1. What’s changed for visitor attractions & experiences?
Attractions and Experiences have suffered greatly as a result of the pandemic. Consumer behaviour has also changed. Owners and operators need to capture every possible opportunity to rebound and the food and drink experience has the potential to be a key driver of that success.
The food and drink offering at an attraction or experience is often seen as an ‘add on’ and not always considered as a revenue/profit driver or even as a core business revenue stream. With the new consumer trends of ‘added value’ and the drive towards sustainability, this is an area of your business which may be underexploited. Food and drink offerings can be designed to reflect you and your business, your values and brand voice. Offerings can be designed to add value to the experience and in some cases even be the reason that people want to visit your attraction. What do you want to be famous for?
Using food and drink as a revenue/profit generator for your business should be already be a part of your business plan, and how your attraction works. Take it a step further – use food and drink to stimulate demand and exploit all possible opportunities as your operation puts food and drink, front and centre!
Demand has grown for Family-friendly leisure experiences
With remote working becoming more common, and so causing a decrease in business travel, leisure travel is now taking over as a priority, and family experiences have become more important. Research has shown that the ‘Experience’ has become more important than ever, often multi-generational groups, as the value for ‘family time’ has increased. Offerings need to tailor products to keep up with and capitalise on this opportunity for growth and expansion. Innovation and thinking differently will offer guests the opportunity to create new and exciting memories with their loved ones.
The trend for domestic travel
More than ever, the desire to enjoy local attractions has never been stronger. Experiences and attractions have seen significant increases in the local guest footprint, and are adjusting products and services accordingly. Domestic Tourism will continue to be a focus in in the years ahead. Families are likely to opt for no-hassle leisure experiences.
The demand for value-added and meaningful experiences
With the focus on ‘Experience’ and ‘Memories’ triggered by lockdown restrictions and a shift in the perception of leisure experiences, guests are opting for and investing in value-added services e.g. annual passes, more personal experiences, and lengthier dwell time options. Guests are prepared to pay for that special treatment or experience, or that higher quality standard – ‘treat’ culture, perhaps borne from ‘accidental savings of the lockdown. This is an opportunity for operators to tailor make and expand their product portfolio and so increase yield. Guests are now seeking out more meaningful experiences which match their specific needs and interests. Attractions and experiences need to be agile and quick to tailor their customer experiences and products in line with this trending information.
Cashless, safe and hassle-free payments
Although not new, it now stands as a safe and speedy substitute for physical cash. Research has shown that the easier the transaction, the higher the spend. Operators need to ensure that this is available for fast, easy transactions, which may well mean investment in IT infrastructure and optimal connectivity. Having no minimum spend has facilitated more impulse purchase, and the use of digital wallets is now commonplace. Operators must facilitate payment methods which guests expect, and in so doing capture higher spend opportunities.