The UK tourist industry is booming. Since 2010, it has been the fastest growing sector in the UK in employment terms and it’s estimated the industry will be worth more than £257 billion by 2025.
From museums, to wildlife attractions, country houses, theme parks and historic settings, the variety of attractions on offer is broad, and pulls in millions of visitors from across the world, every year. The secret behind any attraction’s success, comes down to the experience being offered to visitors. Far beyond ticket prices, it is about the perceived value of the visit and what a visitor gains from it at every level.
So, what can visitor attractions do to enhance the experience they are offering?
Understanding the visitor journey
It starts with a thorough understanding of the visitor journey and ensuring that every touchpoint (interaction) along the way, is as strong as it can be. Whether entry is free or paid, visitors are giving up their time and energy to attend. The better their overall experience is, the more likely they are to return, or make recommendations to others. In the digital world we now live in, where someone can share their opinions on a global stage at the click of a button, this is more important than ever before. Nurturing online ambassadors and encouraging positive reviews can be worth its weight in gold, and creating an outstanding visitor experience sits at the heart of this.
At a basic level, it comes down to making the whole experience as smooth, easy and stress free as possible – from navigating the website, to making an online booking, ticket collection, entry points and being able to quickly find any required services, as and when needed on the day. If visitor satisfaction goes up, then attendance figures are likely to follow. And improving the visitor experience won’t just benefit attendance, it can also help attractions maximise opportunities to generate revenue on site.
For example, by providing more, smaller catering outlets spread across a site, queues will be reduced and more sales are likely to be captured. A visitor is also much more likely to pick up a souvenir of their visit if it will be quick and easy to do so, and they have a number of opportunities presented to them – as opposed to seeing one shop at the exit and deciding they can live without.
The good news is, portable units and kiosks can provide an innovative solution and are now more robust, flexible and cost-effective than they’ve ever been – especially when compared to bricks and mortar alternatives. So, what are the options for theme parks and visitor attractions at each stage of the physical visitor journey? In this visual guide, we have pulled together examples of portable retail, merchandising and catering solutions, and how they might best be applied.
Ticketing and Information Points
Food and beverage outlets
- Bespoke catering unit (walk-in or walk-to)
Merchandise sales (internal and external areas)
- Small concourse unit
- Wardrobe-style merchandise display unit
Retail (external areas)
- Bespoke portable shop unit (walk-in or walk-to)
- Bespoke portable unit
First aid point / Missing children point
- Small portable shop unit
Interested in a unit for your visitor attraction?
The Rapid Retail team is privileged to have designed, built and installed units for some of the UK’s leading visitor attractions, including Chester Zoo and Blackpool Pleasure Beach. Our units are fully powered, robust and can be branded as required, with security features and bespoke enhancements also available.
For more ideas, information or a quote, please call us on 01386 555044 or email firstname.lastname@example.org
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