Semantic, a company that designs and optimises websites for visitor attractions worldwide, created the LOOP platform to offer a fast new approach to getting visitor attractions online or improving their existing online performance. It allows operators to get their venues online quickly with a site that never goes out of date, thanks to regular releases of new features and capabilities that keep it fresh and engaging for guests.
The platform has gone from strength to strength in 2024, and the team is also ready to respond to industry trends by implementing new features in 2025 to help attractions grow worldwide.
Regular updates keep sites fresh
LOOP was created to solve the challenges attractions face with outdated websites, meet industry needs and help make the website an integral part of the guest experience. In 2024, over 20 new attraction website have gone live thanks to LOOP, which is ideal for museums, theme parks, resorts, zoos, wildlife parks, immersive experiences and more. The tool can help migrate existing attractions or launch whole new experiences.
One of the key benefits for operators is that LOOP enables them to easily add new features as they become available without paying an extra cost for development. Regular updates keep LOOP valuable and allow attractions to stay on top of the latest trends without more investment.
Examples of new features added to the platform this year include interactive maps, advent calendars/offers grid, trigger offer modals, new navigation, header, footer and layout options, horizontal scrollers and panel listing options, seasonal effects and movement, new open times and events functionality, signpost and video embed options, and updated pricing and decoy layouts. That’s along with a host of other block layouts, content options, bug fixes and under-the-hood optimisations.
LOOP core features are all included as part of clients’ subscriptions, so they benefit from thousands of pounds of developments rolled out throughout the year. This also frees up marketers to focus on innovation; when the essentials are covered, attractions can invest their time in higher-value initiatives like personalisation, AI, and future tech.
Meeting guest expectations
Mobile-first isn’t just a trend—it’s a necessity. Mobile optimisation ensures seamless guest experiences and captures on-the-go audiences. It’s also what guests expect – in the UK, 1 in 5 adults only use a phone to go online. This means that attractions need intuitive systems that work. LOOP’s simple, user-friendly tools let marketers focus on results, not figuring out complex technology.
Websites can (and must) be part of the whole guest experience. The website sets the tone for the attraction, integrating pre-visit, on-site, and post-visit touch points. Guests expect websites to feel fast, engaging, and app-like. Optimised components and interactive elements make websites stand out and match modern user expectations.
The attractions industry is constantly evolving, and so attractions need websites that keep pace. With LOOP’s scalable, flexible platforms, operators can ensure their digital presence grows alongside the physical attraction.
One happy LOOP user is Crealy Theme Park and Resort in Devon, UK. Jodie Hodgkins, sales and marketing manager, says:
“We’re 9 months on from launching our LOOP site, and it’s been great to see all of the updates, new features and enhancements that the Semantic team has been adding, all within our package at new extra cost.
“It feels like the site is constantly evolving, and what’s more, we don’t have to take huge amounts of time trying to work everything out. Semantic have been working with attractions for so long that it feels like they just get it straight away. Highly recommend for anyone looking to get their website rebuilt!”
Solving website challenges
Reflecting on LOOP’s growth so far, Neil Lewin, managing director of Semantic, adds:
“When we set out to build LOOP, the main goal was to be able to build the ultimate websites for attractions. Part of that is to have a system that can keep being updated so that it can constantly evolve and improve, but without clients having to find more budget to get things built bespoke every time.
“I’m delighted that in 2024, we’ve been able to add a whole host of new options and capabilities to help bring attractions to life online on the platform. With budgets tighter than ever, I think LOOP can offer a real alternative – clients still get fresh new designs, components and tools but all the core module updates are just included in the subscription.
“We’ve just scratched the surface in 2024, too, so I’m excited about our plans to keep levelling up the platform even more in 2025 and beyond.”
Earlier this year, Semantic shared a helpful checklist for attraction marketers to work through weekly to level up their websites and deliver better guest experiences.
