Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
London's Natural History Museum has announced a range of events taking place during COP26, both in Glasgow and online.
The Museum is working with The New York Times Climate Hub, which is both a physical and virtual space, allowing leaders and thinkers to join forces with the wider community and to debate and explore actionable climate strategies.
It is also collaborating with David de Rothschild and Voice for Natureto run an event space within the Climate Hub, where guests can connect with the Natural History Museum's solutions-focused science, as well as a line-up of activists, explorers, artists and business leaders
Meanwhile, the Museum will also host a blog on its website, reporting live throughout the event and featuring deeper dives into some of the topics. Back at the Museum in London, the free display Our Broken Planet: How We Got Here and Ways to Fix It continues, looking at the issues we face and how we can still shape the future.
The impact of biodiversity loss
The Museum, which declared a planetary emergency in 2020, aims to show that biodiversity loss has just as much of an impact on people and the planet as climate change does and that the solutions to both issues are linked.
It has presented a Biodiversity Trends Explorer to allow negotiators at COP26 and COP15 to compare the state of local ecosystem biodiversity among countries, as well as comparing the impacts of different economic futures on nature in developed and developing countries over the coming decade
"Our mission is to create advocates for the planet whether they are policymakers or business leaders, school students or families," says Doug Gurr, director of the Natural History Museum .
"So, it is fantastic to be joining forces with The New York Times and Voice for Nature to engage decision-makers and delegates on the ground in Glasgow with the twin challenges of climate change and biodiversity loss - whilst also keeping our digital audiences up to speed and providing a dedicated space for these themes in London through Our Broken Planet exhibition.”
The Nature Bar
Ecologist, environmentalist, adventurer and Natural History Museum Ambassador David de Rothschild adds: “When we’re willing to slow down, listen and learn, Nature reveals all.She engages our hearts, moves our emotions and inspires our spirit. She not only provides us with the questions but she also shows us the answers.
“So, it’s with this deep appreciation and mutual respect for Nature and all living systems that The Nature Bar was born as a true collaboration between the Voice for Nature Collective and the Natural History Museum.”
Earlier this year, the Natural History Museum announced Our Broken Planet: How We Got Here and Ways To Fix It, a year-long season of events focused on climate change and biodiversity. This aims to convey a positive message through digital presentations, live events and free displays.
Top image: Climate Hub logo, copyright New York Times
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
SSA Group has been working on a transformative approach to operations. By weaving its signature 452 Hospitality ethos, rooted in a legacy of welcome and human connection, into Scout, a new AI-driven operating system, the company demonstrates how AI can enhance rather than replace the human side of hospitality.
For nearly 60 years, SSA Group has been a staple in the cultural attractions sector, collaborating with zoos, aquariums, and museums to provide comprehensive guest services. As a family-owned business, the company has continually adapted, but its core mission remains centred on a simple, powerful concept: hospitality.
We speak with CEO Sean McNicholas and vice president of people and culture, Jason Stover, to unpack Scout's mission and learn how it can open the door to both greater efficiency and more memorable moments.
SSA reimagines the industry
Starting by looking at the bigger picture, McNicholas says: “What I love about SSA and our family business is our curiosity for continuing to reimagine the industry.
"Those are pillars of our plan. We approach 60 years as a family business in 2030, and what’s exciting to us is continuing to innovate, not just our business, but the guest experience for our clients and partners.”
Sean McNicholas and Jason Stover
This culture of curiosity is what prompted McNicholas and Stover to investigate the potential of artificial intelligence long before it became the industry buzzword it is today.
"Five or six years ago, Jason came to me as one of the early adopters of AI. We started talking about it, and the more we looked at tools like AI, we asked a very simple question: what one, two, or three areas could AI positively impact our business?"
For SSA, the goal was not to replace staff or remove the human element from the museum or zoo experience through automation. Instead, the emphasis was on liberation.
"The thing that became clear was how tools like AI could help us become more efficient with data, back-end systems, and administrative work," adds McNicholas.
"If we can be more efficient there, we can spend more time meeting guests where they need us, which is on the front line.”
