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Editor's letter
New approaches

We need new tools to understand visitors in light of their COVID status, meaning traditional market segmentation may not give operators the insights needed to drive product development and marketing

By Liz Terry | Published in Attractions Management 2021 issue 2


Attractions operators and suppliers are accustomed to surviving the turmoil of global economic cycles and impacts on the industry by everything from volcanic eruptions to floods, coups and terrorist attacks.

Every time a new threat has emerged, the industry has risen to the challenge with innovations, new concepts and energy.

But throughout, one thing has remained constant – operators could take comfort from the fact that when customers returned, they behaved in fairly predictable ways.

As a result, the demographic profiling and market insights that drive tourism and attractions investments and operations have remained largely unchanged for many decades.

One of the biggest challenges facing the sector in the next five years, however, will be the reshaping of consumer groups by the pandemic. Demographics will still be a factor, but where once operators targeted certain groups by wealth or interest, now customers’ COVID status and attitudes towards the virus are becoming a new and important variable.

Those who’ve been doubled vaxxed and want to travel and visit attractions without restraint will be prized premium customers for many. Others who haven’t been (or can’t be) vaccinated, or who are fearful, will require a different approach and then there are the COVID deniers, who won’t be vaccinated, could be super spreaders and could shut businesses down. The situation with children is also complicated.

There may be little commonality between the people in these groups apart from their COVID status, so new thinking will be needed when it comes to market segmentation, experience design and the customer journey.

Using tech has enabled the industry to navigate its way through the pandemic far more nimbly than would have been possible even a decade ago and it will offer up more solutions as things progress.

On page 46 co-author of The Experience Economy, Joe Pine, flags up hybrid digital and physical offerings as a direction he believes will see us through the pandemic and beyond, contributing to a reorientation around visitors’ COVID status.

Pine says hybrid products can amplify the live experience, enable more people to attend and create important new revenue streams.

We hope to see sharing of best practice in relation to this challenge as the industry recovers.

Liz Terry, Attractions Management editor
[email protected]
@elizterry
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Jobs    News   Products   Magazine
Editor's letter
New approaches

We need new tools to understand visitors in light of their COVID status, meaning traditional market segmentation may not give operators the insights needed to drive product development and marketing

By Liz Terry | Published in Attractions Management 2021 issue 2


Attractions operators and suppliers are accustomed to surviving the turmoil of global economic cycles and impacts on the industry by everything from volcanic eruptions to floods, coups and terrorist attacks.

Every time a new threat has emerged, the industry has risen to the challenge with innovations, new concepts and energy.

But throughout, one thing has remained constant – operators could take comfort from the fact that when customers returned, they behaved in fairly predictable ways.

As a result, the demographic profiling and market insights that drive tourism and attractions investments and operations have remained largely unchanged for many decades.

One of the biggest challenges facing the sector in the next five years, however, will be the reshaping of consumer groups by the pandemic. Demographics will still be a factor, but where once operators targeted certain groups by wealth or interest, now customers’ COVID status and attitudes towards the virus are becoming a new and important variable.

Those who’ve been doubled vaxxed and want to travel and visit attractions without restraint will be prized premium customers for many. Others who haven’t been (or can’t be) vaccinated, or who are fearful, will require a different approach and then there are the COVID deniers, who won’t be vaccinated, could be super spreaders and could shut businesses down. The situation with children is also complicated.

There may be little commonality between the people in these groups apart from their COVID status, so new thinking will be needed when it comes to market segmentation, experience design and the customer journey.

Using tech has enabled the industry to navigate its way through the pandemic far more nimbly than would have been possible even a decade ago and it will offer up more solutions as things progress.

On page 46 co-author of The Experience Economy, Joe Pine, flags up hybrid digital and physical offerings as a direction he believes will see us through the pandemic and beyond, contributing to a reorientation around visitors’ COVID status.

Pine says hybrid products can amplify the live experience, enable more people to attend and create important new revenue streams.

We hope to see sharing of best practice in relation to this challenge as the industry recovers.

Liz Terry, Attractions Management editor
[email protected]
@elizterry
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+ More news   
 
COMPANY PROFILES
iPlayCO

iPlayCo was established in 1999. [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Red Raion

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

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

Red Raion and Leolandia announce partnership
Red Raion, the CGI studio specialised in media-based attractions, has announced its partnership with the popular Italian theme park Leolandia. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-25 Nov 2021

Scotland’s National Tourism Industry Conference

EICC, Edinburgh, United Kingdom
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


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Tel: +44 (0)1462 431385

©Cybertrek 2021

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