More experience, more revenue – How amusement parks use visitor data for targeted marketing and offer management
Part 4 of understanding visitor flows - How amusement parks use smart technology to optimise experience, efficiency and revenue
In the previous parts of this article series, we showed how amusement parks can collect valuable data on visitor movements and behaviour through ticket scanning at points of sale – and how this data can be used to gain concrete insights.
In the fourth and final part, we now take a look at the next crucial step: How can these insights be translated into targeted marketing and a better, more personalised visitor experience? And how do these measures specifically lead to higher customer satisfaction – and more revenue?
After all, it's not just about knowing what's happening in the park – it's about actively and intelligently using that knowledge.
From gut feeling to data-based communication
Many marketing decisions in amusement parks are still made largely based on gut feeling. Which offers are advertised, when discounts are given or how guests are addressed – this is often based on experience, intuition or trial and error.
This is not wrong – but in an increasingly data-driven world, it is no longer sufficient.
Visitor flow analysis provides amusement parks with information that can be used to address target groups in a differentiated manner, personalise offers and time promotions more effectively.
What's more, these measures are not only more efficient, but also significantly more relevant for visitors. Personalisation, relevance and timing are the three most important factors for successful customer communication – and these are precisely what can be controlled in a targeted manner using visitor data.
1. Better understanding of target groups – and more appropriate targeting
Data from ticket scanning provides information about how different visitor groups behave in the park:
- Which offers do families take advantage of most frequently?
- Which attractions are particularly popular with young people?
- When are group visitors out and about – and where do they spend their time?
- Which age group uses which shops or catering facilities?
This information can be used for targeted marketing – e.g. through differentiated newsletters, social media campaigns or push messages in the park app.
Example
The analysis shows that families with children between the ages of 10 and 13 prefer to visit a certain themed area. A targeted in-app message at 11 a.m. with a voucher for a family meal at the nearby snack bar significantly increases the redemption rate – and boosts sales at lunchtime.
2. Personalised offers in real time
A modern POS system with visitor analysis not only enables subsequent evaluation, but also the implementation of dynamic offers in real time. This allows amusement parks to respond to guest behaviour while they are still in the park.
Possible scenarios:
- Visitors who have used a particular attraction receive a suitable merchandising offer nearby.
- Guests who are outside the busy areas at peak meal times receive a discount for a less frequented food outlet.
- Visitors who are in the exit area in the afternoon receive a voucher for a ‘souvenir’ with a limited validity period.
Example:
A visitor buys an ice cream in a remote area of the park at around 3 p.m. The system recognises that the total length of stay is already over four hours and sends an exclusive offer for a cup of coffee in the main restaurant via the app – valid for the next 30 minutes. The result: increased length of stay and additional revenue.
3. Guide visitors in a targeted manner – for better distribution and higher satisfaction
An often overlooked aspect of marketing is visitor guidance. With the right information at the right time, visitor numbers can be controlled in a targeted manner – reducing waiting times, easing peak times and encouraging the use of quieter areas.
Implementation options:
- Digital displays at central points with live information (‘Only 5 minutes' wait for attraction X’)
- Notifications via the park app (‘Eat now without waiting at the North Family Restaurant!’)
- Loudspeaker announcements with changing recommendations
- Targeted promotions for quiet areas (e.g. 2-for-1 offer in a less frequented shop)
Advantage:
Guests experience less waiting time, park operations run more smoothly – and at the same time, revenue potential at less frequented locations is better exploited.
4. Segmentation for targeted campaigns after the visit
Visitor flow analysis does not end when visitors leave the park. The data collected (provided it is GDPR-compliant and collected with the consent of the guests) can also be used for segmentation for follow-up campaigns and customer loyalty.
Possible measures:
- Thank you email with personalised recommendations ("Next time you visit: 10% off your favourite menu‘)
- Reminder of attractions that were not visited (’Did you miss the new show? Here's an exclusive voucher for your next visit‘)
- Offer for an annual ticket or season pass based on the length of stay (’Your day visit was well worth it – how about a season ticket at a special price?")
Example
A guest who stays for a long time, makes several purchases and uses many offers receives an exclusive offer for a discounted season ticket one week after their visit. Experience shows that the conversion rate of such campaigns is significantly higher than that of classic newsletter promotions.
5. Improve long-term marketing planning
In the long term, systematic evaluation of visitor and consumer behaviour helps to make overall marketing more sustainable. Knowing when which target groups visit the park, how they behave and what they expect makes it easier to plan:
- Which campaigns work better during the holiday season – and which ones outside of it?
- Which offers no longer need advertising because they are self-sustaining?
- Which customer groups have been neglected so far?
- Which events attract high visitor numbers but generate low per capita revenue – and why?
This not only makes marketing more effective, but also more efficient – with a better ROI and more targeted use of resources.
Conclusion: Intelligent marketing begins with understanding
Visitor flow analysis creates the basis for targeted, data-driven marketing that is based on actual behaviour – not on assumptions. Those who understand what visitors do, when, where and how can personalise offers, refine communication and systematically increase revenue per guest.
In a world where amusement parks compete with online shops, streaming services and themed restaurants, the personal, individual experience is a decisive factor for success. The good news is that the technical foundations for this are easier to implement today than ever before – with modern POS systems such as KORONA, digital touchpoints and intelligent data analysis.
In this series of articles, we want to show how parks can take the step towards data-driven park management and communication with manageable effort – and why this step is worthwhile.