The outcome of this exploration is Scout, an AI-assisted tool and ‘unified intelligence layer’ designed specifically for cultural attractions.
Scout is positioned not as a replacement for human workers, but as a co-pilot. It is an operating system that gathers data from across the industry to provide real-time insights. Unlike general-purpose AI tools, Scout has been built for the sector's operational realities.
"AI is trending now, but it’s not new," says Stover.
"I’ve been with SSA for almost 30 years, and my journey with AI in this company has existed since day one. When I first became a manager, we were already experimenting with predictive analytics, trying to forecast attendance and staffing.
"That was AI at the time."
However, the leap to generative AI offered a new opportunity to support SSA's secret sauce: its people.
Stover employs a cinematic analogy to describe Scout’s role within the workforce:
"I compare it to Tony Stark," he says. "He’s brilliant, but he doesn’t become Iron Man until he has Jarvis. That’s what Scout is. It’s a co-pilot that takes away routine, monotonous work so our people can focus on what matters."
Real-time, useful insights
Designed to support guest-journey walkthroughs, the platform collects real-time observations and converts them into actionable insights tailored to each attraction.
The tool was created in accordance with SSA’s core belief that technology should never replace connection; it should enhance it. The idea is that data and design can collaborate to create memorable guest experiences.
This supports SSA’s wider focus on innovation, which aims to turn curiosity into meaningful change that advances partners' missions. By automating data analysis, Scout helps operators make more informed decisions about designs, platforms, and revenue strategies.
"Guest expectations are evolving faster than ever," says Stover. "Scout was built to meet this moment as a tech-forward AI tool that allows us to keep experiences deeply personal.”
The heart of the system: 452 Hospitality
Although the technology is impressive, the engine driving Scout remains entirely human. At the centre of Scout’s design is 452 Hospitality, the cultural ethos that defines SSA Group’s purpose and character.
Named after 452 Leyden Street, the Denver home where SSA’s founders first lived and practised hospitality, 452 has since become both a numeric and philosophical code for what the company stands for: a spirit of welcome, belonging, and genuine human connection.
At 452 Leyden Street, anyone could come in for a meal, a chat, or a place to rest. And that sense of genuine warmth now lives on in every SSA service encounter.
Today, 452 Hospitality reflects SSA’s ongoing dedication to creating authentic, memorable moments that uplift guests, partners, and colleagues alike.
That same spirit guides Scout’s purpose: rather than replacing people, the AI system aims to enable staff to embody 452 Hospitality more fully, freeing them from administrative burdens so they can provide the personal engagement that makes guests feel welcome and valued.
In practice, this involves a particular method for engaging with guests and monitoring operations. Scout develops a digital framework for this using the SOQ model: Observation, Opinion, and Question.
"Scout is being trained by the entire zoo, aquarium, and cultural attraction industry," Stover says. "Every conversation, every audit, every partner insight gets ingested and shapes how Scout operates.”
Within the Scout ecosystem, there are various ‘agents’ dedicated to different tasks, such as labour optimisation and inventory management. However, the ‘452 agent’ is unique.
"It has vision and voice capabilities. As you walk through operations, it analyses images and observations in real time and evaluates them against our hospitality standards. It acts as a co-pilot for auditors and operators, making observations, offering insights, and matching them with best practices and solutions.
“You might miss something as a human, but Scout won’t.”
Scout in action
The deployment of Scout is already producing tangible outcomes, progressing from theoretical ideas to solving complex on-site issues. This highlights SSA’s focus on turning insights into action by combining data, technology, and human connection.
McNicholas emphasises that the team is "continually evolving Scout by testing it across multiple attractions," noting that "every new site adds more data and sharper insights.”
Stover offers an example of Scout’s operational intelligence in action from a working session with the Detroit Zoo. The team was exploring a complex “what-if” scenario: opening a new entrance near a new exhibit while navigating compliance considerations, budget constraints, and a nearby rail track.
“Using Scout as a sandbox alongside their team, we pressure-tested the constraints, surfaced relevant regulatory considerations, explored alternative approaches like repurposed shipping containers, and generated rough-order cost ranges. It was less about committing to a final plan and more about accelerating discovery.”
