Why is visitor flow analysis crucial today?
Part 1 of understanding visitor flows - How amusement parks use smart technology to optimise experience, efficiency and revenue
The economic success of a leisure park no longer depends solely on major attractions, clean paths and friendly staff. In a digitalised world, guests expect entertainment, comfort, individuality and smooth processes. This is where a topic comes into play that is still new to many park operators, but which will become a central management task in the coming years: the systematic analysis of visitor flows.
In this series, we demonstrate how amusement parks can gain a better understanding of their guests' behaviour using simple tools and the right digital infrastructure, and how they can derive concrete operational and economic benefits from this.
First, let's start with the basics: What is visitor flow analysis, why is it becoming so important right now, and what advantages does it offer amusement park operators?
What does visitor flow analysis entail in an amusement park?
It refers to the targeted collection and evaluation of visitor movement and behaviour data within the park. The aim is to understand where guests are in the park at any given time, how long they stay, which routes they take and which attractions they visit - and which they don't.
This information helps amusement park operators to plan operational processes more effectively, identify sales opportunities, avoid bottlenecks, and create a more harmonious visitor experience overall.
It is important to note that this is not about personal tracking or invasive surveillance, but rather the anonymous evaluation of visitor interactions, for example by scanning admission tickets at ticket offices or sales points.
The principle is simple: scanning tickets at ticket offices
An effective and low-threshold method of recording visitor movements is to scan admission tickets at food outlets, souvenir shops, and other points of sale. Parks that use modern ticket systems, such as KORONA, can easily record tickets at the time of purchase, for example by scanning a barcode or QR code.
One example is when visitors receive a 5% discount on their order when they show or scan their ticket at a snack bar. This transaction is then linked to the system with a time stamp and the location of the point of sale in the background. If the ticket is scanned again later in a shop, a second data point is created, also including the location and time.
With each additional scan, a clearer picture emerges of how visitors move and behave within the park. This entire process is anonymous and compliant with data protection regulations, as no personal data is stored or processed.
So, why is this topic relevant right now?
Digitalisation in amusement parks has gained significant momentum in recent years. Self-service checkouts, mobile apps, e-tickets and online booking systems are now commonplace in many parks. The necessary infrastructure - scanners, point-of-sale (POS) systems and networked databases - is therefore already in place. However, the existing data is often not used consistently.
This is exactly what is changing now. At the most recent IAAPA trade fairs, including those in Orlando and Vienna, visitor flow analysis was one of the most popular topics of conversation. Park operators are looking for ways to make better decisions using simple methods, without incurring additional costs for expensive sensor technology or new software systems.
The idea is to analyse existing system data, such as that generated during purchase transactions, to provide valuable insights into visitor numbers and behaviour. This makes operations more efficient and allows operators to respond specifically to guests' expectations.
A practical example is a park with a ticket scanning strategy
Last year, a medium-sized theme park in Germany began actively promoting the scanning of admission tickets at all catering and shop checkouts. Visitors automatically received a 5% discount on their order with each scan.
The effects were noticeable after just a few weeks:
- Around 80% of visitors took advantage of the offer and scanned their ticket at at least two points of sale.
- Analysis of the data showed that certain catering outlets were almost exclusively used by visitors who came through the park via a specific route, leading to improvements in wayfinding.
- A previously poorly frequented shop on the edge of the park received significantly more walk-in customers and experienced a 25% increase in sales following targeted measures such as discount campaigns and better signage.
- Staff planning was adjusted as peak times at sales outlets could now be reliably identified.
These improvements were not based on expensive tools or lengthy studies, but on consistently using information that was already available.
What are the advantages of visitor flow analysis for amusement parks?
Systematic analysis of visitor flows opens up a wide range of practical possibilities in both day-to-day operations and the long-term development of the park.
More efficient staff planning
By evaluating visitor frequencies, peak times and quiet periods can be predicted more accurately. Staff can be deployed more effectively, improving service quality and optimising personnel costs.
Improved placement of offerings
When it is known which areas of the park are particularly popular, shops, snack stands and temporary sales promotions can be placed where they will have the greatest visibility and impact.
Targeted visitor guidance
If certain paths or attractions are found to be overcrowded while others remain underutilised, targeted measures can be taken to guide visitors, such as information signs, push notifications via the park app, or time-limited promotions in less popular areas.
Cross-selling and upselling can increase revenue. Knowing visitor routes allows targeted offers to be made. For example, someone coming off a roller coaster may be hungry for a snack. Someone near the exit may be tempted by a last-minute souvenir offer.
Informed investment decisions
Decisions about where to build new attractions, shops or restaurants can be based on real usage data, rather than gut feeling.
Greater guest satisfaction
Shorter waiting times, better placement of offers and smoother park operations lead directly to a more positive experience. This is crucial in the age of online reviews and recommendations.
In conclusion, make use of the data that is already available.
Visitor flow analysis is not just for technology specialists - it is a practical tool for any amusement park that wants to optimise its processes and improve the visitor experience. Modern solutions, such as those from Toucantix based on COMBASE technology, provide the technical means to gain maximum insight with minimum effort. Combined with a well-thought-out strategy (e.g. ticket scanning with incentives), this creates real added value for operators and visitors alike.
We will soon show how such a system can be integrated into everyday park operations, covering everything from technology and processes to communication with visitors.
