Attractions operators are discovering the profits that can be made from selling accommodation of all types – from hotels and resorts, to shared ownership. Early adopters have led the way and now the wider market is poised for growth
By Liz Terry | Published in Attractions Management 2018 issue 2
A recent visit to the wonderful Europa Park in Germany gave me serious pause for thought, as the scale of Roland Mack’s hotel aspirations became clear.
We did a hard hat tour of the park’s new hotel which is under construction, and it’s ambitious – the size of the project is such it seems Europa Park is pivoting to become a hotel operator with a theme park attached, rather than a theme park operator with hotels on the side.
This will be the park’s sixth hotel. Called Krønasår, it will open in 2019 and have 276 rooms and 28 family suites, as well as conference and banqueting facilities and restaurants. The entire place will be themed as a natural history museum.
The Mack family, who own and run Europa Park, have more land and early work is underway on a seventh hotel.
Hotels and attractions are becoming closer bedfellows and the trend is all positive. With their experiential skills and theming expertise, attractions designers are capable of creating the most amazing places to stay – as far removed from the dull, cookie-cutter monotony of your average hotel as it’s possible to get. Accommodation also adds significantly to the guest experience, as demonstrated by the occupancy rates being achieved by operators who have taken the leap.
The new AECOM/TEA Theme Index highlights this trend by logging important new hotel developments at Parc Asterix in Paris, Ocean Park Hong Kong and the Xcaret Park in Mexico, as well as the much anticipated Star Wars themed hotel at Walt Disney World Resort and Marvel hotel at Disneyland Paris.
Personally, I can’t wait for someone to create a Harry Potter hotel – can you imagine how amazing it would be to actually stay at Hogwarts? Occupancy would be 100 per cent year-round.
With such strong catalogues of IPs to use as the basis for themed hotels, attractions owners and operators are ideally placed to either go it alone and own, build and operate themselves, or to do so in collaborating with hotel investors and hotel operating companies. The opportunity is there within the industry to roll out a wide range of accommodation offers.
These could be in any kind of attraction which is regional, national or international in scale and has a suitable catchment area and available land with the right consents.
The hospitality sector is experiencing strong growth, and hotel operators and investors are looking for partnerships to bring new developments to market: the visitor attractions sector is a great fit, given it brings with it an existing clientele, marketing firepower, land and good travel links. Attractions operators also make great joint venture partners because they understand the service economy and have strong, consumer-facing brands.
Themed hotels already exist, but we think the experience and immersion can be taken to a new level with the next generation of properties to be built, to create a new genre of hotel.
Without serious accommodation portfolios, larger scale attractions will never fulfil their true potential, so building out this side of the business is the next stage in our evolution.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 2
People profile: Damien Hirst
Turner Prize-winning artist Damien Hirst exhibits a series of spot paintings and huge sculptures at a Norfolk stately home
People profile: Penka Kouneva
Movie and video game composer Penka Kouneva moves into the world of attractions with the Heroes and Legends exhibit and VR installations
Industry Opinion: Zoos & Aquariums
WAZA’s Sabrina Brando on providing animals with opportunities for choices, stimulating environments and enriching activities
Interview: Sultan Al Dhaheri
With the launch of Warner Bros World and
the Louvre in Abu Dhabi, the Department
of Culture and Tourism’s Sultan Al Dhaheri
explains how investing in attractions is
helping the emirate meet its tourism goals
Animal sanctuaries: Paws for Thought
The UK’s Big Cat Sanctuary is the subject
of a recent BBC documentary. Managing
director Giles Clark explains how the
facility works – and introduces Maya
the jaguar and Willow the cheetah
Science Centres: Getting Engaged
Researchers Dr Amy Seakins and
Dr Heather King explain how science
capital empowers science centres
to engage wider audiences in STEM,
plus European initiatives in action
Digital art: Light Fantastic
Tokyo-based digital art collective teamLab is
on a mission to change the way we interact
with and experience art. Magali Robathan
reports on the group’s installation work
and their upcoming museum launch
Attractions operators are discovering the profits that can be made from selling accommodation of all types – from hotels and resorts, to shared ownership. Early adopters have led the way and now the wider market is poised for growth
By Liz Terry | Published in Attractions Management 2018 issue 2
A recent visit to the wonderful Europa Park in Germany gave me serious pause for thought, as the scale of Roland Mack’s hotel aspirations became clear.