“What’s exciting is that every audit surfaces a new real-world question, and we ask: Should this become a new sub-agent? That’s how Scout keeps evolving.”
Another success story comes from the Dallas Zoo, where Scout was instrumental in helping the zoo team explore their own AI journey while SSA conducted an inter-department relationship audit.
Scout is tailored to each user’s psychology
What makes Scout different from typical business AI tools is its incorporation of behavioural psychology. Acknowledging that strong operations don't happen by accident, SSA has combined leadership development with its technological roadmap.
Stover, whose background is in people and culture, insisted that if they were to create co-pilots, they had to understand the humans who would use them. So, instead of providing generic recommendations, Scout adapts its guidance to each leader's thinking and communication style.
"One of the first things we decided was that if we were going to build AI co-pilots, they needed to integrate Behavioural Essentials," Stover says. "We already use behavioural assessments that give leaders a 21-point profile, with strengths, tendencies, and blind spots. We’ve now incorporated that into Scout.”
This means that when a manager logs into Scout, the system is tailored to their specific personality profile.
"It understands how I communicate, where I might need softer language, or where I might need more structure," Stover says.
He adds that McNicholas served as the ‘guinea pig’ for this feature:
"We merged his traits and blind spots into Scout as he was working through our future roadmap. Scout isn’t just an AI tool; it understands your psychological makeup and helps cover your blind spots as you operate in your role.”
The future of the workforce
A common concern about AI is the risk of job displacement. However, SSA’s leadership firmly states that their investment in technology aims to safeguard, not eliminate, their workforce.
"As CEO, culture is my responsibility, and culture starts with values," McNicholas says. "Hospitality, human-to-human interaction, has always been our foundation. I don’t want a world of all robots and automation. I love people too much.
“That’s why Scout exists. It helps us live what we love to do: creating special moments for people.”
Stover shares this view, considering AI as a safeguard against the decline of interpersonal skills observed in other industries:
"We have to be proactive in shaping the future. Many companies will use AI purely to impact the bottom line. That’s their choice. But SSA has always been people-focused. We’re adopting AI safely and intentionally to better our people. As interpersonal skills decline elsewhere, we’re protecting them by freeing people up to reconnect.”
The efficiency gains are clear. Stover notes that tasks like scheduling, which previously took hours to analyse against weather and sales history, now happen in seconds. "That frees managers up to spend time with their team. That’s the point.
“We’re hospitality people. We want to be in front of guests, not behind a screen.”
A vision for 2030
Looking ahead, SSA has set bold goals for the next five years. As the company approaches its 60th anniversary in 2030, the vision is for a fully enabled workforce where each employee has a digital partner.
"By 2030, every person in our company will have a co-pilot that helps them be more efficient," predicts McNicholas. "We’ll also bring a unified revenue strategy to attractions, something the industry lacks.”
He also believes the metrics of success are shifting. It is no longer enough to simply count heads at the gate:
"The future metrics won’t just be attendance. They’ll be revenue, guest experience, and fulfilment," he says.
"There’s more competition than ever, and we have to be the place where guests leave thinking, 'That felt right.' To do that, our people need tools like Scout so they can spend more time creating those moments.
“That’s how we reimagine the industry.”
The future of hospitality
Summing up the benefits, COO Travis Kight says:
"AI is the future of hospitality, but not in the way most imagine. We see AI as a co-pilot, not a replacement, designed to protect the human connection that defines our industry.
“Tools like Scout allow us to turn data into real-time insights, freeing our teams from repetitive tasks so they can focus on creating unforgettable guest experiences.
"As Sean mentioned, by 2030, our vision is for every team member to have a digital partner that amplifies their strengths, covers blind spots, and helps us deliver hospitality at a level the industry has never seen.
“AI isn’t about automation. It’s about empowerment.”
As SSA Group looks towards the attractions of tomorrow, its message is clear: the path to the future is built on data, but the goal remains human connection.
By anchoring Scout in 452 Hospitality's philosophy of creating meaningful, human-centred moments, SSA isn’t just adopting AI for efficiency. It’s enhancing its ability to deliver heartfelt experiences that define its brand and shape the future of the guest experience.
