Theme park operators urgently need to use technology to provide a more unified and seamless guest experience, according to Omnico’s latest Theme Park Barometer report.

Latest Omnico Barometer report: Theme parks must embrace technology to meet visitor expectationsThe study questioned hundreds of theme park visitors in the US, UK, Japan, China and Malaysia.

What soon became clear was that, despite differing visitor priorities around the world, all were looking to technology to provide solutions.

97% of Chinese visitors embrace future tech for shopping in theme parks

54% of Chinese visitors are keen to use virtual reality (VR) headsets so they can see how they might look wearing clothing or other accessories.

36% want to use augmented reality software to bring products to life on their smartphones.

“There is an amazing appetite in China for technology to make theme park visits more convenient and exciting – particularly when it comes to shopping,” comments Mel Taylor, CEO, Omnico. “Although there are differences between the countries, there is definite demand for a more joined-up, unified experience, which park operators need to act on.”

Latest Omnico Barometer report: Theme parks must embrace technology to meet visitor expectations

81% of US theme park visitors want interactive maps

According to Omnico’s latest Theme Park Barometer, 81% of US consumers want interactive maps to help them make best use of their visit.

Another 76% want smartphone apps to provide updates, such as notifying them when their rooms are ready. Personalised itineraries delivered via smart phone also proved a popular option.

Latest Omnico Barometer report: Theme parks must embrace technology to meet visitor expectations“US consumers want technology to make their theme park visits more enjoyable, saving them time and tying the whole experience together,” explains Taylor. “Expectations are rising and visitors want operators to provide technology that helps remove the frustrations so their families can enjoy an entirely snag-free visit.”

Latest Omnico Barometer report: Theme parks must embrace technology to meet visitor expectations75% of UK theme park visitors say queuing is biggest frustration

For Brits, the biggest downer of any visit was having to face lengthy queues, whether for rides or food and drinks.

“The British pride themselves on their willingness to queue in an orderly fashion,” says Taylor. “Yet even among patient Brits we can see there is a real desire for theme park operators to use technology to make visits more convenient. Expectations are rising and visitors want everything to be joined seamlessly so their families can enjoy an entirely trouble-free visit.”

Read the full report, here.