PwC publishes study on changing expectations of visitors to UK attractions

How is the UK attractions sector responding to more informed consumers with changing expectations? That’s what global consultancy firm PwC (PricewaterhouseCoopers) aims to to discover in a new report.

“These are interesting times for attraction owners and operators,” says Amanda Jakes at PwC. “Today’s consumers are more tech-savvy and have ever increasing expectations. Across the attractions sector, there are signs that customers want more innovative, immersive and interactive experiences which provide value for money.”

With 90% of adults under 35 using social media on a regular basis, the visitor experience is key. Technology permeates throughout all aspects of a visit – before, during and afterwards – whether it’s online booking facilities, wearable technology, cashless systems, queue-busting technology or virtual reality.

Successful attractions need to keep reinvesting to stay relevant. Creative industries are becoming a more important part of the supply chain and in the UK. The majority of large amusement parks now have some form of license agreement with major intellectual property providers, usually film or TV related.

PwC is also seeing the development of new partnerships in order to penetrate different markets in a less capital intensive manner. A key competitor for visitor attractions is in-home digital entertainment and gaming. However, this also offers an opportunity for attractions to provides distinctive, authentic and unique experiences that can’t be replicated elsewhere.

The UK Attraction Sector is published by PwC, June 2017. Download the report here

Image: British Airways i360, Brighton