Paulton's Park delight guests with ongoing digital innovation

Paultons Park were quick to recognise the potential of mobile apps whilst they were still a new development in the attractions industry. A thirst for continuous innovation and collaborative approach have helped Paultons Park transform their guest experience for the better.
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Paultons Park were quick to recognise the potential of mobile apps whilst they were still a new development in the attractions industry. A thirst for continuous innovation and collaborative approach have helped Paultons Park transform their guest experience for the better.
320,000+ app downloads since launch
4.8-star rating on App Store
80,000 users receive push notifications
Over 3,000 reviews on App Store and Google Play

About

Paultons Park

With over 70 rides and attractions spanning 140 acres within the New Forest National Park, Paultons Park is one of the UK’s leading family theme parks. In fact, Paultons has been voted as the UK’s number one amusement park for five years running by the TripAdvisor Travellers’ Choice Awards.

In addition to a wide array of roller coasters, thrill rides, and play areas, Paultons is also home to the country’s only Peppa Pig World and the new for 2021; Tornado Springs, a brand new themed area set in an America midwest desert town.

The Challenge

Today, mobile apps are a ubiquitous part of daily life, but that wasn’t always the case. In 2011, apps were still a new development in the attractions industry 
– and Paultons Park was quick to recognise their potential. With the appetite for apps rising rapidly, Paultons saw that creating its own app would be an unrivalled opportunity to elevate their visitors satisfaction rating.

While the initial focus was on the mapping element, building an app wasn’t something that Paultons undertook lightly. Success is one of 
the park’s core values, so whenever it plans a new initiative in any area, it is committed to doing it 
well or not at all. This meant it needed a partner 
that could deliver the highest quality app possible.

“Initially, our main focus was the mapping element. We’d always provided guests with paper map, but they were quite artistic and stylised, so they could be difficult to follow. We were excited at the prospect of creating an app with dynamic mapping functionality that could physically guide guests to the attractions.”
Lawrence Mancey
Assistant Marketing & IT Manager at Paultons Park

The Solution

“Attractions.io was the perfect fit,” says Lawrence. “We discovered them at a trade show and really 
liked the services they were offering. It was clear from the outset that they understood our industry and what we needed.”

Paultons Park teamed up with Attractions.io to build a bespoke, branded app. The solution provided users with easy-to-use mapping and dynamic wayfinding features that took all the frustration out of navigating Paultons’ 140 acres. What’s more, the app supported offline functionality – a key factor given that on-site Wi-Fi coverage was much more limited at the time.

This initial implementation was only the beginning. Paultons has continued to work with Attractions.io to maintain the app, add new features, and steadily refine the digital experience. 

“The app has come on leaps and bounds since we first built it," reports Lawrence. "Today, guests have all the information they need to plan their visits at their fingertips; both when they’re at the park and at home.”

Visitors can use the app to view live queue and 
show times, and the built-in day planner enables them to put together a personalised itinerary that automatically adjusts to minimise the amount of time spent queueing. With all of these features 
– and more – the app effectively addresses many 
of the most common pain points for theme park guests, helping them make the most of their visits and spend as much time as possible enjoying everything that Paultons has to offer.

The Attractions.io platform is also an invaluable tool for Paultons’ internal team, as Lawrence explains: “Heat mapping shows us exactly which areas of the park are the most popular at any given time, and we can see the paths that people tend to take. A lot of this information reinforces what we already know, but it’s good to have solid data to back up our understanding.”

Rob Griffiths, Head of Marketing at Paultons Park, comments: “We can also use push notifications to reach a large number of people at once. More than 320,000 people have downloaded the latest version of the app, and roughly half of them have notifications turned on, so it’s great for communicating news and special offers. We can even deliver marketing dynamically with targeted messages based on a guest’s location.”

Last but not least, the app asks guests to rate their experience at the end of the day, and users that leave positive feedback are prompted to create a TripAdvisor review. These reviews encourage new customers to visit the park, and they have helped Paultons retain its place as the UK’s number one theme park in the TripAdvisor Travellers’ Choice Awards for five years running.

The Results

Speaking of reviews, the Paultons Park app currently has a 4.8-star rating on the Apple App store from over 2500 reviews – and the comments speak for themselves:

Lawrence adds: “Without a doubt the app has helped boost guest satisfaction and enhanced the Paultons experience as a whole. It’s become such 
an integral part of our operations that it’s hard to imagine being without it.”

Collaboration between Paultons Park and Attractions.io has been at the heart of the app’s success. Over the years, Attractions.io has delivered 
a stream of new innovations, and suggestions from Paultons are frequently integrated into the platform. The close relationship has resulted in an app that is perfectly tailored to the park’s specific needs.

“We definitely see Attractions.io as a partner, not 
just a provider,” confirms Rob. “We really value their enthusiasm and knowledge. We have confidence that they’re always working on new things, and we know that they’re tuned into both the industry and future trends in the digital space.”

320,000+
people have downloaded the app
4.8 star
rating on the App Store
UK's #1
theme park on TripAdvisor

Looking ahead, Paultons has no intention of resting on its laurels. The park has rolled out an UK-first in-app ticketing feature that enables users to import or scan in their booking details, eliminating the need to queue to collect tickets or print them at home. It has also completed a highly successful proof-of-concept trial for mobile food ordering, which led to a 42% increase in average basket size compared to till sales.

Lawrence concludes: “We’re used to high-quality service and we have extremely high expectations, but Attractions.io never disappoints. We have no hesitation recommending them to other parks.”

“We definitely see Attractions.io as a partner, not just a provider. We really value their enthusiasm and knowledge. We have confidence that they’re always working on new things, and we know that they’re tuned into both the industry and future trends in the digital space.”
Rob Griffiths
Head of Marketing at Paultons Park

About Attractions.io

The Attractions.io platform enables real-world businesses to lead in the digital age. Our guest experience apps and powerful platform for operators provide world-renowned attractions like LEGOLAND, San Diego Zoo and Butlin’s with the tools and data they need to deliver better outcomes and experiences. From virtual queuing and interactive maps to enhanced communication with guests, we’ve got the know-how to future proof your attraction for the digital age.

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