By Keith Dunphy, Omnico Group
Two years into the pandemic and the attractions industry has irrevocably changed. Lower attendance resulted in a 72% drop in revenue, narrowing profit margins across North American theme parks. Yet guest expectations are higher than ever with visitors expecting a streamlined experience after years of stringent social restrictions.
While major players have the resources to recover more easily, smaller venues are left wondering how to keep up. The answer lies in leveraging the power of guest data. But how can attractions tap into that wealth of information without breaking the bank? By using the right technology to unite siloed data across all customer-facing touchpoints to deliver experiences that match – even surpass – those offered by larger parks.
Three top tips for smaller attractions
Here’s a look at three steps you need to get ahead.
Step 1: enable contactless and double your revenue in the process
Six-foot distances and regular hand washing forced attractions to rethink how to get guests to interact with touchpoints. It’s a decision that pushed the newly developed contactless technology ahead, accelerating the “park of the future” into the now.
It’s proven to be a game-changer too. 1 in 4 theme park guests will only visit an attraction offering contactless experiences, with 56% naming contactless turnstiles and RFID tickets as their main demand.
Can you blame them? Not only does contactless keep visitors safe, but they get a better experience too with shorter ride lines, quicker transactions, and faster F&B ordering.
For smaller attractions, the benefits of contactless are clear: as visitors use contactless throughout the park, they’re more likely to double their spend.
It’s a different approach from when smaller venues used to depend on expensive and time-consuming surveys to capture guest sentiment. Now, contactless cuts through the noise as it provides valuable information in real-time, powering business efficiency and agility – factors that are critical in a time of great change.
Step 2: tie it all together with a mobile app
Mobile apps lead the experiential push in theme parks. And considering 74% of Americans prioritize experiences over products, a mobile app is a must-have to draw in foot traffic and increase revenue.
Research shows that 49% of attractions guests want access to mobile apps during their visit too. This is all the reason smaller attractions need to respond quickly to these demands or risk falling behind.
You might think an app is only worthwhile for venues with a sizeable budget, but you’d be wrong. All you need is a single guest engagement platform that connects and supports a mobile app. The best part is that it doesn’t need to break the bank. After all, smaller venues usually have smoother implementations and fewer touchpoints. So, they won’t need to invest a lot of time and cost in rolling out the app.
Step 3: analyze your data and unlock meaningful experiences (and ROI)
If you’re still on the fence, think beyond the initial investment and focus on the ROI and Total Cost of Ownership.
By implementing a mobile app into your theme park, zoo, or museum, you’re enabling your guests to enjoy their visit to a whole new level. And as they use the app, they’re sharing valuable information about their spending behaviour and what they want to do next.
It’s the gateway you need to discover key opportunities to increase spending, drive loyalty, and manage capacity. The investment more than pays for itself in a very short time.
At the end of the day, attraction visitors don’t care whether you have 3 or 10 venues across the globe, or how large your budget and workforce are. They seek memorable experiences and any attraction can deliver them by leveraging the right data.
Thanks to technologies like mobile apps and contactless payments, venues can collect data on each guest’s preferences and get an understanding of what they love.
This allows a theme park, zoo, aquarium or waterpark to recommend experiences visitors are likely to enjoy. Plus, it also gives them the opportunity to incentivize guests with personalized discounts and rewards. It’s a surefire way to get them coming back for more.
Smaller attractions: unlock your competitive advantage
Change is never easy, especially during such uncertain times. However, evolving guest expectations and demands for a frictionless, smooth experience are here to stay. It’s the dawn of a new age for small and medium attractions. Implementing the right technology to tap into guest data can make the difference between thriving and simply surviving.
With the power of data, you’re able to discover the moments that matter most to your guests, allowing you to delight them by predicting what they want – before they know they want it.
