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Guest Article
Creating safe theme park experiences in 2021 and beyond Technology will be key says Mel Taylor,
CEO, Omnico Group T Mel Taylor Theme park
operators that rely on pandemic restrictions easing to recuperate footfall will soon be forced to change tactics; enhancing visitor safety with
technology is their only chance for recovery.
WINTER PART 2 2021
he events of 2020 have altered the attractions industry beyond recognition. COVID-19 restrictions kept venues closed for months
on end, costing millions in revenue. As normality approaches in the form of COVID-19 vaccines, UK and US theme parks have begun announcing their 2021 opening dates, eager to welcome back visitors and make up for a year of slashed profi ts. But, while we’re all keen for a return to normality,
expecting visitors to come back in their usual numbers once lockdowns end is unrealistic. Based on our recent survey of 4,000 UK and US
consumers – including more than 2,000 theme park visitors – at Omnico, we discovered the majority (78%) are hesitant to visit attractions in 2021 due to fear of contracting the virus, while 1 in 4 (27%) simply won’t visit at all.
Theme park operators that rely on pandemic restrictions easing to recuperate footfall will soon be forced to change tactics; enhancing visitor safety with technology is their only chance for recovery.
Enabling touch-free interactions with technology
You only have to pick up a map at the entrance of a theme park or resort to appreciate the scale of an attraction business, and the vast number of customer touchpoints they encompass, from gates and turnstiles, to food service areas, to merchandise stores, and – most importantly – the rides. At many of these touchpoints, visitors have to interact with staff and come into contact with surfaces
touched by thousands of fellow thrill-seekers. Once simply part-and-parcel of the experience, these interactions now represent a serious safety concern. Enter: contactless technology, once simply a driver
of convenience, now a matter of necessity in terms of virus safety. Yet, 30% of the theme park goers we spoke to are worried venues aren’t doing enough to deliver contactless experiences upon reopening. For theme parks, it can be a deal breaker at all
stages of the guest journey: for instance, 50% of theme park visitors consider contactless entry (i.e. smart tickets, automated gates, turnstiles, or lockers) a must-have in 2021. Meanwhile, 29% and 34% are more likely to visit parks that offer self-serve kiosks and in-app food orders, respectively. Delivering impeccable theme park experiences that
encourage visitors through the gates this year is about removing friction as well as minimising infection risks. Consider simple touches like the ability to pay for a
meal at your table, or to self-scan products at shops. As a result of the pandemic, the number of people who consider these non-negotiable at a theme park has grown by roughly 10%. It’s clear that attraction operators need to make contactless a core part of their strategy in order to make visitors feel safe and boost footfall.
Ensuring safety with reduced crowds and queues Most theme parks can accommodate tens of thousands of people at any one time. Their buzzing atmosphere is arguably what makes visiting them so
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