THE MALAYSIAN THEME PARK BAROMETER

THE MALAYSIAN THEME PARK BAROMETER

an established, agile and innovative omni-channel software and services company THE OMNICO BAROMETER PRE-BOOKING GUEST EXPERIENCES INTRODUCTION GUEST EXPERIENCES THAT MATTER Overall the ability to pre-book activities and tickets is a must for visitors in Malaysia, allowing them more time to enjoy the overall experience. This is not solely reserved for fast-track passes and show tickets however, but equally visitors want to ensure each aspect of their stay, from the hotel, to spa treatments, dining packages and retail merchandise, are all paid-for ahead of their experience, providing upon arrival a sense of relief and anticipation. The following percentages show those who are very likely, or likely, to use technology to pre-book future theme park and resort experiences. SURVEY RESPONDENTS 500 Visitors to theme parks and resorts from across Malaysia today, want a single, connected and personalised experience across all the parks, hotels, shops, restaurants and entertainment spaces within a destination or resort. No longer do guests want to queue for rides, wait for a table or food orders, or pay for merchandise with cash. They want to pre-book everything via digital channels and pay using quick, cashless devices. But to truly understand this single resort experience, operators need to hear the opinion, frustrations and expectations of those visitors. Omnico commissioned The Malaysian Theme Park Barometer to question visitors experiences of attending Malaysian resorts in the previous two years, asking their opinions on the types of experiences and technologies they would like to have and use in the future. This research has uncovered a real hunger from those living in Malaysia for technology to enrich their theme park experiences, from pre-booking fast-track passes and retail merchandise, to using mobile apps to gain park entry, receiving personalised deals and recommendations, and being able to decide which restaurant to go to based on their wait times. The goal for theme park operators in Malaysia, but also international operators looking to invest in the country, is to identify which visitor experiences should be added to their resort mix to create additional value, and ultimately improve footfall, revenue and competitiveness in this market. 96% 89% HOTEL STAY FAST-TRACK RIDE PASSES AND TIMESLOTS 85% 85% SPA EXPERIENCES AND LEISURE ACTIVITIES CASHLESS SOLUTIONS, SUCH AS WRISTBANDS INTRODUCTION PRE-BOOKING GUEST EXPERIENCES THE FUTURE OF MOBILE APPS QUEUE-JUMPING EXPERIENCES VISITOR TECHNOLOGY OF THE FUTURE MALAYSIAN THEME PARK MARKET 02 03 04 05 06 07 TICKETS TO SHOWS / VIP EXPERIENCES DINING PACKAGES FOR MEALS AND DRINKS 74% 73% PERSONALISED RETAIL RETAIL IN THE RIGHT SIZE / COLOUR It is those over the age of 24 who favour pre-booking certain aspects of their experience. 74% of both 25-34 year olds and 35-44 year olds said they are very likely, or likely, to want to prebook their retail merchandise in the right size / colour before their trip, compared to 69% of 16-24 year olds. In addition, men as well expressed more interest in pre-booking their personalised retail merchandise compared to women. 80% 69% 80% OF MEN ARE VERY LIKELY, OR LIKELY, TO WANT TO PRE-BOOK THEIR PERSONALISED RETAIL, COMPARED TO ONLY 69% OF WOMEN 03

THE FUTURE OF MOBILE APPS QUEUE-JUMPING EXPERIENCES Mobile has become a key platform for visitors to theme parks around the globe, and the device becomes particularly critical with the need to make the experience personalised to them and their stay. Omnico s Malaysian Theme Park Barometer found that 63% would like to receive personalised recommendations, deals and discounts via a mobile app, based on their location in the park, their preferences and activities. Given this statistic, theme park operators should note that integration with other technologies, including wearable tech and ibeacons, can then relate mobile activity specifically to the visitors location within the park, serving them additional discounts to a local retail outlet, or encouraging them to attend a near-by ride with reduced wait times. Long queues and wait times are an on-going issue for theme park operators, with technology innovation playing a central role in solving the issue; from digital displays notifying visitors of the wait times, to the more personalised methods of geo-targeted notifications via mobile app of the closest rides and food outlets with the shortest queues. The following research results further emphasise the need for theme park operators to invest in queue-reduction technology, allowing visitors to spend their time enjoying all the attractions and experiences the park has to offer. The following percentages show those who are very likely, or likely, to use a mobile app in a long queue for a ride to do the following activities. Convenience is also a prominent theme within the research results, with restaurant, table and meal wait times an obvious frustration for visitors today, and mobile app technology a chosen solution by visitors to this. Interestingly, men are 12% more likely to buy their food, beverage and retail merchandise by scanning a mobile app at the cashier, compared with women. The following percentages show those who are very likely, or likely to use a mobile app to do the following activities. 86% WOULD ORDER THEIR FOOD AND BEVERAGE TO PICK UP AT A SPECIFIC TIME WOULD CHOOSE THEIR MEAL OPTIONS FOR LATER THAT EVENING 87% 84% WOULD BROWSE THE DIGITAL RETAIL CATALOGUE WOULD ORDER FOOD AND BEVERAGE TO BE DELIVERED TO THEM WHILST IN THE QUEUE 91% WANT TO BUY THEIR ENTRANCE TICKET AND GAIN ENTRY TO A PARK USING A MOBILE APP WANT TO RECEIVE PERSONALISED DEALS AND VOUCHERS, SENT DIRECTLY TO THEM ON THE MOBILE APP WANT TO CHOOSE A DINING OUTLET BY LOOKING AT THE LOWEST WAIT TIMES FOR A TABLE 63% 63% WOULD LIKE TO BUY RETAIL (CLOTHES / TOYS / ETC.) WITHOUT CASH, VIA A MOBILE APP OR OTHER DEVICE 63% 63% WOULD DEFINITELY LIKE TO RECEIVE PERSONALISED RECOMMENDATIONS, DEALS AND DISCOUNTS VIA A MOBILE APP, BASED ON THEIR LOCATION IN THE PARK, PREFERENCES AND ACTIVITIES 81% 69% 81% OF MEN ARE VERY LIKELY, OR LIKELY, TO WANT TO BUY ALL THEIR FOOD, BEVERAGE AND RETAIL BY SCANNING THE MOBILE APP AT THE CASHIER, COMPARED TO ONLY 69% OF WOMEN FAST TRACK OF RESPONDENTS SAID THEY ARE VERY LIKELY, OR LIKELY, TO PURCHASE A FAST-TRACK PASS TO JUMP THE QUEUE, WHILE STANDING IN ONE, REPRESENTING A CLEAR REVENUE BOOSTING OPPORTUNITY FOR OPERATORS 89% 86% 91% 16-24 YEAR OLDS 16-24 YEAR OLDS 25-34 YEAR OLDS INTERESTINGLY, THE YOUNGER GENERATION ARE LESS LIKELY TO PURCHASE A FAST- TRACK PASS TO JUMP THE QUEUE THEY RE IN. 89% OF 16-24 YEAR OLDS SAID THEY WERE VERY LIKELY, OR LIKELY, TO PRE-BOOK THEIR FAST-TRACK PASSES AND TIMESLOTS BEFORE GOING TO THE THEME PARK. 86% OF 16-24 YEAR OLDS ARE VERY LIKELY, OR LIKELY, TO WANT TO PURCHASE A FAST-TRACK PASS TO JUMP THE QUEUE VIA MOBILE APP WHEN STANDING IN A LONG QUEUE, COMPARED TO 91% OF 25-34 YEAR OLDS. 04 05

