Digital transformation is reshaping industries worldwide, and the attractions sector is no exception. New ways for operators to reach and communicate with their guests are revolutionising the visitor experience. Convious, a leading eCommerce platform for the leisure industry, is leading the charge with its recently launched AI chatbot designed to transform how businesses interact with visitors.
Convious AI is an innovative online concierge that integrates with WhatsApp, websites, and other channels to enable visitors to buy attraction tickets using text-based conversations. The technology is currently undergoing beta testing. It premiered at IAAPA Expo Europe 2024, marking a significant step forward in conversational commerce for theme parks, museums, zoos, and more.
Camiel Kraan, founder and CEO of Convious, explains the vision behind this exciting new development and why it is set to change the future of customer engagement.
The rise of conversational commerce
Conversational commerce refers to the integration of messaging apps, chatbots, and voice assistants into the buying experience. Put simply, it allows customers to make purchases, ask questions, and receive personalised recommendations through a familiar, everyday medium: conversation.
Convious AI is a sophisticated chatbot. It improves the visitor experience by increasing accessibility and convenience of ticket purchasing, which raises conversion rates. AI-driven web chats and WhatsApp offer 24/7 assistance for ticket purchases, reprints, changes, and other customer service requirements. This invention makes buying easier, eliminates the need for extra apps, and opens up possibilities for customised interaction.
Other services, such as reservations for restaurants and the rental of bikes and clothes, can be up- and cross-sold through the chat feature. It might also provide seasonal discounts or personalised pricing to increase customer visits. By responding to often requested questions, the chatbot enhances customer satisfaction and frees up staff members for other duties.
“We are always looking at how we can increase the whole revenue for operators and improve the experience for visitors,” says Kraan. “It’s not just about giving someone a barcode for their ticket and saying, ‘Good luck, have fun,’ but about enhancing that interaction with intelligent, real-time solutions.”
The goal is to use channels people are already comfortable with and integrate AI to enhance the visitor experience and drive operator revenue. The WhatsApp API allows for more than just ticket sales. It offers dynamic recommendations based on various factors like the weather or crowd levels, all happening in a seamless, conversational manner within WhatsApp. Kraan believes this will help businesses not only sell more but also create a better, more personalised visitor experience.
The mobile shift and why WhatsApp matters
With mobile devices now accounting for over 70% of transactions for Convious customers, the company knew that the web experience, though important, is gradually losing ground to more mobile-centric solutions. Kraan says this shift from traditional websites and apps makes sense:
“99% of the time, visitors go on a website or download an app to buy tickets. But apps are rarely habit-forming. You use it once, and then it’s gone. However, WhatsApp is different. People use it every day.”
WhatsApp’s familiarity and ubiquity presented an ideal opportunity for Convious. By developing a product that works through a channel people are already comfortable with, the company aims to meet visitors where they are. The WhatsApp API allows for real-time, AI-driven conversations that can handle various tasks—from answering questions and selling tickets to upselling products like rain insurance or meal packages.
And it’s not just about transactions. The AI built into the system can answer up to 70% of frequently asked questions. This conversational commerce drastically reduces the burden on human staff, particularly on busy days. “The reality is there are not enough people to go around,” Kraan says. “Parks are not set up as customer support centres. They’d much rather have their staff in the park, engaging with visitors.”
Operators benefit from Convious AI’s ongoing training based on their interactions. The chatbot learns through conversation insights and categorisation, and regular user feedback contributes to sentiment analysis. WhatsApp secures data through its privacy and encryption policies.
Enhancing efficiency, not replacing humans
A common concern with AI-driven technologies is the fear that automation will replace human jobs. But Kraan emphasises that this is different with Convious’ WhatsApp API. Instead, the goal is to “unburden the team,” not replace them. “It’s not going to cut out your support team, but it will make life a lot easier. You don’t have to reply to the same question three or four times.”
