines the optimal number and mix of experience components and facilities. From restaurants & retail to rest areas and amenities. While forecasting the overall quality and value of the experience the attraction or destination can deliver.

Quality Experiences Drive Growth

Exceptional visitor experiences generate higher yields and attract more visitors. At Vision, our proprietary modelling software, X-MOD, brings a scientific foundation to the art of experience design.

Developed by social psychologists, scientists, and industry experts, X-MOD draws on deep insights into visitor behaviour, market trends, and demographics to evaluate what truly shapes an outstanding experience.

Recognizing that every visit is a blend of place, infrastructure, services, and storytelling, X-MOD assesses key factors such as value for money, experience quality, psychological appeal, and learning impact. The result is a clear, data-backed picture of strengths, weaknesses, and opportunities for improvement.

With X-MOD, we benchmark your attraction’s performance locally, regionally, and nationally providing actionable insights that feed directly into Vision’s 5 Models framework to guide sustainable, experience-led growth.

Market Models

Vision conducts in-depth market analysis to define the true potential of a destination or attraction. This includes assessing market size across residents and tourists, forecasting visitor numbers, and benchmarking performance against comparable sites. By analyzing key market segments and their psychographics, identifying unmet demand, and evaluating competitors, we uncover actionable insights that drive smarter investment and strategic growth.

Understanding Your Attraction’s True Potential

Vision’s Market Model reveals whether an attraction idea is viable by analyzing market size, competition, and visitor psychographics. Going beyond traditional data, it combines brand values, investment, and experience quality to deliver clear, evidence-based projections and uncover real growth opportunities.

Business Models

Vision’s Financial Model evaluates pricing, income generation, and funding strategies to determine the project’s financial viability. It explores all revenue streams, from ticketing and retail to accommodation and activities, while assessing funding options, ROI, KPIs, and subsidy reduction models to ensure long-term sustainability.

Turning Vision into Reality

The Vision Business Model takes a 360° approach to assess the potential success of any concept or attraction. It represents the collective output of our proprietary 5 Models a unique, iterative process that refines data until a stable and deliverable business case emerges.

Each model is interconnected: the Market Model estimates potential footfall, the Experience Model defines visitor needs, the Space Model calculates spatial requirements, and the Cost Model projects investment levels. These insights come together in the Business Model to deliver a realistic, profitable, and sustainable plan.

Whether developing a new attraction or optimizing an existing one, Vision helps clients—across private, government, and charitable sectors craft strategic business plans that drive growth, reduce costs, increase income, and ensure long-term sustainability.

Space Models

Analyzes the master plan to determine the area required to engage and accommodate all visitors, assesses visitor flow and circulation throughout the site, and provides recommendations for improvement and enhancement.

Optimising space to create a seamless visitor experience

The Space Model analyses the master plan and provides essential insights into how much space is needed to engage and entertain visitors. It assesses visitor flow and circulation on design, busy, and peak days to ensure a balanced and enjoyable experience for everyone on site. The resulting recommendations help develop an effective Visitor Flow Management Strategy. A Tracking or Predictive Tracking Study is often conducted alongside the Space Model to further refine the results.

Cost Models

The Cost Model provides baseline costs for all components of the development plan and estimates the investment required to implement it. The process is iterative, allowing adjustments to ensure the proposed plan is achievable within budget. The model also outlines the phasing of investment, supporting a sustainable and financially viable development strategy.

Enabling confident business decisions

The Cost Model helps clients understand the key drivers of their costs and optimises plans to achieve the best value for money.

For a new attraction, it provides baseline costs for all development components and estimates the investment required to implement the plan. The process is iterative, allowing different scenarios to be tested and ensuring proposals remain achievable within budget. For existing attractions, the Cost Model informs decisions on new components, experiences, or potential changes.

Once finalised, a sustainable and profitable Cost Model becomes an integral part of business plans, budgets, and ongoing financial management.