Background and challenge
Improving client experience is a differentiating factor for the companies that decide to invest. This is evident across industries, including entertainment, where the visitor journey is becoming more and more personal. In our case, a renowned theme park engaged Neollect in order to take a new step in access and transport related information provision and interface with visitors.
Approach and recommendations
Our project objective was to design a new digital journey to make the park more accessible. At the initial stage, we performed a thorough benchmarking exercise that covered several theme parks around the globe. Key lessons learned were captured, such as:
Using the above lessons and considering the needs of our client, available recourses and local characteristics, we developed the functionalities for the website and app to be offered to the visitors of the park.
- in all cases theme parks operate a dedicated website providing elaborate transport information, allowing visitors and guests to plan their travel to the park;
- websites also provide up-to-date travel information, regarding trains, buses, airports transfers, taxis and even car sharing schemes;
- a dedicated mobile app having journey planning capabilities is also a common practice;
- online booking of parking spaces and transport services (such as buses and taxis) may also be offered, while real time traffic information may be transmitted.
Using the above lessons and considering the needs of our client, available recourses and local characteristics, we developed the functionalities for the website and app to be offered to the visitors of the park.
Transforming visitor experience in a theme park with digital solutions
Impact
Essential features for the new digital journey for the guests of the park included:
- current information about available transport options to reach the theme park;
- contact information for taxis and car rental services;
- map of available parking facilities, including capacity, pricing and live webcams;
- journey planning capabilities;
- real time traffic and road status monitoring;
- reservation and ticket purchasing services for buses and rail;
- walking and hiking trails;
- information for micromobility services available on site.
