The power of data in transforming the attractions industry experience economy.

In today’s rapidly evolving digital landscape, data has become an invaluable asset for businesses. Tim Berners-Lee, the inventor of the World Wide Web, famously stated, “Data is a precious thing and will last longer than the systems themselves.” While the precise context of his remark is debated, its truth resonates deeply in the current business environment, where generating, analysing, and sharing data are paramount for success.

The sheer volume of data generated daily is staggering. Everyday internet users produce approximately 2.5 quintillion bytes of data, with over 92% of this activity occurring via mobile phones. Remarkably, more than 90% of all existing data has been created within the last seven years alone, a trend predicted to accelerate as 'Generation Data' (Gen D) matures.

For visitor attractions, understanding and utilising this wealth of information is crucial. Just as Joe Pine and Jim Gilmore argue in "The Experience Economy," businesses that grasp their unique ‘-ing’ factor (the core experience they offer), can deliver premium, personalised services. For attractions, this means leveraging data to comprehend visitors’ ‘visiting’, ‘viewing’, ‘dwelling’, ‘shopping’, and ‘learning’ habits. Beyond operational efficiencies, data insights enable attractions to build customer loyalty and ensure business sustainability by understanding the impact of their offerings.

Why Visitor Attractions Need a Data Strategy

A robust, data-driven strategy is fundamental for visitor attractions. The lockdowns of 2020 and 2021 underscored the profound human desire for experiences and exploration beyond one's immediate surroundings. This societal shift has fuelled the rise of 'experientialism', a trend so significant that The Harvard Business Review notes: "experiences have emerged as the next step in what we call the progression of economic value."

Globally, the tourism market, valued at over USD150 billion, is projected to grow as restrictions ease. While tours and accommodation are significant, visitor attractions (including museums, aquariums, zoos, heritage sites, gardens, and theme parks), form a substantial part of the broader experience sector. With research indicating a clear preference for spending on experiences rather than possessions, the attractions sector represents a considerable opportunity.

Despite this potential, many attraction operators perceive themselves as technologically behind, often underestimating the transformative power of data. While a basic website, simple app, and digital ticketing system are good starting points, they fall short of what modern technology can truly enable. A key reason for investing in a data-centric approach is to embrace the digital transformation necessary to engage with the 92% of users active on mobile phones.

Among these mobile users are members of Gen D, a generation that lives and breathes data creation and consumption. They expect personalised engagement and will readily disengage if their expectations for tailored experiences are not met. Therefore, delivering personalised interactions is no longer a luxury but a necessity for visitor attractions.

How an Audience Engagement Platform Drives Value

Understanding visitors’ ‘-ing’ and creating personalised experiences to diversify revenue streams and ensure profitability is straightforward with the right tools. This is where an Audience Engagement Platform (AEP) comes in.

What is an AEP?

An AEP is specialised attraction management software designed to assist the global visitor attraction sector in gathering, interpreting, and delivering customised and targeted data to support business objectives. Cloud-hosted systems, like the n-gage.io AEP, are SaaS solutions that are simple to install and operate, requiring no advanced technical experience. These platforms offer the best of both worlds: a hybrid attraction management software comprising an operator platform and a mobile app, integrating CRM and CMS with advanced data analysis capabilities.

Intelligent Engagement and Data Collection

An AEP empowers operators to intelligently engage with visitors before, during, and after their visit. This enhances the on-site experience and keeps the attraction top-of-mind long after departure, all while collecting valuable behavioural data that can improve operations, boost engagement, and drive new revenue. As mobile apps are ubiquitous, an AEP seamlessly integrates into this digital ecosystem. Content uploaded to the AEP is immediately replicated on the visitor's downloaded app, which mirrors the attraction's branding.

• Real-time Insights: Through the app and each mobile phone’s unique data signature, operators gain insights such as tracking and heat-mapping where visitors spend most of their time (dwell time).
• Personalised Interaction: With real-time data, the AEP can send specific visitors targeted questions, surveys, or polls about their experience at an exhibit or a talk, based on their observed behaviour.
• Streamlined Ticketing: Data collection begins the moment the visitor downloads the app. Visitors can purchase tickets through the AEP, adding another layer of information. The AEP sends a dynamic QR code to their mobile phone’s wallet, minimising waste and continuing the data journey upon arrival.

Enhancing Visitor Experiences

The AEP offers numerous ways to enhance the visitor experience:

• QR Code Information: Similar to restaurant menus, physical information boards can be augmented with QR codes that link to additional multimedia content, enriching the interaction.
• Beacon Technology: Bluetooth-enabled beacon triggering technology can surprise and delight visitors as they pass certain displays, delivering contextual information or interactive elements.
• Wayfinding and Gamification**: Integrated wayfinding tools smooth the visitor journey, while gamification modules elevate interactive engagement for all age groups.

Each interaction generates another layer of information, gradually building a comprehensive picture of visitor preferences. Armed with this, attractions can segment visitors and deliver the personalised content they desire, both in the moment and for ongoing engagement.

Knowledge is Power: The Future of Data in Attractions

When used responsibly and ethically, data can transform and enhance a business, while also empowering and benefiting audiences. As Sir Francis Bacon noted in his work "Meditationes Sacrae" (1597), “knowledge itself is power,” suggesting that shared knowledge underpins reputation, influence, and ultimately, success.

With correct data privacy, security, and transparency measures in place, and with the vast amount of information being generated, now is the opportune moment for visitor attractions to invest in an AEP. By doing so, they can truly understand their customers and elevate the overall experience they provide.