October 6, 2016 9:55 am
In an effort to help guests make the most out of their day, two major amusement parks in the UK and Denmark have installed BlipTrack to measure and predict wait times. The data enables the parks to boost guest experience with real-time wait times.
Precise wait time and visitor flow information is crucial, in order to provide a first-class customer experience, improve capacity planning and increase revenue.
Today many amusement parks base their wait times on judgement of each attraction´s team members, their feel for the location of the queues, and perceived current throughput of the ride. This information is often both inaccurate and inconsistent, which leads to dissatisfied guests. In addition, unpredictable events, such as down-times and variable load ratios between regular and express lanes increase the difficulty of manually maintaining queue times.
In recent years, more and more amusement parks have turned to an automated queue management technology that works by detecting Wi-Fi or Bluetooth signal of guest’s mobile devices. The technology is able to accurately measure and predict wait times, while simultaneously provide managers with data about how visitors move and use the park.
Queues lines are the pet peeve of visitors. The time spent waiting invariably comes at the top of the list of customer complaints. Queue management technologies, such as the BlipTrack solution, enable amusements parks to put lines in perspective. With real-time wait times at on screens at ride entrances and via mobile applications, the solution eliminates guesswork about how long the process will take. It reduces frustration and enables guests to maximize their time in the park by choosing alternative rides with shorter queues.
The data can also provide early warning if rides become congested. It allows managers to take proactive actions, such as opening additional lines, or give suggestions on messaging boards and apps about rides with shorter wait times. The distribution of guests ultimately helps reduce bottlenecks, and significantly increases the opportunity for a positive visitor experience, with more satisfied and recurring visitors as a result.
In addition, people standing in line are not spending money. A reduction of overall waiting times will therefore automatically increase revenues in retail areas and food courts.
To understand and improve individual areas of operations, it is important that the visitor’s journey is seen as a single process, rather than as a string of isolated events. The understanding that all individual events influence each other is key to unlocking potential gains. The collected data enable managers to review the flow of visitors to retrieve information about specific patterns, such as entrance and exit usage, re-visits, and time spent in retail areas, food courts, rides, restrooms and more. With this information, amusements parks are able to improve business development analytics, such as park capacity planning. It also enables the parks to add value of existing facilities and/or new investments, optimize operations, and improve the visitor flow.
Considering that the smartphone penetration nears 80% of the mobile market, data collection from mobile devices provides hard numbers of a significant percentage of visitors. Consequentially, the method provides amusement parks with the full picture of visitor experiences —from the moment they arrive, to exiting, and everywhere in between.
“With BlipTrack we are able to keep our passengers fully informed24/7 – both in the terminal and online – about what to expect at security. At peak times, up to 3,000 passengers an hour travel through security and our aim is to make that experience as smooth as possible whilst ensuring safety – BLIP Systems helps us do that.”
Chief Operating Officer at Edinburgh Airport
“BlipTrack has helped us to resource our operations on the day, and to identify pinch points and potential build ups. The very accurate data is used by our staff to monitor operations, and has enabled us to provide an optimum passenger experience by displaying accurate queue wait times.”
Technology Projects Manager at Dublin Airport Operations
“BLIP Systems provides us with valuable insights in passenger processes. The insights are used to continuously improve our performance together with our stakeholders. BLIP Systems has proved to be a reliable partner, with a clear understanding of our needs.”
Martijn Van Boxtel
Operational Manager Terminal Logistics at Schiphol Group
“BlipTrack provides us with valuable real-time insights about passenger queue time dynamics. It helps our managers to secure low queue times at minimum cost, and also provides our Analysis Department with direct feedback on their forecasting performance.” Read more.
Head of Operational and Business Analysis at Copenhagen Airports
“BlipTrack helps us manage and eliminate potential problem spots within the facility. Sharing the processing time with our travelers provides them with peace of mind, so they may continue to expect a pleasant travel experience.” Read more
Gert-Jan de Graaff
President and CEO of JFKIAT
“BlipTrack provides us with immediate visibility to the customer experience and resource effectiveness with throughput planning. The solution allows us to put the customer at ease at a critical stress point and reinforces our expectations around superior customer experience.” Read more
Vice President, Customer Experience at CVG
“BlipTrack provides valuable information that helps everyone manage expectations, especially when lines get long. The solution alerts airport employees about developing bottlenecks which allows them to react to the situation more quickly.” Read more
Vice President at JFKIAT
“BlipTrack has enabled CVG to continue our close collaboration with TSA to ensure that the passenger experience is one that enhances the journey experience rather than detract from it.” Read more
CEO at Cincinnati Airport
“We use BlipTrack to see when levels of service are breached and locate the reasons. It help us to identify work shift problems and to make more informed decisions.”
Guðmundur Karl Gautason
Manager – Operation Research at Keflavik Airport.
“BlipTrack allow us to gain a good understanding of check-point dynamics, and most importantly, our customers benefit directly by getting a better service.”
Project Manager Landside Operations at Genève Aéroport
“BlipTrack enables us to monitor the quality of the terminal processes to improve resource planning, and to perform consistent reporting to internal and external stakeholders.”Read more
Director of Operations at Brussels Airport