Beyond Gut Feelings: Is Your Attraction Ready to Grow Up?

At IAAPA Expo 2024, RocketRez CEO John Pendergrast illustrated how attractions often face challenges like a precarious bridge crossing - either rushing ahead without proper planning or moving too cautiously with eyes closed to opportunities.

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The message was clear: the attractions industry is ready for transformation.

The Challenge: Where Many Attractions Stand Today

Many attractions are sitting on a goldmine of data but can't access it effectively. Does this sound familiar?

• "Why do guests prefer certain experiences over others?"
• "What drives our most profitable days?"
• "How can we predict and prepare for peak periods?"
• "Which marketing channels are actually driving bookings?"

The Solution: Two Pillars of Modern Attraction Management

1. The Intelligence Within: Your Data is Your Most Valuable Asset

Secure Complete Data Access

Your first priority should be gaining access to 100% of your operational data. Ask yourself:

• Can you track a guest's journey from first click to final review?
• Do you know which add-ons are most popular with different guest segments?
• Can you identify your most valuable booking channels?

Without full visibility into your operations, you're making decisions with one eye closed. Partial access means partial insights, and as John noted, "If you can't measure it, you can't manage it."

Ensure Data Flexibility

Don't settle for basic reporting. Your data should be available in multiple formats:

• CSV exports for basic analysis
• Business Intelligence (BI) tool integration
• API access to your preferred tools

This flexibility allows you to extract deeper insights and adapt to changing business needs.

Invest in Data Expertise

Just as you hire web agencies for your online presence, consider bringing in data experts. They can:

• Uncover hidden patterns in guest behavior
• Transform raw data into actionable insights
• Deliver ROI faster than you might expect

2. Connect to Accelerate: The Power of Guest Communication

Are you still relying on fragmented, manual communication systems?

In today's fast-paced environment, guests expect instant responses, personalized messages, and real-time updates–all while enjoying a seamless booking experience.

Ask yourself:

• Are you sending the same generic messages to all guests?
• Do guests have to call you for basic information?
• How much staff time is spent on routine communication?

Building Meaningful Connections

It's time to move beyond basic transactional communication. Instead of just sending tickets and directions, focus on:

• Reducing guest anxiety through proactive communication
• Addressing questions before they become concerns
• Creating peace of mind throughout the guest journey

The Result: The Attraction Flywheel

When you combine powerful data insights with effective guest communication, you create what John calls "The Attraction Flywheel":

1. Exceptional guest experiences
2. Positive reviews and word-of-mouth
3. Increased visitor numbers
4. More data collection
5. Deeper guest insights
6. Enhanced guest experiences → And the cycle continues

Taking Action: Your Path Forward

Start by assessing these key areas:

Your Data Strategy

• What data are you collecting vs. what could you collect?
• How quickly can you access and act on insights?
• Are you capturing the full guest journey?

Your Communication Approach

• Are you proactively engaging with guests?
• Can you automate key touchpoints?
• Are your ticketing and communication systems working together effectively?

Moving Forward

The attractions industry stands at a crucial juncture between adolescence and maturity. Success requires both data-driven decision-making and meaningful guest connections.

By embracing these principles, you can create more predictable outcomes and improved guest experiences, driving sustainable growth through the Attraction Flywheel.

Ready to mature your attraction's operations?

Schedule a demo with RocketRez today to discover how our all-in-one platform can help you leverage the power of integrated data and communication tools to create exceptional guest experiences that drive growth.