Research conducted by Omnico Group has found that 8 in 10 (78%) theme park consumers in the UK are reluctant to visit sites in 2021 due to ongoing concerns about the Covid-19 pandemic. Furthermore, as many as 1 in 4 guests say they won’t be visiting attraction sites at all this year.
The research asked more than 2,000 UK consumers their thoughts on visiting theme parks and other entertainment sites like zoos, aquariums, museums and casinos this year. 23% say they are concerned about returning to such public places.
More than half (52%) of the participants said they believe technology will play a vital part in helping alleviate fears and ensure the safety of guests.
When it comes to specific concerns, 58% say their top worry is navigating crowds. 54% of those interviewed said the inability to social distance is their leading concern. 1 in 3 UK consumers are of the belief that attraction sites are more focused on bringing in money then ensuring visitor safety.
Mel Taylor, CEO of Omnico Group, commented on the findings of the research: “After the year we’ve had, it’s understandable that consumers are reluctant to return to attractions in 2021, but the outlook isn’t all doom and gloom. By understanding and addressing visitor concerns now, businesses can put in place appropriate measures to negate worries and begin welcoming visitors back safely.
“Our research highlights three core areas where attractions should focus their attention and make improvements that could ultimately turn the tide for their business – and technology has a fundamental role to play in this,” Taylor continued.
The findings of the research are presented in Omnico’s ‘5 Steps to Rebuild Footfall and Drive Loyalty in 2021’ report.
