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  • Category: Press Releases, Destinations

75% of US theme park visitors won’t buy food and beverage if there are queues

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75% of US visitors say they often or occasionally decide against buying food and beverage at a park because of queuing, while 65% take the same view with regard to buying merchandise.

However, by deploying the right technologies, theme parks could see visitor spending on food, beverage and merchandise increase significantly with the availability of consumer-friendly technology solutions, research by Omnico has found.

The visitors who would spend more if these technologies were in place would increase spending from $45 to $250 per head on food and merchandise if mobile apps, self-service kiosks and robot deliveries to avoid queues were available, the research reveals. The figures are part of the Omnico Theme Park ROI Barometer, which surveyed 683 consumers from the US who have visited a park within the last two years, along with 2,653 from the UK, Japan, China and Malaysia.

50% of US visitors say they will spend up to four times more than normal on food and beverage if they can use mobile phone apps to order in advance. 47% will quadruple their spend if they can use self-scan apps on their phones or touchscreen kiosks for ordering in food outlets, while 46% will spend up to four times more on merchandise.

“Our research confirms that advanced point-of-sale technology will transform the revenues of US theme parks,” said Mel Taylor, CEO, Omnico. “US visitors want technology that makes visits more convenient and now we can see how such innovations will have massive positive impact on the bottom line.”

Retail spending, for example, will increase from an average $24 to $64 per head if mobile self-scan apps and self-service kiosks are available in park stores. And expenditure on food and beverage will increase from $21 to $59 if the same technologies are implemented in fast-food outlets or restaurants.

If virtual reality guides and experiences, or artificial intelligence-powered recognition systems are used to make their visits easier, 43% of US visitors say they will spend up to four times more than average on an admission ticket.

Overall, the Theme Park ROI Barometer revealed that implementation of technologies that please today’s tech-savvy customers can deliver tangible results to theme park operators.


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