Technology Adoption Life Cycle

How to Future-Proof Your Guest Experience

10 minutes reading time
In his brilliant book, Crossing the Chasm, Geoffrey Moore outlines that organizations adopt new technologies based largely on their identity as one of the below five personas. There is often a batch of visionary businesses that embrace new technology early, the majority will wait until new tech becomes mainstream, and a healthy handful are so cautious that they must be forced to change from the status quo.

The tours and attractions industry often falls into the late or laggard categories. Case in point, many businesses required a global pandemic to upgrade their technology to experience the increases in efficiency that modern software can provide. This could be described as “going digital”.

However, new advancements in tech stacks, mobile tools, and artificial intelligence may thrust the business world into a forced state of “digital transformation”. In their 2022 Digital Transformation Report, Skift and AWS described the difference, and how it may affect the traditional businesses in the tour and attraction space:

“What many companies may not realize — or what they may not be willing to fully address — is that moving content online, building apps, and collecting customer data is only the starting line for digital transformation. Applications built on legacy systems designed for another era don’t meet the needs of today’s consumers, and it’s not enough from an operational standpoint to just “go digital.”

In recent years, RocketRez has demonstrated that it is the most complete platform for tours and attractions, built as a fully connected SaaS platform and constantly updated with features and modules that solve more customer problems, using the best methods that modern technology can provide.

We are the preferred provider for the early majority, and as technology continues to evolve, it's important for us to speak on the latest trends, and how they can benefit your operation.

Machine Learning and Artificial Intelligence

One of the biggest trends in technology right now is the implementation of machine learning and artificial intelligence (AI) in all facets of an operation. RocketRez recently released our wildly popular Guide to ChatGPT for Tours and Attractions.

ChatGPT can independently be a valuable tool for operators and their employees to save time and increase output in a few key areas. There are a few ways that ChatGPT can help tour and attraction businesses immediately, without significant training or any disruption to your normal processes.

Increase Marketing Output

  • Create personalized marketing campaigns that target specific customer segments.
  • Generate new ideas for content creation such as blog posts, social media updates, and email newsletters.
  • Analyze customer data and trends to stay ahead of the curve and create content that resonates with the audience.

Save on Repetitive Tasks and FAQs

  • Set up an automated chatbot with AI-generated responses to handle mundane tasks and reduce the number of staff members needed to handle these tasks.
  • Streamline operations by automating repetitive tasks such as data entry and report generation.

Prompts for using ChatGPT in tour and attraction businesses

Getting the most from ChatGPT requires some experimentation with prompts, here are a few that can get you started:

  • Generate creative social media captions, Instagram posts, and pins to promote products and services.
  • Write informative, engaging, and SEO-friendly blog posts with persuasive titles and meta descriptions.
  • Create personalized email marketing messages to target specific customer segments.

Dynamic Pricing

Forward-thinking companies, like RocketRez and our dynamic pricing partner Digonex, have already been using artificial intelligence to create an algorithm to adjust prices in real time based on various factors such as demand, time of day, and weather conditions.

This technique has been widely used in the airline and hotel industries for years, and it is now becoming increasingly popular in the attraction and entertainment industries.

Dynamic pricing is a trend that is set to become a bigger part of tour and attraction operations in the future, and it has the potential to offer many benefits to operators.

Firstly, dynamic pricing can help operators optimize their revenue by charging higher prices during peak times when demand is high and lower prices during off-peak times when demand is low. This strategy can help attractions maximize their profits and offset the costs of running the attraction.

Additionally, dynamic pricing can also help improve the guest experience. By adjusting prices based on demand, operators can encourage guests to visit during off-peak times, which can help alleviate overcrowding and reduce wait times.

This can lead to a more enjoyable and stress-free experience for guests, which can increase the likelihood of repeat visits and positive word-of-mouth.

Potential Pitfalls

In all cases where artificial intelligence is used, operators must exercise caution and control over their processes to ensure that their algorithms are not “over-optimizing” and eliminating the human element of their service.

The goal is not complete autopilot, but rather a healthy, hierarchal employer and employee relationship with your AI tools. They are great workers, but they must be told what to do by the boss.

In dynamic pricing, it's imperative to ensure there are reasonable limits on the range of prices the algorithm will produce. Ticketmaster has come under fire for allowing their algorithm to run wild for popular concerts. Guests may become frustrated if they perceive that they are being charged different prices for the same product or service based on factors beyond their control.

Therefore, operators must communicate clearly and effectively about their pricing strategies to avoid confusion and mistrust. Companies like Digonex allow for complete operator control to set upper and lower limits on prices and edit, modify or delete any pricing the algorithm produces manually should the operator choose to.

Mobile Tools

Mobile tools and apps are transforming the way visitors experience tours and attractions. As technology continues to evolve, mobile apps are becoming increasingly popular for their ability to enhance the guest experience.

Here are some of the ways in which mobile tools and phone apps will enhance the guest experience at tours and attractions in the coming years:


Mobile tools and apps allow operators to collect data on visitors' preferences and behavior, allowing them to create personalized experiences. For example, visitors can receive recommendations on attractions, activities, and services based on their interests, making their experience more enjoyable and memorable.


Mobile tools and apps can help visitors navigate the attraction with ease. Features such as maps, directions, and real-time information on wait times and attraction availability can help visitors plan their day and optimize their time at the attraction.


Mobile apps can improve accessibility for visitors with disabilities. For example, audio descriptions, captions, and other assistive technologies can make it easier for visitors with visual or hearing impairments to enjoy the attraction.


Mobile apps can add a new level of interactivity to the guest experience. For example, visitors can use augmented reality technology to interact with exhibits and attractions in new and exciting ways.

