Case Study: ZSL Whipsnade Zoo grows visitor numbers with CACI Limited’s market strategy insights

ZSL Whipsnade Zoo - Customer Case Study

ZSL Whipsnade Zoo, one of the UK’s major leisure attractions, worked with CACI Limited to support its growth plans beyond 500,000 annual visitors. The zoo needed a consultative partner to benchmark current performance, understand its catchment and market size, assess visitor profiles and competitor impacts, and help shape a master plan and market strategy for future growth.

CACI Limited ran a two-week market research survey at the zoo, combined visitor feedback with ticketing and other operational data, and profiled the results using Acorn geodemographic segmentation. The analysis identified high-propensity visitor groups, membership versus non-membership patterns, catchment insights, and strategic opportunities for attracting more visitors. As a result, ZSL Whipsnade Zoo gained clear, data-driven recommendations that are now helping inform its master plan and support the growth of its market share and visitor numbers.

ZSL Whipsnade Zoo

Kate Davies

Head of Marketing