How UK visitor attractions are embracing digitalisation to be more agile

Last year saw another year of challenging trading conditions for the visitor attraction sector across the UK. Cooler temperatures throughout the summer months, prolonged wet weather, and reduced discretionary spend all impacted consumer habits. For consumers who regularly attend attractions, the key concern last year was still value for money, with a heightened focus on quality and immersive experiences.

This year also promises both opportunities and challenges for the market, with some lingering economic uncertainty, as well as ongoing cost-of-living pressures tightening purse strings for consumers. However, digitalisation offers a powerful tool for visitor attractions to adapt, innovate, and enhance their offerings, helping them remain competitive in an increasingly competitive landscape. With customer expectations evolving, attractions are turning to technology to not only optimise operations, but also enrich visitor experiences.

Digitalisation: a trend spurred on by the pandemic

The digitalisation of visitor attractions is a trend that has really been spurred on by the pandemic, which forced many attractions to pivot to online systems for pre-booking and forward reservations, helping manage crowds and creating a more touch-free experience for visitors concerned about health and safety. While this was key when social distancing was in place, it also has been an useful tool  allowing operators to plan staffing and resource allocation more accurately, improving operational efficiency. Not only this, but it can help to gather valuable customer data through these systems, tracking preferences, trends and behaviour to better understand visitor habits and tailor future offerings.

Dynamic pricing is maximising revenue 

Dynamic pricing, which has been spurred on by digitalisation in industries such as travel and hospitality, has started to take root in the visitor attraction sector as well. This pricing model, supported by a growth in digital ticketing, adjusts ticket prices based on factors like time, season or special events. In order to be successful it isn’t just about using the right technology, but according to Traject Data, is also about data collection, processing capabilities and consumer acceptance. By adjusting prices fairly, operators benefit from improved cash flows and resource allocation. Some attractions even offer discounts for early pre-booking. 

Creating memorable experiences 

Visitor attractions are increasingly incorporating immersive experiences and theatrical elements. This trend accelerated in recent years as attractions seek to provide visitors with unique, memorable experiences that cannot be replicated elsewhere. For instance, LEGOLAND launched The Great LEGO VR (virtual reality) Race, where participants can race one another in the virtual LEGO world. From interactive exhibits and VR experiences to live performances and themed environments, attractions are pushing the boundaries of what is traditionally expected, keeping the attraction’s offerings dynamic and relevant.

Looking ahead

As the visitor attraction sector navigates through another year of challenges and opportunities, the focus remains on adapting to evolving consumer expectations and leveraging technological advancements. While ongoing cost-of-living pressures may create uncertainties, but the digitalisation trend offers a beacon of light. Looking ahead, the sector's ability to innovate and adapt will be crucial in maintaining competitiveness and ensuring sustainable growth in an increasingly dynamic landscape.

Further information

Contact Polly Graham