Attractions.io, a leading provider of mobile app solutions for the attractions industry, has partnered with SSA Ventures to research guests’ attitudes to technology across the guest journey.
Initial research gathered by data collected from 1,000 attraction guests across the US and Europe and more than 200 operators, reveals the current state of digital experiences in the attractions industry and guests’ expectations for the future while comparing that to operators’ plans for investment.
To mark the launch, Attractions.io will be hosting a webinar at 4pm on 11 September, titled: Why average technology is sabotaging guest satisfaction (And How to Fix It). The session brings together industry leaders David Rosenberg (SSA Ventures, Formerly Monterey Bay Aquarium), Mark Locker (Founder & CEO, Attractions.io), and Dolf De Jong (CEO, Toronto Zoo).
Attractions.io revealed that 63% of guests are willing to pay more for tickets if it guarantees a superior experience. However, current digital experiences are not meeting these expectations, with guests rating their experiences as average or ‘expected.’ 30% of visitors say digital experiences are too limited, while around a quarter find them difficult to access or locate.
The research also highlights a confidence gap between technology leaders and other stakeholders within attractions. While tech leaders feel prepared to deliver on their digital transformation goals, marketing and operations leaders express less confidence, citing budget constraints and lack of technical expertise as significant hurdles.
Data security emerges as another concern, with a disconnect between operators’ confidence in their security measures and guests’ willingness to share personal data. The research emphasises better communication to bridge this gap and build trust with guests.
The research uncovered fascinating insights into the areas where guests desire more technological investment. For example, nearly 30% of guests express a strong interest in enhanced mapping and wayfinding capabilities, with over 40% believing that artificial intelligence (AI) can revolutionise navigation in the future. However, the report reveals that only 15% of operators plan to invest in these areas in the coming years, indicating a potential missed opportunity.
“Our research report aims to bridge the gap between guest expectations and operator strategies,” said Mark Locker, Founder & 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.”
The upcoming webinar on September 11th, “Why Average Technology is Sabotaging Guest Experiences” promises to be an engaging and collaborative conversation. Panelists will discuss the report’s findings and share their suggestions on how to turn ‘average’ ratings into moments of delight. Images: Attractions.io
