Unlocking the Magic: Why Exclusive Experiences are the Key to Unforgettable Visitor Attractions

Written by Alec Windle
Last updated on Jun 09, 2023

In today's highly competitive world of visitor attractions, it's crucial for businesses to offer unique and captivating experiences that leave a lasting impression on their guests.

With so many unique and immersive attractions available, it's essential to stand out and capture the imagination of visitors. To do this, visitor attractions must come up with exciting ideas that are both memorable and immersive, keeping guests engaged throughout their visit.

Exclusive experiences are key to unlocking the magic of unforgettable visitor attractions – from what they are, how they can be used, and their potential impact on your business.

There are some practical steps you can take to create meaningful exclusivity at your attraction. So read on if you want to learn more about making your attraction stand out from the crowd!

What Are Exclusive Experiences?

Exclusive experiences are the ultimate way to create a sense of wonder and excitement for visitors. Take Meow Wolf’s incredible work or the Museum of Ice Cream’s unique attractions, for example. These experiences offer something that cannot be found anywhere else, making them truly unique and special.

By providing exclusive access to areas or activities that are not available to the general public, visitor attractions can create a sense of exclusivity and prestige that is sure to impress guests.

Moreover, exclusive experiences can also help to increase revenue by offering premium packages that include these unique offerings. Elements like upscale menu options, complimentary adult beverages, and meet and greets all increase the perceived value of the experience, which can be quantified in your rate.

This not only adds value to the guest experience but also allows you to increase your ticket price with the level of service, often increasing your overall margin.

To create meaningful exclusivity at your attraction, however, it's essential to understand your audience and what they value most.

How to Create Exclusive Experiences

To create exclusive experiences that truly resonate with your audience, let’s start by identifying what sets your attraction apart from the competition.

This could be anything from a unique location or history to a particular theme or style. Once you've identified your unique selling points, you can begin to brainstorm ideas for exclusive experiences that build on these strengths.

Consider offering behind-the-scenes tours, VIP access to special exhibits or events, or even personalized interactions with staff members or performers. The key is to create an experience that feels special and tailored to the individual guest, leaving them with a lasting impression of your attraction.

Next, examine what types of experiences would be most appealing to your target market and how you can make them feel special and valued. Some questions to ask yourself and your staff:

  • Are you looking for a way to attract guests who seek unique and high-end experiences?
  • Do you want to create exclusive experiences for loyal guests who keep coming back?
  • Do you want to offer exclusive experiences only to guests who book directly? Or do you want to create unique experiences for your local community?

Remember, exclusivity doesn't have to be limited to high-end offerings – even small touches like personalized welcome messages or complimentary souvenirs can go a long way in creating a memorable experience for your guests.

Crafting a Unique and Immersive Experience

Let's imagine that you're running an attraction, and your guests come from all over the country to see the sights.

Instead of just observing the animals in their enclosure, why not offer an exclusive behind-the-scenes tour of your attraction if you run a zoo? Or for a special occasion like Valentine's Day, how about a romantic candlelit dinner on your boat tour as the sun sets, illuminating a picturesque city skyline while lovebirds sip champagne?

A couple enjoying a romantic moment watching the sun set against a picturesque backdrop

These possibilities are truly endless. Behind-the-scenes tours and VIP experiences are excellent examples of exclusive experiences that can be priced based on their complexity and exclusivity. The pricing may vary depending on your budget and preferences, and can range from affordable to premium options.

Other examples of exclusive experiences are meet-and-greet opportunities. These are valuable to private tour products. Imagine being able to take a photo with the stars of the attraction up close and personal! Or if you run a boat tour, give your guests a chance to take photos with the captain of the ship on the bridge.

Young Girl Smiling as She Poses for a Photo on Bridge of Ship With a Captain's Hat

These experiences can be listed alongside or within your current general admission products, and they also make for valuable promotional materials. Providing a level of transparency through these encounters for your guests also conveys authenticity, which humanizes your organization and makes you more trustworthy and real.

Remember to prepare the perfect photo opportunity for your guests during their experience and remind them to take as many photos as they like. These experiences are like social media candy, and your guests will want to share everything they experience with their friends. Putting up banner stands or posters of the company’s social media handles and hashtags nearby is a great little trick to remind guests to post their photos.

Then repost and promote your new product on your own socials, making sure to also share your visitors’ posts experiencing this new product on your page!

Bonus Tip: In the meet-and-greet example with the captain, you could offer props like a captain’s hat, or allow them to pose for photos where they can pretend to steer the ship. Consider offering complimentary tickets to local influencers in exchange for coverage, ideally on TikTok or Instagram Reels!

Promoting Your Exclusive Experience

Another benefit of creating an exclusive experience is that attraction distribution partners are always pursuing new and innovative product options for their inventory, especially from trusted operators like yourself.

These partners usually have established networks and customer bases that can help attract new guests to your attraction, which can lend legitimacy to your brand if you’re a smaller or lesser-known attraction. By partnering with your online travel agents and local concierges, you can also tap into their marketing channels and reach a wider audience than you might be able to on your own.

Push hard on your online travel agent and local concierge partners as these are often ideal options for testing a new product, providing valuable insights into guest behavior and preferences. Then by analyzing booking data and customer feedback, you can gain a better understanding of what types of experiences are most popular and how you can tailor your offerings to meet the needs of your target market.

The Value of Exclusive Experiences

Creating exclusive experiences at your visitor attraction can truly unlock the magic and create unforgettable memories for your guests.

Whether it's a behind-the-scenes tour, a meet-and-greet opportunity, or a personalized touch like a complimentary souvenir, these experiences can add value to your attraction and make it stand out from the rest. By partnering with distribution partners and analyzing customer feedback, you can continue to tailor your offerings to meet the needs of your target market and provide an even more immersive experience for your guests.

So why not start brainstorming some exclusive experiences today and see how they can take your visitor attraction to the next level?

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Marketing
Guest Experience

Alec Windle

Alec has worked in the travel and tourism industry for over 15 years. He was the commercial sales and distribution manager for Gray Line New Orleans and the Steamboat NATCHEZ, the last authentic paddlewheel steamboat on the Mississippi. Alec helped to optimize a complex and labor-intensive distribution and reservation system. In his four years at Gray Line, his team increased online travel agent revenue by more than 200% and implemented new technology tools to streamline processes and decrease labor costs. Acting as an Account Manager for a channel manager software startup focusing on the tours and attractions industry he managed the Walt Disney World account. Before joining RocketRez, Alec worked with museums such as the Museum of Modern Art and the Smithsonian in the multimedia interpretation world. In 2021 Alec joined the RocketRez team. As an Account Manager, he uses his experience in the tourism industry to help strategically advise clients on how to use the software to optimize and enhance their business needs.