GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
Get digital editions & ezines FREE >
Jobs   News   Features   Products   Company profilesProfiles   Magazine   Handbook   Advertise    Subscribe  
Tech
Getting personal

Digital companions are driving deeper connections and helping to personalise the experience at visitor attractions, says Daniel Burzlaff, head of Attractions by UNIT9


Options for tech-led personalised convenience now surround us in our day-to-day lives – from recommended shows on Netflix, to Alexa helping out with recipes in the kitchen. Audiences have come to expect that same level of tailored guidance and careful curation in every experience they have – and all the more so when they’re a guest. With 83 per cent willing to share their data to create a more personalised experience, visitor attractions are presented with a clear opportunity to track, analyse and tailor the guest experience at every touchpoint, utilising augmented reality, artificial intelligence and other digital technologies to create bespoke 1:1 connections with their guests and keep them coming back time and again.

Mobile companion apps are emerging as the perfect addition to any guest experience. From bringing visitors closer to collections, facilities, or rides, to providing the ability to book special events, enter competitions, pre-order add-ons or receive reminder notifications, digital apps put more control directly into guests’ palms to help them get the most out of their visit.

During the pandemic, the virtual doors of the Metropolitan Museum of Art were flung open thanks to a mobile app that gave access to immersive digital galleries, art history trivia, games and AR masterpieces. Although designed for use at home, a similar principle would work fantastically in the museum itself, enabling visitors to learn more about each painting, test their knowledge and interact with the artwork by scanning with their phones to uncover hidden details. Combine this with a preference selector like the High Museum of Art’s Tinder-style Heartmatch app – which allows guests to create a customised map for their visit by swiping right for their favourite artworks – and you can start to see how a fully-rounded omniscient digital companion can be formed.

Taking this one step further, we can introduce location-based technology to create an even more functional and engaging guide that also reinforces a venue’s IP or narrative. AR apps that use positional Cloud Anchors to connect real world locations with digital content can now provide an elevated service to visitors, making the sometimes tricky task of navigation not only easy, but enjoyable. This is wayfinding of the future.

Changdeok Palace in Seoul used a digitally-mapped AR experience to introduce visitors to Haechi, a mythical animal tour guide who leads them through the palace grounds while telling stories of the Joseon dynasty. Added accessibility features such as step-free route options and an at-home edition for those not visiting the palace in person effectively extended this experience to an even wider audience.

As well as wayfinding, location-based AR can also enhance the visitor experience through gamification. PortAventura World’s football-themed app The Beat Challenge invited users to create their own digital avatar before choosing a custom path through the park, unlocking exclusive games and content in each zone – including AR football challenges against super-size La Liga players. Earning rewards the more they explore, apps like this can bring the physical park to life for visitors, encouraging repeat visits to discover a different experience each time.

Along with smartphone-based apps, wearable technology can also offer the chance to differentiate the visitor experience. Disney’s latest Magic Band+ update, recently launched at Disneyland, sees further integration between the digital wearables and the physical park. As well as facilitating seamless admission, photo access, cashless payments and personalised lighting and vibrations, the wristwear gives guests the power to bring Disney statues to life and enjoy extra interaction with experiences such as the Star Wars: Batuu Bounty Hunters quest.

It will be interesting to see if the Magic Band+ will also make use of any technology to decipher visitor behaviour and sentiment. Theoretically, every interaction could be tracked, recorded and used by Disney to build a unique personal profile of each visitor, used to make tailored recommendations both during and after the visit. This would allow the franchise to deliver highly personalised future experiences to guests while also collecting valuable learnings for their business.

Manchester City Football Club have recently trialled a similar technology in collaboration with Cisco, introducing a Connected Scarf that allows the team to understand the emotions of their supporters. Analysing this biometric data using artificial intelligence can identify factors affecting audience behaviour and enable venues to leverage them to their advantage – an effective way to determine which rides need an extra dash of scare factor, or which exhibits need livening up.

Data-driven digital tools are offering guests more relevant and accessible experiences that are perfectly tailored to them, plus giving venues that all-important overview on behaviour and preferences for more meaningful long-term connection. Premium, holistic hospitality experiences are now available in the palm of visitors’ hands.

