Thursday, 8 March 2012

Getting them to spend more and stay longer

Improving visitor ratings of what there is to see, and especially of what there is to do, can lead to increased dwell time and increased secondary spend says Alan Love, Research Director, BDRC in the latest edition of Attractions Management. He’s posed the question  - ‘How can attraction operators encourage visitors to spend limited budgets at their attraction?’ And then provides some advice. Tweaking the offer can not only increase dwell times and increased secondary spend but can also lead to increased recommendation rates on say Trip Advisor, which may lead to increased volume, making marketing budgets stretch just that little bit further. Love bases his conclusions on some analysis he has done on the 30 metrics in the ALVA Quality Benchmark Survey.

Love’s review shows that even in straitened times, battening down the hatches on investment might not be the right solution.  By improving the visitor experience through enhancing what there is to do or to see at the attraction can lead to improved ratings and increased spend. As we say to our Attract Marketing clients 'you have spent a fortune getting people here for heaven’s sake make sure they stay as long as possible so they use the cafĂ© and spend in the shop!'

See more at Time is Money

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