We did a hard hat tour of the park’s new hotel which is under construction, and it’s ambitious – the size of the project is such it seems Europa Park is pivoting to become a hotel operator with a theme park attached, rather than a theme park operator with hotels on the side.
This will be the park’s sixth hotel. Called Krønasår, it will open in 2019 and have 276 rooms and 28 family suites, as well as conference and banqueting facilities and restaurants. The entire place will be themed as a natural history museum.
The Mack family, who own and run Europa Park, have more land and early work is underway on a seventh hotel.
Hotels and attractions are becoming closer bedfellows and the trend is all positive. With their experiential skills and theming expertise, attractions designers are capable of creating the most amazing places to stay – as far removed from the dull, cookie-cutter monotony of your average hotel as it’s possible to get. Accommodation also adds significantly to the guest experience, as demonstrated by the occupancy rates being achieved by operators who have taken the leap.
The new AECOM/TEA Theme Index highlights this trend by logging important new hotel developments at Parc Asterix in Paris, Ocean Park Hong Kong and the Xcaret Park in Mexico, as well as the much anticipated Star Wars themed hotel at Walt Disney World Resort and Marvel hotel at Disneyland Paris.
Personally, I can’t wait for someone to create a Harry Potter hotel – can you imagine how amazing it would be to actually stay at Hogwarts? Occupancy would be 100 per cent year-round.
With such strong catalogues of IPs to use as the basis for themed hotels, attractions owners and operators are ideally placed to either go it alone and own, build and operate themselves, or to do so in collaborating with hotel investors and hotel operating companies. The opportunity is there within the industry to roll out a wide range of accommodation offers.
These could be in any kind of attraction which is regional, national or international in scale and has a suitable catchment area and available land with the right consents.
The hospitality sector is experiencing strong growth, and hotel operators and investors are looking for partnerships to bring new developments to market: the visitor attractions sector is a great fit, given it brings with it an existing clientele, marketing firepower, land and good travel links. Attractions operators also make great joint venture partners because they understand the service economy and have strong, consumer-facing brands.
Themed hotels already exist, but we think the experience and immersion can be taken to a new level with the next generation of properties to be built, to create a new genre of hotel.
Without serious accommodation portfolios, larger scale attractions will never fulfil their true potential, so building out this side of the business is the next stage in our evolution.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2018 issue 2
People profile: Damien Hirst
Turner Prize-winning artist Damien Hirst exhibits a series of spot paintings and huge sculptures at a Norfolk stately home
People profile: Penka Kouneva
Movie and video game composer Penka Kouneva moves into the world of attractions with the Heroes and Legends exhibit and VR installations
Industry Opinion: Zoos & Aquariums
WAZA’s Sabrina Brando on providing animals with opportunities for choices, stimulating environments and enriching activities
Interview: Sultan Al Dhaheri
With the launch of Warner Bros World and
the Louvre in Abu Dhabi, the Department
of Culture and Tourism’s Sultan Al Dhaheri
explains how investing in attractions is
helping the emirate meet its tourism goals
Animal sanctuaries: Paws for Thought
The UK’s Big Cat Sanctuary is the subject
of a recent BBC documentary. Managing
director Giles Clark explains how the
facility works – and introduces Maya
the jaguar and Willow the cheetah
Science Centres: Getting Engaged
Researchers Dr Amy Seakins and
Dr Heather King explain how science
capital empowers science centres
to engage wider audiences in STEM,
plus European initiatives in action
Digital art: Light Fantastic
Tokyo-based digital art collective teamLab is
on a mission to change the way we interact
with and experience art. Magali Robathan
reports on the group’s installation work
and their upcoming museum launch
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
+ More news
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