"That’s the foundation of Scout," Stover says. "If a tool doesn’t protect hospitality or make us better people-facing operators, it doesn’t get built.”
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Seeper, an award-winningimmersive experience design studio and innovation lab, has appointed renowned industry leader Lauren Dyer as client growth director. This move represents a key moment in the company’s 2026 expansion strategy and will support its future development.
Dyer joins the studio as it sets course to develop new business capabilities and fast-track its commercial ambitions.
She will play a vital role in advancing a bold expansion strategy, partnering with senior leaders to accelerate revenue growth, deepen strategic alliances, and acquire new clients worldwide.
Building the next chapter
A BIMA100 Tech Trailblazer, Dyer is widely recognised for combining commercial acumen with creative vision.
She brings extensive expertise in scaling creative technology businesses and building meaningful, high-value client relationships. She has previously held senior roles in immersive entertainmentand real-time digital platforms, where she has helped international brands navigate new technologies and experiential evolution.
Dyer's appointment signifies a key moment for Seeper as the studio continues to create transformative experiences for brands, cultural organisations, and destination-scale projects across the globe.
Stuart McKenna, Seeper’s managing director, says: "Lauren is uniquely positioned to help take Seeper to the next level. Her strategic mindset, industry network and deep understanding of the experience landscape make her an invaluable addition as we scale at pace.
"This is about building the next chapter of growth with intelligence and ambition."
"We’re at a pivotal moment for immersive storytelling," says Dyer. "Experiences now play a powerful cultural and emotional role in how people connect with brands, places and each other.
"Seeper has consistently pushed the boundaries of what’s possible in this space, and I’m incredibly excited to join the team to help scale our global impact and build partnerships that shape the future of experiences.”
Seeper tells stories that stay with visitors. By honouring and celebrating local culture, landscape and community, their experiences inspire awe and wonder, while offering operators strong commercial outcomes and a grounded approach.
"This decision was not made lightly. In light of the ongoing conflict involving Iran, Israel, and the United States, and the resulting impact across the region — including the United Arab Emirates — we believe it is our responsibility to act with caution and clarity," says Melissa Oviedo, CEO.
"The safety and well-being of our members, speakers, partners, and their families is, and will always remain, our highest priority."
She adds that the TEA's thoughts are with members based in the region, as well as colleagues and loved ones who may be directly affected.
"We recognize that this moment carries both professional and personal weight, and we want you to know that the global TEA community stands with you in support."
Safety is the priority
The TEA is currently working through the cancellation process and will update members on hotel cancellations. Meanwhile, refunds for SATE EME registration fees will be issued.
The event was to be hosted in partnership with IAAPA, welcoming TEA members, leaders, creators, and decision-makers who are actively shaping destinations, attractions, and experiences across Europe, the Middle East, and beyond.
IAAPA has not yet announced whether it will proceed with the inaugural IAAPA Expo Middle East, scheduled for 30 March to 2 April 2026 at the Abu Dhabi National Exhibition Centre (ADNEC) in Abu Dhabi, UAE.
A statement from IAAPA reads: "IAAPA is closely monitoring the current situation in the Middle East as developments continue to unfold. The safety and well-being of our members, exhibitors, attendees, and partners remain our highest priority.
"We are in communication with relevant stakeholders and will provide updates or guidance as needed. At this time, we continue to assess the situation carefully and thoughtfully."
Warner Bros. Global Experiences has announced plans to open a new flagship Harry Potter store in London, joining the King’s Cross shop as the UK’s only official Harry Potter retail destinations.
Harry Potter Oxford Street is set to open in autumn 2026 at The Ribbon, 134-140 Oxford Street, spanning 21,000 square feet over two floors.
The space will be transformed into a wizarding emporium celebrating iconic locations from the books and films, with photo opportunities, interactive exhibits, and exclusive merchandise.
A new way to experience the world of Harry Potter in London
Karl Durrant, SVP of worldwide retail at Warner Bros. Global Experiences, says:
“Harry Potter is deeply rooted in British storytelling, and this will give fans an exciting new way to experience this magical world in the city that features so prominently in the stories. Offering a completely new retail experience for Harry Potter fans which will delight and entertain, it’s going to be very special.”