Overall, mobile tools are set to revolutionize the way visitors experience tours and attractions. As we enter an era of increasing personalization and interactivity of experiences, it is important for tours and attractions to be thinking about the opportunities that mobile may present to enhance the guest experience and collect valuable data.

The Death of Cash

Another trend that is becoming increasingly important is digital wallets and contactless payment systems. More and more guests are expecting to be able to pay with their phone or a wristband, and operators need to keep up with this trend.

The death of cash is a phenomenon that is being felt across many industries, and tours and attractions are no exception. Increasingly, visitors are choosing to pay for their experiences using credit cards stored on file, tap-and-go mobile payment systems, and other digital payment methods.

In response to this trend, many tours and attractions are implementing technologies to avoid cash altogether. For example, some operators are using mobile payment systems that allow visitors to pay for their tickets and other services using their smartphones.

Others are implementing contactless payment technologies such as Near Field Communication (NFC) and Radio Frequency Identification (RFID) to enable visitors to pay with a simple tap or swipe. These technologies not only offer a more convenient payment experience for visitors, but they also help operators reduce the risk of fraud and theft and improve their cash flow management.

As such, it is likely that we will continue to see the decline of cash in tours and attractions, as digital payment methods become more prevalent and advanced.

Payment solutions are determined by vertical

Savvy tours and attractions can tailor their payment solutions toward the nuances of their own operation, largely dictated by the vertical they operate in.

Instituting RFID payments may be more trouble than it's worth for a zoo, but waterparks, for instance, increase the guest experience meaningfully by providing guests with a waterproof payment option.

A simple observation deck may find less value from creating their own phone app, but a zoo or aquarium that incorporates retail, food and beverage, and events into their offering may find it a very user-friendly way to introduce customers to the breadth of their services and send targeted offers.

We recommend being thoughtful about payment methods as an important element of guest experience, and an opportunity to design a system that reflects your operation in the best light.

Pro Tip: RocketRez recently released RocketPass, our mobile app that can be branded and customized to your attraction. It enables easy traveler access to view their upcoming bookings, receive messages and notifications about their purchase, share tickets with family and friends, scan their pass for admission when they arrive, and pay with their card on file when they are making a purchase at your store.

Data & Insights

In recent years, the rise of cloud computing has created companies that are re-shaping the world of data by dramatically improving the processes of data collection and processing to create valuable insights for operators.

Modern data and insights can be a powerful tool for tours and attractions to improve their revenue and guest experience. By collecting and analyzing data from various sources such as ticket sales, visitor feedback, and social media, operators can gain valuable insights into visitor behavior, preferences, and trends.

Here are some ways in which tours and attractions can use this data to make more money or improve the guest experience.

Pricing Optimization

By analyzing visitor behavior and demand, tours and attractions can adjust their pricing strategies to maximize revenue. For example, they can use dynamic pricing to charge higher prices during peak times and lower prices during off-peak times. They can also offer pricing bundles and packages that are more attractive to visitors. Data that shows the results allow for rapid testing and incremental improvements to pricing strategies based on real-world and real-time feedback.


Using data and insights, tours and attractions can offer personalized experiences to visitors, which can help increase guest satisfaction and loyalty. For example, they can offer customized tours based on visitors' interests, preferences, and behavior.

Operational Efficiency

Data and insights can help tours and attractions optimize their operations and improve their efficiency. For example, by analyzing wait times and visitor traffic patterns, operators can adjust staffing levels, queue management, and other operational processes to improve the guest experience.

Targeted Marketing

Data and insights can help tours and attractions target their marketing efforts more effectively. By analyzing visitor demographics, behavior, and preferences, operators can create more targeted and relevant marketing campaigns that are more likely to resonate with their target audience.

When operators know key bits of information, it can rapidly compound to drive scalable results. Knowing the average time between when guests purchase tickets, and the day of their visit tells operators the ideal time to ramp up targeted advertising for an important weekend or event.

Customer data in a "cookie-less" world

Advanced marketers are preparing for a “cookie-less” world in digital advertising. As rules and regulations grow more privacy-centric and key browsers allow for third-party blocking, it is harder than ever to get strong data and attribution in your Google, Meta, and TikTok business managers (attribution tracking is losing effectiveness by the day).

RocketRez believes in having a strong foundation of first-party data collected through opted-in channels on your website. Our team has invested in development and integrations to feed Google, Meta and TikTok with first-party data, achieving some of the industry’s best match rates and return on ad spend.

We are leading the way when it comes to first-party data strategy in the tours and attractions space, increasing ethics and success in direct digital advertising for the cookie-less world.

Modern Tech Stacks

Finally, it's important to have a modern tech stack that can keep up with the latest trends. Many operators are abandoning legacy platforms in favor of all-in-one solutions or building their own tech stack using APIs. In either event, it is imperative to have a solution that runs your core processes, has add-on functionality and the ability to scale up, and collects data across every area of your business.

RocketRez is fully cloud-based and updated regularly with new features and product integrations. Data is tracked across the entire platform, making it easy for operators to run reports to better understand their sales and profitability, without pulling from separate software systems or building models in Excel.

Having this technology stack integrated elegantly from front-to-back works like magic for all your key stakeholders.

For your guests

You will be providing a “Disney-like”, self-directed guest experience through the RocketPass app, which lets you track the success of all your offers and promotions.

For your employees

You will be providing a robust platform with industry-leading ease-of-use, and all the features needed to excel at their job.

For your management team

You will be making decisions with the help of a platform that turns all your data into actionable insights.

You might find similar features in many other systems, but it matters how they are put together, and whether they are linked to one another. RocketRez unlocks the value of your guests and elevates performance in revenue and operations.  

In conclusion, by staying ahead of the latest trends in technology, you can future proof your tour or attraction operation and provide a seamless and personalized experience for your guests.