A visitor count tells an attraction how many visits it recorded. It does not explain who is travelling together, how they arrived or when they decided to book. Those questions can make the difference between a generic welcome and information that fits the visit.
At Cliffs of Moher, the LiquidEdge guest registration journey includes questions about visiting party, transport and booking timing. We examined recorded new email-account profiles associated with the attraction for January–August 2025 and the same months in 2026.
The comparison covers 40,537 qualifying profiles in 2025 and 29,284 in 2026. These are participating account registrations, not total visitors, unique people or a representative visitor survey. Percentages below use the recognized answers to each individual question.
Three patterns worth investigating
| Recorded answer | Jan–Aug 2025 | Jan–Aug 2026 | Change |
|---|---|---|---|
| Visiting with family | 46.6% | 43.8% | −2.8 percentage points |
| Arrived by car | 54.4% | 50.1% | −4.2 percentage points |
| Booked before arriving in Ireland | 41.7% | 45.3% | +3.6 percentage points |
Changes are calculated from unrounded shares. Recognized-answer counts, 2025 / 2026: visiting party 35,962 / 25,770; transport 34,873 / 24,823; booking timing 34,895 / 24,728. Missing or unrecognized answers were, respectively, 4,575 / 3,514, 5,664 / 4,461 and 5,642 / 4,556.
Understand the group behind the connection
Family visits remain a substantial part of the recorded responses, although their share is lower in the 2026 cohort. The share reporting a visit with friends moves in the other direction: from 23.7% to 25.7% of recognized visiting-party answers.
For an attraction, that is a reason to check whether its digital welcome serves different kinds of groups. Family facilities, meeting points and suggested routes may deserve different emphasis. The figures do not prescribe one answer; they give a venue a more useful question to investigate.
Connect arrival information to the journey
The share selecting car falls from 54.4% to 50.1% among recognized transport answers. That does not establish a fall in the total number of visitors arriving by car. It does suggest looking beyond a single default arrival message when planning information for guests who register for Wi-Fi.
A venue could test clearer transport-specific guidance and check whether guests find the information helpful. The practical value is a repeatable cycle: ask a relevant question, examine the responses, make a considered change and measure what happens next.
Reach planning decisions earlier
The share saying they booked before arriving in Ireland rises from 41.7% to 45.3% of recognized booking answers. For a visitor attraction, this is a useful prompt to examine its pre-visit content: what should a guest know before travelling, and where should that information appear?
For an IT provider delivering a white-label guest portal, it is also a concrete way to explain the service beyond connectivity. A branded welcome can support questions tied to the venue's own decisions, with aggregate reporting that the venue can interpret.
Useful evidence, with clear limits
These observations describe the recorded registration cohorts. Participation, the mix of months and data collection can affect the results; they do not prove that the attraction's overall visitor demographics changed. Nor do they show that LiquidEdge caused an increase in bookings, spending or satisfaction.
The comparison uses account-creation timestamps and each account's earliest retained login to infer registration at Cliffs of Moher. Answers are read from the current registration profile, not an immutable history of survey submissions. Included profiles have no recorded modification timestamp, but that cannot rule out every historical change. Returning Wi-Fi logins are not counted as new answers.
We used matching complete months and the three more comparable questions. September's much lower recorded volume in 2026 needs a separate coverage check. Questions about Irish residency and previous visits were introduced later in 2025 and are not used for this year-on-year comparison. Age is also excluded because historical settings could introduce default values.
Start with the decision your venue wants to make
A café might want to understand how guests discovered it. A hotel might want to improve information for different kinds of stay. An attraction might focus on travel, booking and visiting groups.
The useful starting point is not a long questionnaire. It is one clear business question, a branded guest experience and reporting that makes its scope and limitations visible.
Explore LiquidEdge to discuss a guest Wi-Fi welcome for your venue, or a white-label offering for your customers.