For most regional amusement parks, the guest relationship is relatively simple. Guests purchase tickets, spend a day in the park, and head home.
While operators work hard to create memorable experiences during that visit, they often have limited opportunities to engage guests before they arrive or after they leave. As a result, much of the relationship is compressed into a single day. Six Flags Great Escape has the opportunity to create a different kind of experience.
With attractions, accommodations, dining, retail, and entertainment offerings connected to the destination, the property can engage guests across multiple days rather than a single visit. The challenge is creating a seamless experience between those touchpoints while helping operators better understand the complete guest relationship. Rather than focusing on a single transaction, Great Escape wanted a way to connect every stage of the guest journey.
Creating Engagement Before Guests Arrive
A guest’s experience often begins weeks before they enter the park. Researching attractions, booking accommodations, purchasing tickets, and planning activities all influence expectations and purchasing decisions long before arrival.
Through Vantage, operators can connect guest profiles, reservations, admissions, and communications into a unified platform. This creates opportunities to engage guests before they arrive with relevant information, targeted offers, and planning tools that help them prepare for their stay. Guests can discover dining options, premium experiences, and attractions before reaching the destination, helping them make the most of their time on property.
For operators, these interactions create opportunities to drive revenue while establishing a stronger relationship before the visit even begins.
Connecting Accommodations and Attractions
One of the biggest challenges for destinations that offer lodging is ensuring guests experience the property as a single destination rather than a collection of separate businesses.
A guest staying overnight should not feel disconnected from the park experience. Connected guest profiles help link accommodations, admissions, purchases, and engagement into a more seamless experience. Instead of repeatedly managing reservations, credentials, and transactions, guests can interact with the destination through a unified account.
This reduces friction throughout the stay while creating opportunities for operators to better understand how guests engage with both accommodations and attractions. The result is a more connected experience that encourages guests to spend more time exploring everything the destination has to offer.
Unlocking More Value Throughout the Stay
The longer guests stay, the more opportunities exist to create value. Additional meals, retail purchases, premium experiences, entertainment offerings, and repeat park visits all contribute to a stronger guest experience and increased revenue potential.
Through personalized communications and connected guest profiles, operators can promote relevant experiences throughout a guest’s stay rather than relying solely on static signage or one-time promotions.
Guests receive more relevant recommendations while operators gain additional opportunities to drive participation across the destination. Instead of focusing on maximizing a single day, teams can focus on maximizing the entire stay.
Understanding the Complete Guest Relationship
For operators, one of the greatest advantages of connected technology is visibility. When accommodations, admissions, commerce, loyalty, and guest engagement systems operate independently, understanding the full value of a guest becomes difficult.
Vantage helps connect these interactions into a single profile, allowing operators to see how guests engage before arrival, throughout their stay, and after departure. This visibility provides insights into spending behavior, attraction preferences, visitation patterns, and guest engagement that would otherwise remain fragmented across multiple systems. Teams can use this information to make more informed decisions around marketing, promotions, staffing, and future investments.
Building Relationships Beyond the Visit
The guest relationship should not end when visitors leave the property. Connected guest data creates opportunities to continue engaging guests after departure through loyalty initiatives, personalized communications, targeted offers, and future visit promotions.
Rather than starting from scratch with every visit, operators can build upon previous interactions and create stronger long-term relationships over time. This approach helps transform occasional visitors into repeat guests while creating a stronger foundation for loyalty and future growth.
Looking Ahead
As attractions continue looking for ways to increase guest engagement and maximize the value of every visitor, destinations that combine accommodations and attractions have a unique advantage.
By connecting reservations, attractions, commerce, loyalty, and guest engagement through a single platform, Six Flags Great Escape can create a more seamless experience while gaining a deeper understanding of the complete guest relationship.
Highlights of Six Flags Great Escape
- One connected guest profile: Connect hotel reservations, park access, purchases, and experiences through a single guest account.
- Cashless convenience: Use RFID credentials for food, beverages, retail, lockers, and other purchases throughout the property.
- Personalized experiences: Deliver targeted offers, loyalty rewards, and communications based on guest activity and preferences.
- Real-time operational insights: Monitor attendance, guest flow, attraction usage, and spending patterns from a unified dashboard.
- Smarter decisions across the destination: Connect resort, theme park, commerce, and guest engagement data to create a complete view of the guest journey.
- Improved guest flow: Understand how guests move throughout the property to identify congestion points and optimize operations.
- Greater visibility into guest behavior: Gain insights into visitation patterns, spending habits, and attraction demand across both the resort, theme park, and water park.
AND THERE IS MUCH MORE!
More than 15 solutions to boost your guest experience, revenue solutions and operational excellence.
