The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Insights into modern theme park strategies

Insights into modern theme park strategies | The Insight Files | Scoop.it

In this article, Skift has collated some of the key trends impacting upon the theme park industry, providing an insight into the strategies and marketing activities of modern day theme parks.

 

  1. Ticket prices are reaching a threshold - the price of tickets has gone up dramatically in recent years, with many families being unable to afford to visit on a regular basis. Theme parks may lean towards airline or hotel style pricing to maximise revenue.
  2. China is the big growth market in global tourism, including theme parks - China is still a new market for many travel brands and Shanghai Disney is in some ways blazing the trail. There's a lot of optimism about China, but it's more difficult than just landing there.
  3. Intellectual property is crucial, but only if it's strong - Experiences based on Harry Potter, for example, have been very successful for Universal, while SeaWorld  struggles with the fact that their IP, chiefly Shamu, is surrounded by negative publicity.
  4. The potential of virtual reality is questionable - Many travel brands are anxious to jump on the VR bandwagon, and theme parks recognise it as an inexpensive way to revitalise an existing ride.
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Amusement parks facing a new threat from home entertainment

Amusement parks facing a new threat from home entertainment | The Insight Files | Scoop.it

Your local fun zone, amusement centre and theme park is facing an existential challenge. They need to lure you off your couch with your high resolution, interactive video games and into their world of fun - real life fun. A decade ago, people flocked to theme parks big and small to experience the latest in entertainment and technology. Now, attractions need to come up with something better than the amazing quality of entertainment available on your computer or television screen. In order to compete, theme parks are trying to find ways to incorporate apps and social media into the games and rides so people will continue the immersive experience even after they've left the park. Some rides and theme park experiences allow guests to play game versions of the rides on their phones or compare their in-game scores to other guests via an app. Click here to read more.

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Aussie World rates in the South Pacific's top 10 theme parks

Aussie World rates in the South Pacific's top 10 theme parks | The Insight Files | Scoop.it

THE THEME-park juggernauts of the Gold Coast have a bit of competition, with the Sunshine Coast's Aussie World named in the South Pacific's top 10 amusement and water parks.

 

The honour, which came after voting by travellers in the Trip Advisor Travellers' Choice awards, ranks the Palmview venue up with attractions such as Sea World, Dreamworld and Warner Brothers Movie World, as well as New Zealand's famed Splash Planet.

 

"What a wonderful award to receive," Aussie World marketing manager Melinda Haeusler said when she heard the news.

 

"We're so pleased to have made the top 10 as these awards are based upon genuine feedback from guests who have been to Aussie World and who want to share their experience with others.

 

"We put a lot of effort into making sure that everyone who comes to Aussie World has a memorable and happy time and this goes to show our hard work has paid off."

 

A Sunshine Coast Destination spokeswoman said it was a huge testament to the commitment Aussie World had made to tourism.

"Aussie World have invested pretty heavily over the past two years, which has just been fantastic," she said.

 

"I think any sort of awards always sets an excellence benchmark for the entire tourism industry."

 

Australia Zoo, Under Water World and Top Shots Fun Park all received Certificates of Excellence.

 

Despite the accolades for our manmade attractions, the Coast's world-recognised natural assets missed out.

 

No Sunshine Coast beach made the nation's top 10, which included Burleigh Heads, Coolangatta, Byron Bay and Manly Beach.

 

The Coast as a whole also missed out on the top 25 destinations in the South Pacific.

 

Trip Advisor is the world's largest travel site.

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Theme park travellers head to where the fun is

Theme park travellers head to where the fun is | The Insight Files | Scoop.it

The latest findings from Roy Morgan Research show that 740,000 Australian holiday-goers visited at least one theme park on their last holiday. While Australia is still the most common destination for holiday-makers who have visited a theme park on their last trip (55%), foreign destinations were also popular, with 45% of holidaymakers who visited a theme park on their last trip being overseas when they did so. The USA was the most popular international destination among people who went to a theme park on their last overseas holiday. Find out more.

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