For example, the AI system can automatically handle routine inquiries such as park opening times or directions within the venue. This frees up human staff to deal with more complex, personalised requests. In some cases, where a human touch is needed, the system seamlessly hands off the conversation to a staff member.
This balance between AI and human support is crucial to the system’s success. “We always make sure that when we bring technology to market, it’s done in a human way. So, they understand it’s helping them, not threatening them,” says Kraan.
Dynamic pricing and optimised sales
One of the most innovative aspects of Convious’ product offering is its use of dynamic pricing.
Dynamic pricing allows ticket prices to fluctuate based on weather, demand, and even the day of the week. Kraan explains that the system is designed to optimise the customer experience rather than maximise profit at all costs.
“There was a huge pushback initially,” he says. “People thought that if two guests paid different prices for the same experience, they’d be upset. But that’s not true. Look at the industry—everyone is moving towards this model.”
Rather than simply hiking prices on high-demand days, Convious uses dynamic pricing to create a more balanced, smoother flow of visitors throughout the week and across various weather conditions. “We’d rather drop the price on a rainy day to fill the park than increase it tenfold on a sunny day,” Kraan says. This ensures visitors feel they’re getting value for money. Meanwhile, operators can maintain a steady flow of guests even during less-than-ideal conditions.
Conversational commerce & AI-driven personalisation
The power of AI extends beyond customer support and pricing. It also allows Convious to offer personalised upsells and cross-sells relevant to individual visitors. For instance, if a visitor buys a ticket for a day when rain is forecasted, the system could suggest purchasing rain insurance or an umbrella—all within the same WhatsApp conversation. This kind of real-time, personalised suggestion not only enhances the visitor experience but also provides additional revenue streams for operators.
The AI system learns and adapts over time, refining its recommendations and interactions based on historical data. “We call that a cold start,” says Kraan, referring to the challenge of training an AI system with no prior customer data. However, with seven years of data from Convious clients, the company’s AI has a head start in understanding the preferences and behaviours of attraction visitors.
“We’ve created audiences based on data—whether it’s 40-year-olds visiting theme parks in the UK or families with young children going to indoor waterparks.” This allows the system to offer tailored experiences and suggestions, helping businesses increase both customer satisfaction and their bottom line.
Looking ahead
Although the new WhatsApp API is currently the flagship product, Convious plans to expand the system to other platforms. “Right now, it’s available on WhatsApp and the web for attraction websites,” says Kraan, “but it can connect to Telegram, WeChat, and pretty much any platform.”
As the system is built on an API, it offers attractions the flexibility to engage visitors across multiple channels, ensuring they can interact with their audience wherever they are.
Despite the clear benefits of conversational commerce, Kraan acknowledges that the attractions industry often needs to catch up to adopt new technologies. “Our industry is not in love with technology,” he says. However, he is optimistic that others will follow suit once early adopters start using the WhatsApp API. He points to the example of self-service kiosks, which were initially met with scepticism by many parks but have since become commonplace.
“There’s always the early adopter who says, ‘Let’s do it,’. But eventually, there comes a point where everyone else is doing it, and then the rest will say, ‘Okay, let’s go.’”
Conversational commerce: a new era for visitor engagement
As Convious rolls out its WhatsApp API in the coming weeks, the company is excited to see how it will reshape how attractions engage with visitors. While it may not replace traditional web stores, Kraan believes conversational commerce will become a significant part of the purchasing journey for many guests.
“It’s all about making people feel like they’re being treated as individuals,” Kraan says. “That’s what hospitality does well, and it’s something the attractions industry can learn from.”
With its innovative AI concierge, Convious is bringing conversational commerce to the forefront of the attractions industry. It allows operators to meet visitors where they are—on their phones—and provides them with a seamless, personalised, and efficient experience. As more attractions embrace this new technology, the future of visitor engagement looks set to become more conversational, connected, and convenient than ever before.
