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.
- 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.
- 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.
- 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.
- 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.