Meanwhile, the upcoming Harry Potter-themed land at Warner Bros. World Abu Dhabi on Yas Island will be the world's first to house both Hogwarts Castle and Diagon Alley.
Miral, Abu Dhabi's developer of immersive destinations and experiences, announced the Middle East's first Harry Potter -themed land in 2022. It will feature iconic locations along with three new rides, retail outlets, and F&B facilities.
FuseMetrix, a leisure management software provider, has announced that it has received a strategic growth investment from Azlin Software, a vertical software platform that acquires and grows mission-driven B2B software companies over the long term.
With this investment, the Milton Keynes-based company further strengthens its dedication to delivering the most comprehensive, innovative, and trusted software in the sector to support the daily operations of leisure operators across the UK and worldwide.
Annalise Dragic, co-CEO of Azlin Software, says: "Leisure and attraction businesses deserve better software and FuseMetrix is delivering it.
"Their product addresses a broader range of needs than any other solution in the market, offering a truly integrated ‘all-in-one’ platform. Beyond just the product, this is a team that genuinely cares about their customers and treats their own people right.
"The combination of an excellent product, a mission-driven culture, and the opportunity for growth is exactly what we look for. We're thrilled to be a values-aligned long-term partner in their future growth.”
Setting the industry standard
Leisure operators are facing a difficult environment due to increasing operational costs and evolving visitor expectations. And dealing with disjointed systems that require manual workarounds can add to these challenges.
FuseMetrix's cloud-based platform combines online booking, ePOS, finance, CRM, HR, and more into a single, integrated system that can be securely accessed through any browser, in any location. With this, operators can spend less time managing disconnected tools and more time delivering exceptional visitor experiences.
With Azlin Software’s investment, the company is now well placed to build on its 20-year foundation, strengthen its operations, expand its team to meet growing client demand, and deliver new features that keep the platform at the forefront of the sector.
The FuseMetrix team
Notably, its core leadership remains unchanged. Darren Darkins and Callum Knight will continue as CEO and sales director, while FuseMetrix founder, Matthew Ballinger, remains chairman.
"We are delighted to partner with Azlin Software to accelerate our growth," says Ballinger. "Since founding FuseMetrix over two decades ago, we have taken great pride in delivering a high-quality product backed by dependable, personal service.
"Azlin Software’s long-term investing approach gives our customers real confidence in the enduring strength of FuseMetrix."
Darkins says: "We are excited to partner with Azlin Software given their expertise in vertical software and their clear alignment with our mission: to build the most innovative, trusted software platform for leisure businesses, setting the industry standard.
"The future of the leisure and attractions sector is exciting, and this partnership allows us to enhance our product and expand the community of operators we support."
Making exceptional leisure experiences effortless
FuseMetrix powers some of the best-known businesses in the UK, such as Go Ape, Zip World, and Twycross Zoo. This strategic investment will accelerate its growth in the leisure and attractions industry.
The platform is designed to support the full breadth of the sector, from farm attractions and FECs to zoos and museums. In 2025, FuseMetrix processed more than 20 million online bookings on behalf of operators.
Building on this success, the company will be expediting product development in key areas.
It plans to increase support for self-service journeys, add functionality for F&B and retail management, and focus on advanced dynamic pricing capabilities, intelligent capacity-based opening controls, and AI-assisted insights within reporting and operational tools.
Together, these developments will help operators increase revenue, streamline operations, and continue to create outstanding experiences for their guests.
Doug Garden, finance director at Go Ape, says: "The team at FuseMetrix have been strong partners since we moved to their platform.
"With the new investment and continued strategic focus on the leisure sector, we’re excited to see how they continue to evolve the platform for the benefit of both existing customers and future operators.”
This investment reflects confidence in the company's current success and a pledge to develop FuseMetrix over the long-term.
Existing clients will benefit from a stronger partner invested in their long-term success, while operators considering adopting the platform can look forward to a growing community driven by purpose-built software, practical service, and a shared vision to make excellent leisure experiences effortless.
Harry Potter store in Harajuku
The FuseMetrix team