"Sensor-integrated wearables can also help venues to track visitor sentiment, measuring key emotions such as joy, nervousness and boredom to see what part of the experience makes them tick" – Daniel Burzlaff, head of Attractions by UNIT9

PortAventura World’s football-themed app allows guests to customise their visit Credit: Photo: Unit 9
The High Museum of Art’s Tinder-style app provides guests with a custom map Credit: Photo: High Museum of Art
Guests playing the interactive quest at Star Wars: Galaxy’s Edge, Disneyland Credit: Photo: Winston Suk/Disneyland Resort
Disney’s interactive MagicBand+ was launched at Disneyland in October 2022 Credit: Photo: Winston Suk/Disneyland Resort
COMPANY PROFILES
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

How two water rides are creating refreshing adventures in Vietnam’s biggest theme park
Aiming to become a top entertainment destination in southern Vietnam for both domestic and international tourists, VinWonders Phú Quốc opened in 2021 as the biggest theme park in the country. [more...]
VIDEO GALLERY

Red Raion - Testimonial Richard Needham - SimEx-Iwerks Entertainment
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-26 Oct 2023

ASEAN Pool & Spa Expo

IMPACT Exhibition Centre, Thailand
24-27 Oct 2023

Synergy - The Retreat Show

Palmaïa, The House of Aia, Playacar, Playa del Carmen, Mexico
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2023 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2023 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2022 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2022 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2023
Jobs    News   Products   Magazine   Subscribe
Tech
Getting personal

Digital companions are driving deeper connections and helping to personalise the experience at visitor attractions, says Daniel Burzlaff, head of Attractions by UNIT9


Options for tech-led personalised convenience now surround us in our day-to-day lives – from recommended shows on Netflix, to Alexa helping out with recipes in the kitchen. Audiences have come to expect that same level of tailored guidance and careful curation in every experience they have – and all the more so when they’re a guest. With 83 per cent willing to share their data to create a more personalised experience, visitor attractions are presented with a clear opportunity to track, analyse and tailor the guest experience at every touchpoint, utilising augmented reality, artificial intelligence and other digital technologies to create bespoke 1:1 connections with their guests and keep them coming back time and again.

Mobile companion apps are emerging as the perfect addition to any guest experience. From bringing visitors closer to collections, facilities, or rides, to providing the ability to book special events, enter competitions, pre-order add-ons or receive reminder notifications, digital apps put more control directly into guests’ palms to help them get the most out of their visit.

During the pandemic, the virtual doors of the Metropolitan Museum of Art were flung open thanks to a mobile app that gave access to immersive digital galleries, art history trivia, games and AR masterpieces. Although designed for use at home, a similar principle would work fantastically in the museum itself, enabling visitors to learn more about each painting, test their knowledge and interact with the artwork by scanning with their phones to uncover hidden details. Combine this with a preference selector like the High Museum of Art’s Tinder-style Heartmatch app – which allows guests to create a customised map for their visit by swiping right for their favourite artworks – and you can start to see how a fully-rounded omniscient digital companion can be formed.

Taking this one step further, we can introduce location-based technology to create an even more functional and engaging guide that also reinforces a venue’s IP or narrative. AR apps that use positional Cloud Anchors to connect real world locations with digital content can now provide an elevated service to visitors, making the sometimes tricky task of navigation not only easy, but enjoyable. This is wayfinding of the future.

Changdeok Palace in Seoul used a digitally-mapped AR experience to introduce visitors to Haechi, a mythical animal tour guide who leads them through the palace grounds while telling stories of the Joseon dynasty. Added accessibility features such as step-free route options and an at-home edition for those not visiting the palace in person effectively extended this experience to an even wider audience.

As well as wayfinding, location-based AR can also enhance the visitor experience through gamification. PortAventura World’s football-themed app The Beat Challenge invited users to create their own digital avatar before choosing a custom path through the park, unlocking exclusive games and content in each zone – including AR football challenges against super-size La Liga players. Earning rewards the more they explore, apps like this can bring the physical park to life for visitors, encouraging repeat visits to discover a different experience each time.

Along with smartphone-based apps, wearable technology can also offer the chance to differentiate the visitor experience. Disney’s latest Magic Band+ update, recently launched at Disneyland, sees further integration between the digital wearables and the physical park. As well as facilitating seamless admission, photo access, cashless payments and personalised lighting and vibrations, the wristwear gives guests the power to bring Disney statues to life and enjoy extra interaction with experiences such as the Star Wars: Batuu Bounty Hunters quest.

