Ninety per cent of UK and US guests at theme parks want to pre-book their entire trip before arrival, a new survey has found.

According to an Omnico survey, guests want to have their accommodation, tickets, meals, merchandise and more organised in advance, ensuring a hassle-free experience.

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.

Close to 84 per cent of Western respondents said their experience would improve if they could choose from a range of personalised promotions on-site, while 81 per cent 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 per cent) only able to conduct online research.

Other findings show the popularity of payment technology. Around 77 per cent want to pay for everything they consume in a resort with cashless devices such as wristbands or smartphone apps. Some 83 per cent 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," he said. - TradeArabia News Service