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Mission admission More than just a ticket to ride!

If all tickets do at your park or attraction is allow guests in through the front gate, you’re missing out on a lot of tricks – and revenue. In Park World’s annual ticketing feature, we talk to three suppliers about current trends, including ticket sales via social media, in-park payment, and the possibility of removing the turnstiles in favour of handheld scanners

Various mobile ticketing products from OmniTicket

Our panel comprises TJ Chistensen (TJC), senior vice-president of business development for North America and Europe at accesso; John Gibson (JG) of Best Union UK/OmniTicket Network; and Balaji Venugopal (BV), founder and director of Semnox Solutions in India (BV).

What are the latest trends in ticketing?

TJ Christensen (TJC), accesso – The biggest trend we’ve seen across our ticketing business over the past 12 to 15 months has been the monumental shift to mobile purchasing. In 2012, mobile ticket sales were only 2-3% of our total online sales volume, and less than three years later we’re quickly approaching a “mobile majority” – where in 2014 we saw anywhere from 15-20% of online


ticket sales coming from mobile devices. It is an exceptional opportunity for operators who have embraced mobile and the significant conversion this phenomenon is able to drive. Balaji Venugopal (BV), Semnox – Online and mobile is the preferred form of ticketing these days. People want a system that is more convenient, practical, simple and secure, and digital ticketing offers clear benefits.

John Gibson (JG), OmniTicket – The most exciting trend is the ever-growing level of interaction between theme parks/attractions and their guests. Starting from an online presence that allows the guest to design their visit before they’ve left home, to a custom greeting when they arrive at the front entrance, to an active presence on social media sites, the interaction between parks and their guests enhances the guest experience and opens up opportunities for the parks to build positive guest relationships.

What is the most popular form of ticket these days? JG – Most one-day attractions still seem to use thermal barcoded tickets. RFID wristbands are becoming more common at larger attractions where the wristbands can be used for more than just admission, such as to access lockers, buy food and purchase retail items. As the cost of RFID media decreases, more attractions will be able to consider this option.


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