But the key to overcoming repulsion may lie in technology, as three of 560% of consumers argue that technology is essential to ensuring safety and encouraging them to visit attractions once again.
According to the Omnico Group survey of 2,015 U.S. consumers, visitors are most concerned about their safety. The biggest concern is that 60 percent of people are moving, 53 percent not enforcing safe social distancing, and two out of 542 percent are more focused on bringing money than ensuring the safety of visitors, even after a rough year.
Additionally, more than a third of respondents believe attraction is not enough to limit visitor numbers, while one in 33% say there is not enough space in enabling a contactless customer experience, and one in four express concern about attraction's ability to reduce queues.
Survey – presented in Omnico's "2021 Five Steps to Reconstruct Your Footsteps and Boost Your Loyalty" report – Here's a look at what attractions can do to improve consumer comfort and confidence, alleviate concerns, and encourage visitors after a difficult 2020 year.
Mel Taylor, CEO of Omnico Group, explains, "It's understandable that consumers are reluctant to return to attraction in 2021, after a year we've had, but the outlook is not all bleak. By understanding and addressing visitor concerns, businesses can now take appropriate steps to address them and welcome visitors safely. Our study highlights three key areas where attractions need to focus attention and make improvements that can ultimately transform their businesses, and technology plays a fundamental role here."
Safety, and capacity, first
Safety 59% and capacity 47% are top of the priority list for consumers looking to visit attractions this year; ensuring visitors’ physical safety on-site and managing a responsible level of capacity will be deal-breakers – and could mean the difference between visiting or not.
86% of U.S. consumers are now researching an attraction’s Covid-19 safety measures prior to booking; and 3 in 5 60% respondents say if those measures aren’t up to scratch, they will simply book elsewhere.
When asked what they’re looking for to alleviate safety concerns, 53% of US respondents said clear social distancing guidelines, 44% wanted capped visitor numbers, and 36% said staggered entry times would make them feel safer visiting attractions in 2021.
Technology must-haves
Physical safety isn’t the only must for venues in 2021; technology has a significant role to play in ensuring attractions are prepared for the year ahead.
60% of respondents agreed that technology is needed to address Covid-19 safety and would make them more likely to visit an attraction during the pandemic.
For this reason, many of the technologies previously deemed ‘nice-to-haves’ are now considered ‘must-haves’ by visitors looking to return in 2021, including: contactless entry points, smart tickets, and turnstiles 55%, self-scan checkouts 49% and pay-at-table 47% for contactless service, and attraction mobile apps 53%.
In fact, a contactless customer experience – which minimizes physical contact between visitors, other patrons, and staff – is now so important that over 1 in 4 26% consumers booking trips this year will only visit attractions that can offer this kind of experience.
Loyalty: the post-COVID currency
With 89% of attraction businesses having seen a considerable drop in visitor numbers** since the pandemic began, rewarding the loyalty of those that are still willing to walk through the gates is more important than ever.
88% of US respondents said personalized offers would make them more likely to visit an attraction in 2021, citing discounted or ‘off-peak’ ticket prices 40%, free or discounted return visits 40%, family-friendly events 38%, and food and drink offers 35% as the most appealing drivers.
As a result, 42% of consumers consider loyalty apps another ‘must-have’ technology for venues in 2021, and over 1 in 4 26% say some loyalty perks – like the option to pay for VIP packages or access to a private area away from crowds – would actually make them feel safer during their visit.
“The Covid-19 pandemic marks a significant inflection point for the attractions industry,” Taylor continued. “Consumers are entering 2021 with a completely different outlook, and a brand-new set of expectations for businesses like theme parks, resorts, casinos, and public attractions. Safety is rightly top of the priority list, and technology has a vital role to play in ensuring that venues are Covid-secure for returning guests. So, it’s reassuring to hear that the vast majority 88% of attraction businesses* appreciate the importance of technology for restoring consumer confidence this year.
“Not only can technology make attractions safer for visitors – whether that’s through contactless customer service at kiosks or via self-serve apps, smart solutions like e-ticketing, or operating at safe capacity via integrated management platforms – it can make businesses run smoother. At Omnico, we pride ourselves on delivering the tools that will help businesses prepare for this new normal and support their recovery after challenging times.” 바다이야기