The findings feature in the first Omnico Theme Park Barometer, exploring the experiences of more than 2,000 park guests in the US, UK and China.
84% of Western respondents said their experience would improve if they could choose from a range of personalised promotions on-site, while 81% said they would like to receive alerts on ideal times to visit restaurants, underlining the importance of convenience.
"Visitors overwhelmingly want a single, connected resort experience, with emphasis on convenience and enjoyment," said Mel Taylor, CEO, Omnico Group. "Theme park operators need to accommodate this shift in outlook."
Research shows visitors are limited in what they can book beforehand, with the majority (64%) only able to conduct online research.
Other findings show the popularity of payment technology. 77% want to pay for everything they consume in a resort with cashless devices such as wristbands or smartphone apps. 83% would use a resort's app if it provided them with a variety of functions such as maps and the ability to order in advance.
"Customers want operators to use technology to give them a stress-free experience that is good value and memorable," added Taylor. "This does not require major investment in new solutions, but intelligent integration that fits each piece of the jigsaw together perfectly, from POS systems to CRM and loyalty personalisation."
"We believe our Theme Park Barometer will be an indispensable tool for determining where effort should be focused and investments made."
For the full report: http://www.themepark.omnicogroup.com
Omnico is an established, innovative and agile omni-channel software and services company that works with leading retail, entertainment and destination brands. With a rich heritage spanning 25 years, we create compelling personalised and consistent shopper and guest experiences uniting transactions and engagement across all touch-points. Our software, known as Omnico Commerce, unifies the customer journeys across all channels.
Our customers include well-known brands such as Jaeger, HMV, Merlin Entertainment, Price Smart, National Trust, Coop Denmark, Dune and Pret a Manger.