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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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COMPANY PROFILES
Triotech

Triotech was established in 1999. The company is based in Montreal, Canada and has additional offi [more...]
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Clip 'n Climb

Clip ‘n Climb currently offers facility owners and investors more than 40 colourful and unique Cha [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide's all-in-one waterplay entertainment center
RideHOUSE is an iconic waterplay complex purposefully designed for young kids and families to enjoy. Find out more...
More videos:
Red Raion Showreel 2021 – Red Raion
Keynote | Moby Dick - Friends to the rescue! – Red Raion
Red Raion TV - Testimonial: Leolandia – 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
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