• Category: Insights, Destinations

Guests want an app to be a theme-park-in-the-pocket

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With smartphone use near-universal, theme park apps have become necessities for operators determined to get closer to customers, deliver great customer experience and increase spending.

But app development has high costs and mistakes can be disastrous. Parks can be left with apps that are too fiddly, slow or limited for guests to feel like downloading or keeping them on their phones. Knowing what works in a park app is vital. Where’s the evidence and what kind of functionality should it include? Should it offer:

• ticketing • scan-and-go technology and the ability to pay for almost everything • time-saving queue-visibility about rides, meals, merchandise • loyalty schemes, vouchers and offers • an interactive map • an introductory voodoo doughnut offer?

The answer is a big YES, based on hard evidence of whv visitors want from parks apps and what will deliver substantial increases in revenue. The Omnico Theme Park Mobile Barometer surveyed 3,362 people in the UK, US, China, Hong Kong and Japan who have visited a theme park in the last two years.

We found that 95 per cent of visitors will spend more with a dedicated app that is packed with all the functionality listed above and which definitely helps them beat queues. Guests clearly love the idea of an app turning their smartphone into a theme-park-in-the-pocket. They know it will give them a better, more enjoyable experience and lead them to spend more.

Queuing is not the only bugbear guests want an app to tackle. There are plenty more priceless nuggets in our barometer. Download it here now.


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