Guest engagement

A tough balancing act for visitor attractions – driving revenue vs. managing capacity

Nobody wants to read about scenes of ‘chaos’ at their attraction from queues of visitors and in-efficiencies in managing capacity.

With 79% of visitors in January 2021 saying they were nervous about attending newly opened attractions, pouring huge numbers of visitors through the gates won’t do anything to alleviate that concern.

The focus for attractions this summer should be on encouraging visitors to spend more once they are in the attraction, and with tailored and personalized promotions sent to consumers in-turn it will boost loyalty and create returning visitors.

Here are some of the ways you can drive revenue without compromising customer satisfaction, the last thing you want is for your guests to get frustrated by long lines, leave and go home before they even get through the gates, as you may have seen happening at some attractions in the news recently.

Increase average transaction values by introducing kiosks

Capacity is important, we need to get guests through the gates, but traffic must be managed carefully so that lines don’t form. Nobody wants to wait for anything anymore, we live in an ‘on demand’ society, where waiting in line is a thing of the past. Exceed your guests’ expectations by not only offering timed entry so there is no line on arrival but let them check themselves in on a self-serve kiosk and pre book any onsite activities at the same time, maybe you could offer them a discount voucher for a souvenir at the same time.

It’s a win win, Omnico Kiosk customers have seen increases in average transaction value by 29% and your guests don’t get frustrated waiting in lines.

Allow your guests to order their refreshments in advance and don’t make them wait

Once your guests are inside, they will no doubt be having so much fun, they won’t realise that they need to refuel and refresh until they are getting desperate for that cold drink! Let them order ahead on their own mobile device, they can pay on their device and collect their food and drinks from a convenient location – making the whole experience fast, convenient and contactless.

Food and Beverage mobile ordering is also an opportunity for cross-sell and upsell. Based on what your guests have added to their baskets you can offer them tempting additions to their order or go-large.

It is also help manage staff efficiencies; it allows brands to reallocate staff to other areas of the park or to concentrate on fulfilling orders.

It’s another win win – Omnico customers have seen the Order Ahead app increase the average transaction value by 3.5%.

Benefits of virtual queuing

Have you thought about introducing virtual lines for onsite attractions? This is another great way to exceed expectation whilst driving revenue. RFID bands and mobile apps allow guests to see where they are in virtual lines which is great for managing expectations and eliminating lines entirely. By notifying visitors when it’s their turn to check into the ride or special event and allow entry by scanning the device or band, that visitor can move around the park and not stand in a line.. As your guests are using a band or mobile device you could also send them tailored promotions, entitlements, vouchers plus lots more.

Engage with your guests before, during and after their visit and they will keep coming back

If they are using the mobile app, sending promotions and entitlements isn’t just limited to during their visit. You can continue to send your guests tailored offers before and after their visit to encourage them to come back time and time again, maybe you can even entice them to bring their friends with them next time?

Ready to get started? Whether you are a theme park, water park, zoo, aquarium, sporting attraction or family entertainment centre, book a personalized demo or download our free guide to helping brands optimize the guest experience.

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