Creating Connections

In today's 'always-on' world, visitor attractions face the challenge of meeting increasingly high audience expectations. People expect instant information, immersive experiences, and byte-sized content delivered on the go. To stand out and ensure memorable visits, attractions must forge meaningful connections with their audience before, during, and after their visit.

Achieving this doesn't need to be complicated. Modern Software as a Service (SaaS) solutions, such as cloud-based Audience Engagement Platforms (AEPs), offer plug-and-play options that are easy to implement and operate, requiring no specialist technical expertise. These platforms are designed to enhance visitor experiences and build lasting relationships.

Why are digital connections important?

Human connections foster deeper relationships and improve wellbeing. In our digitally interconnected society, the definition of 'connection' has expanded. We use mobile devices for communication, security, and even controlling smart appliances. Within the visitor experience sector, technology facilitates profound connections between attractions and visitors, benefiting both parties.

These connections, particularly vital in the post-pandemic era, form what we call a 'personalised continuous feedback loop'. They are crucial for transforming visitors into loyal fans, enriching learning opportunities, and diversifying revenue streams. Digital connections also support audience growth as visitors share their experiences, contributing to the attraction's overall sustainability.

5 ways to build visitor connections with technology

1. Embrace digital transformation

For many attractions, digital transformation can seem a distant goal. However, integrating a digital framework streamlines operations and stimulates growth. Going digital opens numerous avenues for engaging with visitors on multiple levels. While navigating the technology landscape can be complex, it's essential to define your needs clearly and ask potential providers detailed questions.

2. Simplify payments

Once visitors decide to attend, make it easy for them to securely purchase tickets online via your own portal. This direct connection allows attractions to build their communication database. Digital tickets stored in a mobile wallet, scanned at entry, save time, reduce environmental impact, and create an excellent first impression.

Integrating digital payment facilities and e-commerce also enables pre-payment for pre-ordered meals or gift shop items, boosting revenue opportunities and visitor satisfaction. Simplified digital payments can also facilitate donations and sponsorships. For instance, a QR code beside an exhibit could allow visitors, moved by an emotional connection, to donate instantly via their app towards its preservation.

3. Enable the visitor's journey

While spontaneous exploration has its charm, offering visitors tools to plan their visit can enhance their experience. A 'plan your day' feature, combined with GPS wayfinding tools via a mobile app, helps visitors navigate easily to chosen exhibits or talks, optimising their time. This, linked to a dynamic cloud-hosted AEP, demonstrates consideration for visitor time and expectations.

Throughout their journey, as visitors use the app to discover locations or follow directions, multiple connection points generate data about their behaviour. Attractions gain insights into dwell times, allowing them to serve relevant, real-time content that deepens the relationship. Post-visit, advanced attraction management software ensures continued connection, delivering content on areas of interest or promoting upcoming events via push notifications or email.

4. Be present and engage

This is arguably the most critical aspect of creating meaningful connections. Visitors today are vocal, digitally-equipped, and curious. Static displays are no longer enough; they seek deeper information and interaction. Many attractions have limited capacity for in-depth, in-the-moment material.

An AEP can mitigate this by linking directly to an experience app on the visitor’s mobile device. Attractions can upload layers of multimedia content, served incrementally as visitors progress, or made available later. Robust AI and Machine Learning track visitor behaviour to determine areas of interest, allowing for tailored information delivery. Engagement can also be gamified through features like trigger beacons, object recognition, or interactive quizzes, fostering learning and participation. This two-way interaction, where visitor feedback is acknowledged and responded to, further strengthens connections.

5. Know your visitor

Imagine understanding a visitor's likes and dislikes as they explore, using this to inform the type of information or exhibits presented. Integrating an AEP into operational management makes this possible. AI and Machine Learning features allow attractions to refine communications based on data analytics, delivering tailored content via push notifications or emails.

Knowing your visitor also extends to ticketing, memberships, and loyalty programmes. Dynamic QR codes linked to an integrated membership system can instantly verify legitimacy and status, reducing potential bad debts and creating engagement opportunities. For security, visitor numbers can be tracked in real-time, with all information securely stored within frameworks like the n-gage.io platform.