So what are you going to do about it?
As the attraction momentum of 2018 is just beginning to build up speed and your teams gather to discuss budgets, goals, and strategies, keep in mind the timeless value of the master plan. Master plans are ideal in a thriving industry, as attractions reinvest healthy profits to expand their impact. Master plans are ideal in a sluggish industry, as well as creating institution-wide laser focus to be more efficient, effective, nimble, and competitive. Tese initiatives, involving entire organizations from top to bottom, analyze the attraction, formulate strategies for growth, develop new products and initiatives, and then create a clear roadmap for implementing them. Tey can breathe new life into once-foundational programs of an institution and create thicker fortress walls in times of siege.
Additionally, concentrate on the Unmet Needs within the matrix on the previous page. Meet with your team, from all levels and departments, and discuss how you can increase the diversity of your offerings. Meet with your marketing team and consider new and exciting promotions and discounts, and explore dynamic pricing to lure new and repeat guests inside. What can most often be highly- impactful, is to consider what brand new exhibits, rides, or programs you can implement to give your audience something new to see and enjoy.
Finally, get to know your audience better, on a more individual level. As a result of their recent Portrait of American Travelers report, MMGY Global recommends investing in tighter segmentation of your market and creating more personalized content for your guests. We no longer want to attract “the masses;” it’s about creating tailored messages and experiences for guests to truly feel like they connected with an attraction in a meaningful way, deepening their memories and connections to it – as well as their likelihood to come back – and bringing friends and family with them.
It’s a time of deceleration in the attractions industry, with travelers traveling less, exploring new options rather than revisiting, and seeking alternative fun and calm entertainment to traditional destinations. But it doesn’t have to stay that way. With Voice of the Visitor in-hand, you and your team have the direction and determination to revolutionize your attraction.
You just have to listen.
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