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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
Mather & Co

We lead the world in incredible museum, exhibition, and attraction design. We work across the herita [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
Triotech

Triotech was established in 1999. The company is based in Montreal, Canada and has additional offi [more...]
+ More profiles  
FEATURED SUPPLIER

Behind the Scenes of IAAPA Expo 2022 with Michael Shelton
There is no place like IAAPA Expo, it’s the place to take in the most exciting sights, smells, tastes, and sensations that will take your career and attraction to new heights! The excitement, energy and opportunity are palpable. [more...]
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Red Raion TV - Testimonial: Leolandia
When you work in the Attractions Industry, there’s nothing better than seeing that dreamy look in the eyes of the people who have just tried your attraction. Find out more...
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01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
05-07 Dec 2022

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©Cybertrek 2022
Jobs    News   Products   Magazine
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
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Disney launches wearable MagicBand+ for Disneyland resort
Disney is utilising wearable technology to provide guests at its Disneyland Resort in Anaheim, California, with a wide range of 'hands-free conveniences and immersive experiences'.
Museum of London to close its doors with festival and all-night openings
The Museum of London in the UK capital is to hold two free weekend festivals and all-night openings ahead of the closure of its current home at London Wall in the City of London.
+ More news   
 
COMPANY PROFILES
Mather & Co

We lead the world in incredible museum, exhibition, and attraction design. We work across the herita [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
Triotech

Triotech was established in 1999. The company is based in Montreal, Canada and has additional offi [more...]
+ More profiles  
FEATURED SUPPLIER

Behind the Scenes of IAAPA Expo 2022 with Michael Shelton
There is no place like IAAPA Expo, it’s the place to take in the most exciting sights, smells, tastes, and sensations that will take your career and attraction to new heights! The excitement, energy and opportunity are palpable. [more...]
VIDEO GALLERY

Red Raion TV - Testimonial: Leolandia
When you work in the Attractions Industry, there’s nothing better than seeing that dreamy look in the eyes of the people who have just tried your attraction. Find out more...
More videos:
Red Raion TV - Opening Event: FICO Eataly World – Red Raion
Keynote | Moby Dick - Friends to the rescue! – Red Raion
ProSlide's all-in-one waterplay entertainment center – Proslide Tech Inc
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
05-07 Dec 2022

East Cape Futures

Hotel Palmas de Cortez, Los Barriles, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
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