It will be interesting to see if the Magic Band+ will also make use of any technology to decipher visitor behaviour and sentiment. Theoretically, every interaction could be tracked, recorded and used by Disney to build a unique personal profile of each visitor, used to make tailored recommendations both during and after the visit. This would allow the franchise to deliver highly personalised future experiences to guests while also collecting valuable learnings for their business.

Manchester City Football Club have recently trialled a similar technology in collaboration with Cisco, introducing a Connected Scarf that allows the team to understand the emotions of their supporters. Analysing this biometric data using artificial intelligence can identify factors affecting audience behaviour and enable venues to leverage them to their advantage – an effective way to determine which rides need an extra dash of scare factor, or which exhibits need livening up.

Data-driven digital tools are offering guests more relevant and accessible experiences that are perfectly tailored to them, plus giving venues that all-important overview on behaviour and preferences for more meaningful long-term connection. Premium, holistic hospitality experiences are now available in the palm of visitors’ hands.

"Sensor-integrated wearables can also help venues to track visitor sentiment, measuring key emotions such as joy, nervousness and boredom to see what part of the experience makes them tick" – Daniel Burzlaff, head of Attractions by UNIT9

PortAventura World’s football-themed app allows guests to customise their visit Credit: Photo: Unit 9
The High Museum of Art’s Tinder-style app provides guests with a custom map Credit: Photo: High Museum of Art
Guests playing the interactive quest at Star Wars: Galaxy’s Edge, Disneyland Credit: Photo: Winston Suk/Disneyland Resort
Disney’s interactive MagicBand+ was launched at Disneyland in October 2022 Credit: Photo: Winston Suk/Disneyland Resort
LATEST NEWS
“We finally have a space worthy of our collection”: V&A launches huge new Photography Centre
Coronation Street experience gets investment ahead of reopening
The popular Coronation Street Tour in Manchester, UK, has been expanded into a brand new visitor attraction that will open to the public next month.
NWTO: Mountain tourism now accounts for up to 16 per cent of international tourist arrivals
Mountain tourism represents between nine and 16 per cent of all international tourist arrivals worldwide as people head for sport, health and wellbeing travel.
Vikings gather for TEA’s SATE Europe conference at Europa-Park
Therme Group planning flagship US facility in Washington DC
Global wellbeing organisation Therme Group US and Washington DC Mayor Muriel Bowser have signed a deal to work together toward identifying a site for a new Therme facility.
RWS reveals new name, creates a 'powerhouse team' with JRA, Ted and ARC
RWS Entertainment Group, based in New York City, has relaunched as RWS Global to create one 'powerhouse team'.
Ukrainian war museum among winners of Museums + Heritage Awards
The winners of this year's Museums + Heritage Awards have been revealed, with the National Museum of the History of Ukraine in the Second World War receiving a Judges’ Special Recognition Award for "documenting history in real- time".
Ecorecreo reveals more details about Aquarium de Montréal
A 'world-class' aquarium, offering visitors 'spectacular habitats' and unique, immersive exhibits will open in Canada in 2024.
Countdown begins for the opening of the world's largest multi-species aquarium in Abu Dhabi
Set to launch on 23 May, SeaWorld Abu Dhabi will feature eight different realms offering immersive experiences – as well as dynamic habitats housing different species together, as they are in their natural habitat.
Bjarke Ingels among finalists chosen in design competition for National Museum of the United States Navy
Five prominent architectural practices have revealed their designs for the planned new National Museum of the United States Navy.
Young V&A, designed with and for young people, to open in July
A museum dedicated to children will open its doors in London, UK, on 1 July 2023.
Universal Parks & Resorts rebrands as Universal Destinations & Experiences
Universal Parks & Resorts has undergone a rebrand to "better reflect" the changing nature of its offerings.
+ More news   
 
COMPANY PROFILES
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

How two water rides are creating refreshing adventures in Vietnam’s biggest theme park
Aiming to become a top entertainment destination in southern Vietnam for both domestic and international tourists, VinWonders Phú Quốc opened in 2021 as the biggest theme park in the country. [more...]
VIDEO GALLERY

Red Raion - Testimonial Richard Needham - SimEx-Iwerks Entertainment
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-26 Oct 2023

ASEAN Pool & Spa Expo

IMPACT Exhibition Centre, Thailand
24-27 Oct 2023

Synergy - The Retreat Show

Palmaïa, The House of Aia, Playacar, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2023

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS