Attractions.io, a leading creator of mobile visitor apps, is researching visitor attitudes to technology across the guest journey, in collaboration with SSA Ventures, a partner entity of SSA Group committed to transforming the digital, human, and product environments for hospitality and the visitor experience.
The preliminary study was based on information gathered from more than 200 operators and 1,000 attraction visitors in the US and Europe. It provides insight into the current state of digital experiences in the attractions sector as well as visitors’ expectations for the future, all of which are compared with operators’ investment plans.
To celebrate the launch, Attractions.io is hosting a webinar titled Why average technology is hurting visitor satisfaction (and how to fix it) on 11 September at 4 pm (BST).
The session features leading figures, David Rosenberg, SSA Ventures, formerly Monterey Bay Aquarium; Mark Locker, founder and CEO, Attractions.io, Blooloop 50 Influencer, Dolf De Jong, CEO, Toronto Zoo, and Nick Dan-Bergman, VP of marketing at LaneTerralever. This panel will examine the report’s findings and offer suggestions for how to transform ‘average’ ratings into moments of joy.
To find out more and register to attend, please click here.
Bridging the gaps
One of the most remarkable findings of the research, set to be investigated further, is that 63% of visitors are willing to pay extra for tickets to guarantee an enhanced experience. Yet existing digital experiences do not live up to these expectations, with visitors describing their experiences as average or ‘expected’. 30% of visitors find digital experiences too limited, while approximately 25% find them hard to access or locate.
In addition, the research identifies a confidence gap between technology leaders and other attraction stakeholders. While technology leaders are confident in their ability to deliver on their digital transformation goals, marketing and operations leaders are less so, and note budget restrictions and limited technical experience as significant barriers.
Another issue that arises is data security, with a gap between operators’ confidence in their security procedures and visitors’ willingness to provide personal information. The study focuses on improving communication to bridge this gap and foster trust with visitors.
The study yielded surprising insights into areas in which visitors would like more technological investment. For example, almost 30% of visitors are very interested in improved mapping and navigational functionality, and more than 40% believe that artificial intelligence (AI) will transform navigation in the future.
However, the survey finds that only 15% of operators intend to invest in these areas in the coming years, so the opportunity may be missed.
Mark Locker, founder and CEO of Attractions.io, says: “Our research report aims to bridge the gap between guest expectations and operator strategies. By understanding the key areas where technology can enhance the guest experience, CTOs and digital leaders can make informed decisions and allocate resources effectively.”
Last month, Attractions.io announced that it is working with hospitality technology company Cinchio Solutions to launch mobile apps at leading North American attractions; Detroit Zoo, Brookfield Zoo Chicago, and Toronto Zoo.