ISO-Gruppe, a specialist provider of cutting-edge IT solutions for the attractions industry, has announced the release of its whitepaper, Optimizing Attraction Park Commercials.
In this publication, the company explores approaches to offering more than a ticket by using storytelling to sell attraction and accommodation bundles.
The whitepaper shares how a modern platform can enable upselling, cross-selling, and auxiliary revenue, with individualised, user-friendly experiences that open up new revenue streams and rekindle the joy of shopping for experiences by turning transactions into treasured moments.
Optimizing Attraction Park Commercials is available to download here.
Maximising retail marketplace opportunities
As attractions face new challenges in income and retaining visitors, both in-park and online, online marketplaces provide a unique opportunity to provide dynamic offers. In addition, digital assistants support visitors in planning, comparing, and booking experiences depending on their preferred entry point through flexible booking paths.
By leveraging a retail marketplace that aligns the consumer journey and booking experience with a sophisticated reservation platform, attractions can maximise revenue from ancillary, affiliate, partner, cross-sell, and upsell opportunities.
The benefits of this technology include:
- Smooth booking experience. Guests’ journeys are made simpler and less frustrating by being able to book hotel rooms and theme park tickets in one location. For operators, this results in higher conversion rates and better revenue management via an integrated system.
- Enhanced convenience. Visitors can readily buy extra products like restaurant coupons and Fast Track tickets through the single portal. This results in increased opportunities for upselling and higher average order values.
- Increased customer satisfaction. Streamlined booking leads to increased guest satisfaction and improved website interaction. This not only increases guest loyalty and return visits but also decreases the need for call centres, resulting in lower staffing costs and increased operational efficiency.
ISO-Gruppe has an established track record for successful projects for theme parks, resulting in significant income increases. Its solutions produce short-break packages and retail marketplaces that attract customers and integrate smoothly with a sophisticated reservation platform.
For example, in its work with Merlin Entertainments, the implementation has included 20–30 releases each year with significant solution enhancements and a seamless integration with existing IT infrastructure. Bespoke solutions are tailored to Merlin’s specific requirements, and the improved guest experience leads to higher conversion rates, satisfaction and overall online experience.
In addition, call centre costs have been reduced, with e-commerce driving increased online bookings from 70% to over 95%. Improved basket offers have increased the average basket value by 50%.
Dean Jones, senior manager for Merlin Entertainments Short Breaks USA (Legoland Vacations), says: “The immediate result we saw after implementing ISO was much better KPIs, higher guest satisfaction with their interaction with our website. We saw a higher conversion rate and an increase in average basket values.
“So, the big benefit of the ISO solution is that it makes our guests’ journey much easier.”
“ISO’s integrated Pacific Reservation & E-commerce solution has transformed guest experiences for Merlin Entertainment’s global theme parks,” says Artur Isaak, director of international projects, ISO-Gruppe.
“By simplifying bookings, enabling personalized packages, and enhancing service efficiency, it provides everything guests need for a seamless and memorable visit – all in one place. This innovation empowers theme parks to deliver convenience, connection, and a truly elevated experience.”
ISO-Gruppe recently shared further details of its partnership with Merlin Entertainments, where its software has transformed the booking experience.