06 VISITOR TECHNOLOGY OF THE FUTURE Virtual reality is a hot topic for theme park visitors and operators alike, with the most progressive attractions embracing the technology to create a truly immersive experience. However, the application of VR goes beyond just the thrill-seeking and has value in the service it can also provide. With parks and resorts often stretching for vast kilometres encompassing attractions, beaches, golf courses, hotels, shopping malls and dining outlets, the ability to guide visitors around seamlessly is a priority. This is reflected in the results of The Malaysian Theme Park Barometer with 70% of respondents saying they would like to see virtual reality experiences and guides in theme parks in the next three years, followed by 50% who would like to see wearable technology. The following percentages reveal which new technologies visitors expect to see at theme parks in the next three years. 70% VIRTUAL REALITY EXPERIENCES AND GUIDES 50% WEARABLE TECHNOLOGY 48% 3D PRINTED PERSONAL 45% AUGMENTED REALITY GAMES 42% VOICE-ACTIVATED MOBILE APPS 41% ROBOTS AS PERSONAL ASSISTANTS MALAYSIAN THEME PARK MARKET Major park openings and rising investment will continue to drive the theme park and resort market in Asia-Pacific over the next five years. The theme park market is expected to grow in Asia-Pacific at a 6.7 percent compound annual growth rate (CAGR) to $540 million in 2019. Asia-Pacific passed North America in 2014 to become the largest region in terms of attendance, but not in spending, suggesting there are revenue boosting lessons to be learnt from the established US parks. By 2019, Asia-Pacific will account for 45 percent of global attendance, up from 41 percent in 2014 and 34 percent in 2009. 1 For Malaysia in particular, the emergence of an affluent middle-class that would like to enjoy its wealth has encouraged the government and international entertainment brands to invest heavily in the leisure and attractions industry. Malaysia is already home to several leading theme parks and resorts, including LEGOLAND Malaysia, the Hello Kitty indoor theme park, the Angry Birds at Activity Park at Komtar JBCC and the Austin Heights Water and Adventure Park. However, the area is set for large-scale development. According to State Tourism, Trade and Consumerism Committee chairman Datuk tee Siew Kiong, the corridor of Iskandar, in particular, is poised to become a regional theme park hub and has upcoming park developments in the pipeline. Within the next three to five years, the area is expected to have a total of eight new theme parks. Talks to develop these are taking place between Iskandar Regional Development Authority (IRDA) and theme park operators from Australia, Indonesia, Japan, Europe and North America. 2 Already, Movie Animation Park Studios (MAPS), a cartoon-themed amusement park, is rumoured to be opening sometime this year in Ipoh, Perak. And it is not solely international operators coming to the region that are making an impact. The country itself has also been going through a digital investment phase, with 2017 identified as the Year of the Internet Economy. Various initiatives are being rolled out with a digital tech hub and digital free zone. This too could account for the keen interest from those surveyed in The Malaysian Theme Park Barometer, for new and innovative technologies to support their destination experiences. 1 IAAPA Global Theme and Amusement Park Outlook 2015 2019 2 Propertyguru.com.my 07

WHY CHOOSE OMNICO? Omnico has conducted research across the globe, in countries including the UK, US, China and Japan, creating various Theme Park Barometers. To read and compare the global research, please visit www.omnicogroup.com/insights It s important to note that implementing the guest experiences and technologies required to create an integrated and seamlessly joined-up resort, does not require investment in a completely new solution. Omnico solutions plug directly into existing systems (e.g. CRM, WMS, supply chain, ERP), reducing upheaval and removing the need to rip and replace. To discuss the ways in which Omnico can help you to meet visitor expectations and develop innovative new technology solutions, please visit our website, www.omnicogroup.com, or contact us at enquiries@omnicogroup.com to talk to one of our team. www.omnicogroup.com enquiries@omnicogroup.com