Park Research
parkworld-online.com Satisfaction guaranteed
Hong Kong’s happy park guests provide lessons for Asia
other high-tech features and special effects. Technology also has a part to play when looking at guest spend, as 53% of Hong Kong residents would spend more in the park if they had access to real-time queuing data or digital fast passes.
Ocean Park, Hong Kong
It has been estimated that by 2030 Asia will be home to three billion middle class people, a figure five times greater than Europe and 10 times higher than North America. As such, the continent’s theme
parks and attractions are expected to benefit from high spending
guests looking for new ways to enjoy their hard-earned wealth. Baz Slatter, global business
development director for Picsolve, highlights a few trends following a recent survey of park guests in Hong Kong
(US$7.8bn/€7bn) agreement with the Chinese government to build a park in Beijing by 2019, and of course the imminent arrival of Shanghai Disneyland from the state- backed Shanghai Shendi Group. Based on the 4.9% attendance increase last year at Asia’s
H
20 top theme/amusement parks (vs. 2.2% in the US), it is anticipated that the attractions industry in Asia could be the world’s largest within the next 15 years. However, for this to become a reality, operators in the region must focus on meeting consumer demand and maximising guest satisfaction. Many Asian theme park goers are already willing to spend luxuriously for new and exciting experiences, in some cases even higher than in the Middle East. There now follows a few profit-driving suggestions that savvy Asian park operators may wish to tap into to keep their guests spending.
Celebrating special occasions Using specially commissioned research, Picsolve found that nearly 40% of theme park goers in Hong Kong are most likely to visit a theme park for a special occasion. Their average spend, including in-park experiences, is HK$1,125 (US$145/€130).
Incorporating IP There is a demand for intellectual property (IP) to be incorporated within parks in Asia and, surprisingly, this is driven by 36-45 year olds, which is the age group that also includes the biggest spenders. In Hong Kong, 41% of park- goers agree they would pay more for branded rides or experiences that take them on a unique journey.
A Picsolve photo souvenir from Madame Tussauds Bangkok
40
Talking tech Technology plays a fundamental part of improving overall guest satisfaction in many parts of Asia, including Japan, South Korea and Hong Kong, where over 50% of local residents are excited by the concept of virtual reality. These people want to see it integrated into parks, together with
eavy investment from governments and global entertainment brands is highlighted by recent deals such as Universal’s RMB 50 billion
Photo sharing Given that celebrating a special occasion is one of the top reasons to visit a theme park, guests will undoubtedly want to capture the memories of their day. Consumers want digital photo content for the one-off thrills that generate the ‘cool’ images that can be shared instantly on social media. In Hong Kong, 96% of smartphone users browse the internet on their device – the highest percentage across Asia – whilst social media platforms such as Weibo, WeChat and Facebook are used by 64% of the overall population. It is therefore unsurprising that 64% of 18-24 year olds prefer digital photography to print. However, in Asia there remains a demand for print photography and it is most desired for attractions that have a specific heritage attached to them.
Instant images and all-inclusive pricing A third of 26-35 year olds agreed that they would be tempted to visit a theme park if they could download their images instantly, highlighting a new market that operators can tap into. Four out of 10 guests also want unlimited digital photography to be included within their entrance fee and all- inclusive pricing is something operators should think about integrating into their core offering.
Brand ambassadors As well as providing a stable source of income for a park, loyal guests often double as brand ambassadors as they encourage positive word of mouth reviews, which consumers in Southeast Asia trust most highly. Theme park visitors want transparency and unbiased opinions and therefore guaranteeing positive consumer-led reviews is one of the most powerful ways that operators can increase footfall. Beyond this, word of mouth can work in tandem with marketing efforts and even reduce marketing spend. As new parks proliferate across Asia, having such brand ambassadors on side will be an important weapon in the arsenal of established operators.
becomes tougher with the on-going construction of new parks and attractions across Mainland China (not to mention new developments close to Hong Kong such as Hengqin island), parks and attractions in the region must refine their offerings. It is no longer enough to hope for satisfied guests; they should be a core part of the park’s strategy from the outset. Those that take this into account have the opportunity to cultivate an army of brand ambassadors that have the power to humanise the theme park experience for others, and transform middle-class wealth within the Asian market into sustainable attraction revenue.
A
See Picsolve’s research into theme park guests in Hong Kong, and also an earlier report on the United Arab Emirates at
picsolve.biz/picsolve-insights/industry-insight-reports/
OCTOBER/NOVEMBER 2015
s we’ve seen, theme park guests in Hong Kong are all about the ‘here and now’ in terms of their demands. As competition within the industry
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56