Research shows how attractions/casinos can boost visitors & revenue post-COVID
COVID-19 is perhaps the greatest crisis the attraction industry has ever faced. The UK gaming scene saw a 70% year-on-year drop in revenues, while US casinos lost between $42,000 and $700,000 (in the cases of large properties such as those on the Las Vegas Strip) every day they remained closed.
While the vaccine roll-out lays the groundwork for a better year than the last, recovery won’t be as easy as opening the doors up again. Omnico’s own research shows 8 in 10 consumers are reluctant to visit casinos in 2021 and, due to virus concerns, one in three won’t be visiting any attractions at all. This leaves casinos grappling with how to get anxious guests back at their venues, and how to boost revenue with reduced footfall. Adapting to new consumer demands is crucial.
With 62% of consumers choosing casinos based on their safety measures, 56% demanding contactless entry, and 86% favouring venues that provide personalised offers, technology and data will be key allies.
In the following article, Omnico’s CRO Keith Dunphy, discusses the key trends now shaping the attraction industry, and how businesses can respond to them and regain success in post-COVID.
What to expect on the post-covid casino floor?
A couple arrives at a casino and, instead of entering the lobby and mixing with other guests, they quickly check-in through the venue’s app, receive their digital passes, and head through the smart turnstiles, straight to their assigned gaming area.
Through the app, they can also order food and drinks to their seats, reserve a place at other gaming tables or slot machines for set times, top-up their gaming credit, and receive personalised vouchers to use on purchases or gameplay throughout the venue.
Thanks to technology, queues are kept to a minimum, guests benefit from quicker service (leaving more time for gameplay), and the whole casino experience is far more intelligent and – most importantly – enjoyable.
This may sound like a futuristic vision, but – due to changes brought about by COVID-19 – this scenario is currently playing out in casinos across the US, especially Las Vegas, where venues safely reopened last June and have been operating at 50% capacity.
With UK casinos slated to reopen on 17 May, consumers are taking note of what to expect, while wondering exactly how casinos plan to keep them safe post-Covid.
Ensuring safety through tech
It goes without saying, safety is the main consideration for all businesses right now – especially high footfall venues like casinos – and this is what’s driving change.
Visitors are demanding higher standards of safety in order to return and will vote with their feet if establishments fall short of expectations.
In fact, 86% of casino-goers (in our most recent survey) say they are now researching COVID-safety measures before deciding to visit a venue, with two thirds prepared to forego a trip if they are not satisfied.
Casino operators need to go beyond sanitisation stations, plexiglass partitions, and enhanced cleaning, and actively implement technology that not only aids social distancing but improves the guest experience.
For example, smart ticketing platforms that allow time slot bookings and pre-booked entries – for both the venue and gaming tables – can help manage capacity, while data can drive time-specific offers that funnel visitors to less busy times, ensuring crowds are kept to a minimum (a top concern for 62% of visitors).
Delivering contactless experiences
On top of this, contactless technology is proving invaluable – and something over half of casino-goers now deem a ‘must-have’. Not only does it drive safety, but improves the guest experience, too.
Afterall, casino-goers are looking to have fun – the less time spent waiting for slow, clunky transactions, and queuing for refreshments or a seat at a game-table the better.
Venues need to think broader than contactless payments at point-of-sale. Contactless entry systems (from smart tickets to automated turnstiles) set the right precedent from the start, while mobile order ahead, pay-at-table tech, and self-serve kiosks continue in the same vein – delivering business benefit (with a third of visitors likely to spend more) as well as a seamless, safer experience for guests.
With 75% of the casino-goers we surveyed saying technologies like these are necessary to encourage them back – and 28% set to only visit venues that offer contactless customer experiences – casino operators need to act now in order to exceed visitor expectations, keep guests safe, and elevate the customer journey.
Game-changing technology
Technology is certainly a game-changing ally for casinos post-Covid, and visitors can expect a more digital experience moving forward.
While 2021 will be another challenging year, if operators work to provide safe, convenient, and tech-powered experiences for their visitors, they have a strong chance of reviving visitor numbers, driving revenue, and re-emerging more resilient than before. Please visit: https://omnicogroup.com/
