Welcome to the inaugural InPark Market Report. This special section is designed to provide focus on one particular area of our industry, with news and articles from leaders in the field. Our first focus is on ticketing.
For years, parks and attractions have been at the forefront of innovative ticketing technologies that enhance the guest experience and streamline operations. In many ways, the pandemic accelerated this movement, with both guests and operators becoming interested in remote, digital interaction.
Here are some recent trends to consider when evaluating ticketing systems:
Going mobile
Smartphones are everywhere, and attractions are taking advantage of that by encouraging mobile-centric transactions, allowing guests to purchase tickets, receive updates, and access promotions directly from their personal devices. Benefits include reduced wait times and simplified entry procedures for guests.
Going cashless
RFID wristbands, QR codes, and digital cards enable simplified cashless transactions throughout a facility. In addition to being fast, cashless systems allow operators to track spending, and parents can set up limited accounts for their kids to access on their own.
Dynamic pricing
For years the industry has been moving towards dynamic pricing, allowing adjustments to ticket prices based on demand and other factors. With the goal of incentivizing visitation during slower periods, the technology is not without its critics. Nevertheless, the adoption of dynamic pricing models is increasing as operators see benefits in its ability to maximize revenue.
Virtual queues
With many options for implementation, virtual queues seek to reduce the amount of time guests wait in attraction lines, potentially freeing them up to shop and spend more elsewhere in the facility. Initially introduced as paper-based systems, most options have moved to mobile devices. Some operators charge extra for this service while others include it as part of their offering to all guests.
Big data
Many attractions are seeing the benefits of integrated ecosystems where point-of-sale (POS), ticketing, and other operational systems work seamlessly together. Designed to increase operational efficiency, the information it provides to operators can help them make decisions on staffing and planning while offering insights into guest behavior. It can also provide an avenue for operators to offer a more personalized experience for guests.
AI integration
The relatively recent integration of artificial intelligence (AI) into operating systems allows attractions to offer tailored recommendations and targeted promotions, potentially increasing their fan base and offering a deeper relationship between their brand and guests. •
