The Audience of the Future Challenge Facing Global Visitor Attractions post Pandemic.

Customer expectations are rapidly evolving, with a growing demand for enhanced digital experiences. The COVID-19 pandemic significantly impacted the visitor attraction market, exacerbating a pre-existing need for new engagement strategies.

Before the pandemic, only 17% of over 5,500 recognised visitor attractions in England utilised mobile apps. How attractions adapt to these changing expectations will be crucial for their future success. While 2021 accelerated technology adoption, the real impact lies in how effectively this technology is deployed.

The Evolving Role of Technology in Visitor Attractions

As attractions reopen, technology is vital for both visitors and operators, helping to restore a sense of normality and balance operational safety with enjoyment. However, many visitor experience markets have yet to fully leverage the new technological landscape to deliver the highly personalised and customisable solutions that modern audiences expect.

The pandemic fostered greater technology acceptance and awareness of its potential. For years, the visitor attraction market has explored how technology can enhance engagement and build loyalty. While some previously considered technology a 'nice to have' due to high investment and uncertain returns, many now recognise its 'business critical' importance and are reviewing their digital engagement strategies.

The advent of 5G and improved data networks allows for greater content consumption at lower costs. A recent Ericson Mobility Report highlighted that 63% of all mobile traffic is now video content, projected to exceed 75% by 2025. This raises questions about how visitor attractions are adapting to this 'audience of the future' revolution and what lessons they have learned from the pandemic.

Rethinking Visitor Communication and Engagement

The significant reduction in visitor numbers during the pandemic forced many attractions to re-evaluate their communication strategies. The surge in Facebook Live events, for instance, provided a platform for engagement. However, the question remains: how effectively did social media contribute to building and enhancing customer experience and brand loyalty, or was it simply the best option available during challenging circumstances?

Visitor attractions must consider how to plan for the future, leveraging available technology to deliver more immersive and personalised experiences. Technology also offers opportunities to enhance the 'before' and, crucially, the 'after' visit experience, enabling attractions to remain 'always open' regardless of external factors.

Improvements in visitor attraction technology are making visits more enjoyable, from queue management and pre-ordering to seamless ticketing and beacon-activated messaging. However, are these advancements keeping pace with visitor expectations, and how will they continue to evolve to meet future audience needs?

Learning from Disney's Digital Innovation

An article from Blooloop featured Tilak Mandadi, Head of Digital and Technology for Disney Parks Experiences. He spoke about the 'theme park metaverse' at the International Association of Amusement Parks and Attractions conference, envisioning 'connected park experiences that transcend the physical and digital barrier and unlock new layers of storytelling'.

Throughout COVID-19, Disney continued to innovate, enhancing guest experiences directly. They maintained meaningful connections with guests at home via their mobile experience, blogs, and social media, ensuring the Disney Parks connection endured. Mandadi foresees a near future where connected technology, digital media, and extended reality further enhance the Disney experience.

He noted that while technology enables these experiences, it should never impede the experience itself. This presents a challenge for many in the market: how can attractions of all sizes, even on a smaller scale, follow Disney's lead to cost-effectively enhance their visitor experience through technology investment?

The Importance of Mobile-Optimised Experiences

Many mobile-optimised experiences aim to boost engagement but often fall short due to a lack of technological and content innovation, failing to meet both audience and client expectations. We are all consuming more content than ever on our own devices; the 2020 Ofcom UK benchmark showed that over four-fifths of online time is now spent on mobile devices.

Providing a positive experience across different channels, particularly mobile, is critical. A Vanson Bourne survey for Acquia revealed that 77% of UK respondents reported changes in their digital experience with brands since the pandemic began.

The challenge is to transform the visitor experience from passive consumption of marketing messages into active participation in a brand experience. Like Disney, attractions should consider how technology, digital content, and data can unlock storytelling and personalisation to enhance visitor brand loyalty.

The n-gage.io platform offers a cost-effective immersive experience solution for visitor attractions, venues, and destinations. It is designed to help address these market challenges and enable attractions to maintain a stronger connection with their future audiences.