Large theme park resorts are often quick to boast about expensive new attractions that pack-in a host of unique and advanced technology. Yet their customers experience whilst visiting the parks and staying in on-site hotels is often made less enjoyable by reluctance from the resorts to move in to the 21st century.
To be fair to many resorts, including Walt Disney World and Disneyland Paris, they have made huge leaps online in order to ensure every part of booking your trip is quick and easy. Guests can now book their tickets, hotel and transportation all in one place and, in some resorts, make all their dining reservations for the trip from the comfort of their own home.
But once the resorts have your money the technology-based offerings seem to come to an end, leaving guests stressed on a trip which they planned on taking in order to get some rest and relaxation.
Disneyland Paris is notorious for this. As soon as guests get to the check-in desk they are bombarded with an abundance of leaflets, tickets and key cards which allow them to take advantage of a number of services offered around the resort.
At an ideal resort the majority of this should be condensed into one key card. The technology is available to put a guest’s room key and park tickets all on one key-card, yet many resorts seem reluctant to roll out a system which would make life infinitely easier for its customers.
Many places also allow you to charge purchases to your room on the very same key-card, a godsend for visitors looking to take a trip on a water ride, yet some resorts still fail to offer this service which forces guests to either take cash or a credit card, something which may force guests to bring along a wallet or purse when they don’t really need to.
Combining all these features in to one card may come at a cost for the resorts, but it will no doubt make a guest’s trip more enjoyable and may lead to repeat visits as well as visitors spreading a positive image of the resort to friends and family – in essence free advertising.
Speaking of free advertising, social media is another thing many resorts fail to utilise, despite the fact it’s a direct route straight to the computers and mobile devices of their target market.
Most if not all theme park resorts have some kind of social media account. Walt Disney World has a Facebook page, Twitter account and shares the Disney Parks Blog with Disneyland Resort over on the West Coast.
For the most part Walt Disney World often uses its social media accounts in order to promote new attractions, link to news articles on its main website or offer helpful tips to the people who read the various accounts.
Whilst this is all well and good potential customers now expect more of large organisations on social media sites. The key word is social and theme park resorts should be ready to interact with their visitors and potential customers rather than just offering a one-way communication system as so many resorts currently do.
Answering reasonable questions from guests via services such as Twitter is a great way in which to do this. By answering specific questions a theme park resort will create an image that they care about their visitors and want to help them, an image which may persuade a consumer to chose that resort as opposed to a competitor.
Sea World Parks and Entertainment have been particularly successful in this area with their @Shamu Twitter account, which offers a host of free giveaways and interacts with followers in a non-serious manner – giving the potential customers an idea of just how fun the parks will be.
Guests should also expect a similar level of interaction once they get to the resort. A Twitter account for wait time information would be a godsend at many resorts, replacing the increasingly outdated tip boards which force guests to walk in the opposite direction from where they want to go simply in order to check the wait time at an attraction.
It may seem like a service that would be hard to keep up with but it is certainly possible, as proven by London Heathrow Airport, whose Twitter account will quickly answer any questions which one of its 66 million passengers over the course of a year may ask.
Even better would be if the parks offered a wait times application for their parks in a similar style to Lines by Touring Plans, which offers incredibly accurate wait times, park hours and other useful information directly to your mobile device.
Of course checking park hours online can be a problem if you don’t have access to the internet at your hotel, a service which is becoming increasingly common at hotels around the world but many theme park resorts have yet to catch up with their counterparts.
Many guests now carry electronic devices on vacation with them, whether that be a laptop, mobile phone or another system which has internet connectivity. Anyone who caries such a devices will tell you how much they appreciate free or cheap Wi-Fi and how tempted they will be to return to the resort if such a service is offered.
There are many more features which could be added to resorts which would make guests trip much easier, but these are some of the more basic things which guests would enjoy and, if theme park resorts value their customers, should start looking into in the near-future.