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Ahead of an upcoming webinar exploring the subject, new research from Attractions.io has revealed the attitudes of both guests and operators regarding the use of technology across the visitor experience
Tom Anstey | Planet Attractions | 04 Sep 2024
A third of visitors say that digital experiences are too limited for what they provide
Leading mobile solutions provider Attractions.io has explored the digital experience of the future, asking if an operator’s plans for technology investments will meet the expectations of guests.
Working alongside SSA Ventures, initial research was based on data collected from 1,000 attraction guests across both the US and Europe, with more than 200 operators contributing to the survey.
Ahead of a webinar taking place on September 11th, Attractions.io has revealed some key findings from the study, which has revealed that 63% of guests are willing to pay more for tickets in the future if it guarantees a superior experience. That being said, experiences with technology have been found to be either average or “as expected”, with 30% of visitors going as far as to say that digital experiences are too limited for what they provide. Additionally, a quarter of guests have said that digital experiences are difficult to find or not easy to access.
The research also highlights a confidence gap, with leaders in tech feeling prepared to deliver their transformation goals, while marketing and operations leaders are less confident. In these areas, budget constraints and a lack of technical expertise have been highlighted as notable limitations to achieving goals.
In terms of mapping and wayfinding, nearly 30% of respondents said that they wanted to see more investment into the space, while more than 40% said that they believed AI would play a role in making navigation even easier in the future. By contrast, only 15% of operators said they were planning to invest in wayfinding and mapping over the next few years.
Looking at the impact of technology on visitor experiences, it was revealed that for technology use to be successful, it must add to or aid, not distract. Along these lines, more than a quarter of respondents said that existing digital experiences can prove a distraction, rather than an aid. A third of guests also said that they would like to see investment made into mobile food and beverage ordering, while they were also interested in technology being used to incentivise repeat visits with offers and rewards.
“Our research report aims to bridge the gap between guest expectations and operator strategies,” said Mark Locker, founder and CEO of Attractions.io.
“By understanding the key areas where technology can enhance the guest experience, CTOs and digital leaders can make informed decisions and allocate resources effectively.”
Called Why average technology is sabotaging guest satisfaction (And How to Fix It), the webinar session brings together a trio of industry leaders and experts including:
David Rosenberg - Executive Vice President, Growth and Experience at SSA Ventures and the 2019 IAAPA Chairman of the Board
Mark Locker - Founder and CEO of Attractions.io
Dolf De Jong - CEO, Toronto Zoo
Taking place at 4pm GMT on September 11th, the event will see the panellists discuss the report's findings and share their suggestions on “how to turn ‘average’ ratings into moments of delight”.
For more information about the webinar and to register, click here.
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