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TRENDS Leisure Foresight 2014 From Leisure Management magazine


What’s coming down the track for the global leisure industries. Leisure Management examines the trends, technologies and strategies which will shape the future


INTERACTIVE TECH HAVING FUN


Combining technology, entertainment and experiences, South African Breweries used technology to create an imaginative, interactive game for customers – the Extra Cold Mind Reader challenged drinkers to keep thinking cool thoughts, even when presented with images of extreme heat and a range of other distractions. The more they concentrate on cool thoughts, the more ice cold beer they were rewarded with. The brain-powered technology was


created for Castle Lite – a low-carb, ice-cold beer, and the novel unique sensory experience used interactive lighting, cold air, immersive visuals and sound to complete the experience. The system was designed by Hellocomputer, and built by Thing- king and used an EEG headset to measure spontaneous brain activity over a short period of time along the scalp. The device also picked up on conscious thought, emotion and facial expressions, all of which it used to control the experience.


12 LEISURE HANDBOOK 2014 ONLINE REVIEWS


STAR PERFORMANCE Online reviews are having a huge impact on service businesses and although few operators embraced them to the degree seen in the hotel and restaurant sectors, the opportunity is there to increase business by encouraging and managing reviews across all areas of leisure. A study by economists at the University of California, Berkeley found a variance of just half a star rating can determine whether a business thrives or goes bust. Researchers focused on restaurant reviews on Yelp.com and found that the difference between 3 and 3.5 stars increased the chance of a business reach- ing capacity at peak times from 13 per cent to as much as 34 per cent. Further reinforcement of the impact comes from a TripAdvisor study which


Online reviews can determine profi tability


found that properties with 11 reviews or more on the website see a 28 per cent rise in user engagement when compared to those with 10 or fewer. Dealing well with complaints relating to


online reviews is also important according to a PhoCusWright report which found that 84 per cent of TripAdvisor users said an ap- propriate management response to a bad review improves their impression of a hotel.


A varience of just half a star rating can determine


whether a business thrives or goes bust, according to economists at the University of California, Berkeley


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