Editor's letter - New approaches | attractionsmanagement.com
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
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Company profilesProfiles   Magazine   Handbook   Advertise  
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
COMPANY PROFILES
Red Raion

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

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
+ More profiles  
VIDEO GALLERY

Red Raion Showreel 2021
Another year has passed, and we’re definitely happy with what we have accomplished in 2021! Find out more...
More videos:
ProSlide's all-in-one waterplay entertainment center – Proslide Tech Inc
Red Raion TV - Opening Event: FICO Eataly World – Red Raion
Red Raion Showreel 2021 – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

03-04 Sep 2022

HEALING SUMMIT 2022 - The Healing of Everything

Pine Cliff Resort, Portugal
27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

Issue 1 Volume 27


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

Attractions Management

Issue 4 Volume 26


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

Attractions Management

2021 issue 3


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

Attractions Management

2021 issue 2


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 2022
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
LATEST NEWS
Liseberg's Grand Curiosa Hotel to open in 2023
Liseberg theme park in Sweden has confirmed the opening date for its new Grand Curiosa hotel.
London's Harry Potter studio tour to open Professor Sprout’s Greenhouse
Warner Bros. Studio Tour London will launch a new area on 1 July, further expanding the popular Harry Potter-themed visitor attraction in Leavesden.
Juneteenth Museum by Bjarke Ingels Group has been designed to inspire spiritual uplift
Detailed plans have been revealed for the National Juneteenth Museum in Fort Worth, Texas, US.
Jorvik's digital strategy described as 'leading light' after gaining international audience
The Jorvik Group has been named a ‘leading light’ for its digital strategy, which helped it gain an international audience of more than 3 million people during the pandemic.
Chester Zoo and Nothe Fort among Visit England Awards winners
Chester Zoo, Nothe Fort and Black Country Living Museum are among the 19 winners of this year's Visit England Awards for Excellence.
ALVA's Bernard Donoghue awarded OBE for his extraordinary work supporting the attractions sector
Bernard Donoghue, director of the Association of Leading Visitor Attractions (ALVA), has been awarded an OBE in the Queen's Birthday Honours.
Countdown begins on Museum of London's epic move to Smithfield Market
Museum of London in the UK will move to its new home in Smithfield in the heart of the capital at the beginning of 2023.
Industrial Light & Magic creates groundbreaking virtual ABBA concert
ABBA, the 70s icons behind hits such as Dancing Queen and Mamma Mia, has returned to live concerts after a 40-year break – in digital form.
Science Museum's major exhibition on cancer opens to the public
A major free exhibition on the treatment and understanding of cancer has opened at the Science Museum in London, UK.
Scruffy Dog and Simtec launch Fisher-Price themed trackless ride
Scruffy Dog Creative Group and Simtec Systems have partnered to launch a new immersive trackless dark ride featuring the popular Mattel IP, Fisher-Price.
Dohmen and Bertens join forces to launch Tourist Development and Attraction Consultants
Former Efteling COO, Coen Bertens, and former BRC Imagination Arts exec, Bart Dohmen, have partnered to set up a consultancy for the tourism and visitor attraction sectors.
Puy du Fou to create first US attraction
Puy du Fou is set to enter the US attractions market with its iconic, immersive themed visitor experience, after securing a partnership with the Eastern Band of the Cherokee Indian (ECBI).
+ More news   
 
COMPANY PROFILES
Red Raion

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

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
+ More profiles  
VIDEO GALLERY

Red Raion Showreel 2021
Another year has passed, and we’re definitely happy with what we have accomplished in 2021! Find out more...
More videos:
ProSlide's all-in-one waterplay entertainment center – Proslide Tech Inc
Red Raion TV - Opening Event: FICO Eataly World – Red Raion
Red Raion Showreel 2021 – Red Raion
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

03-04 Sep 2022

HEALING SUMMIT 2022 - The Healing of Everything

Pine Cliff Resort, Portugal
27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

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