OMNICO finds that 94% of casino players demand more COVID-19 safety measures, smarter technology
New research reveals that, despite COVID-19 rules easing and pent-up demand for in-person gambling driving footfall, 94% of casino goers say venues need to do more to win them over.
According to the latest research from Omnico Group, conducted with 562 UK and US casino visitors, 1 in 4 prefer the post-shutdown pandemic experience but still do not believe enough is being done to reassure them that they are safe in venues.
When asked what would make them feel more comfortable returning, 7 in 10 said they want to see more integrated technology used to create a contact-free service, believing the new measures create a better and safer experience. What’s more, 77% admit they would be willing to spend more if they could collect points and use them anywhere in a casino.
The research – presented in Omnico’s report 4 casino guest expectations in 2022 – and how to meet them? – explores the impact of COVID-19 on consumer expectations and how casinos can meet these expectations, improve the customer experience, and recover lost revenue in 2022.
Shawn Harris, Casino Lead at Omnico says, “We’re in a new era of guest engagement where consumers expect more of casinos. What’s clear is that consumers don’t want things going back to the way they were before the pandemic. They now expect technology to be seamlessly integrated into every part of their visit to keep them safe, entertained, and don’t forget, they want to be rewarded too. The onus is on casinos to meet these expectations while still creating an experience their guests will love.”
Focus on safety
While 77% of consumers visited a casino over the summer, only a quarter was satisfied with the safety measures put in place, citing minimal efforts: only 51% reported sanitizer stations in use, just under half say there were not any clear social distancing markers in place, and just 35% say they were able to pay by contactless methods. As a result, less than half of visitors rate their experiences either ‘excellent’ (46%) or ‘good’ (45%) – a concerning number, given that 1 in 4 would not return if a casino did not meet their expectations. With the latest news of a new variant, it’s critical that casinos keep a focus on safety.
Delight visitors with smart tech
Nearly 3 in 4 (71%) casino guests agree technology needs to be more integrated into the overall casino experience, and 31% believe contactless is the way to do it with a third saying that access to engaging experiences will bring their visit to the next level. Casinos can make that happen by deploying smart technologies – from digital maps to electronic tickets – so their guests can keep everything they need for a good time within their fingertips.
Drive spending through personalization
Although intended as a stopgap during the pandemic, technology has created a new definition of guest engagement where personalization is expected at every step of their visit. 1 in 3 of consumers say they would spend more if they received personalized offers while at a casino, and 46% say they’re more likely to return if offered custom discounts following their visit. To meet this expectation of personalization, casinos need to connect all guest-facing touch points so they can create a 360-degree profile of what their visitors actually want.
Treat your most loyal guests like royalty
Despite the 77% surge in casino foot traffic in Q1 of 2021, more than half (56%) of consumers say they did not have a good experience. So, when 2 in 5 agree that a loyalty app program is a must-have, with 77% saying they’ll spend more if it was made possible, it’s all that more critical for casinos to reward engagement and spending to drive loyalty.
Says Jason Ashwell, Chief Product Officer at Omnico, “As we continue to rebound from the pandemic, meeting guest expectations at casinos is only possible by connecting and digitizing the end-to-end experience. The last thing you want is to turn guests away. Which is why following them throughout their journey and providing them with the rewards and incentives they actually want will add value to their visits and get them returning.”
This survey was conducted by Censuswide on behalf of Omnico Group, among a nationally representative sample of 562 UK and US casino visitors, (aged 18+). All respondents have visited a theme park, destination resort, casino, or other public attraction (i.e. zoo, aquarium, museum, etc.) within the last two years. Fieldwork was carried out between August 20th – 24th 2021. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.
Omnico is a leading global transaction and engagement technology provider, with a state-of-the-art integrated platform that’s helping leading brands in the theme park, hospitality, casino, retail and catering sectors. Its integrated platform is unique in providing a single, seamless experience across both retail and hospitality platforms, proven to increase visitor spend, foot traffic, and improve loyalty.
Omnico operates globally, with US offices in Orlando, Atlanta, and Raleigh, and UK sites in Basingstoke, Eastleigh and West Malling. For more information, visit: www.omnicogroup.com
