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This month, we sat down with Jon Petty, Digital Transformation Lead at Chester Zoo, to discuss what digital transformation means for the zoo, its challenges, and how partnerships play a pivotal role in its journey.
Ellen: What does digital transformation mean at Chester Zoo?
Jon: Digital transformation, to me, is about purpose and alignment with the organisation. I've worked with purpose-driven organisations for a long time, and transformation is much more than just making changes or cutting costs. Real transformation is holistic—it involves systems, processes, structures, and culture. If we're standing still, we're effectively moving backwards. So, for us, transformation is a continuous effort to enhance the guest experience and stay ahead.
Ellen: How would you describe the pace of change at Chester Zoo?
Jon: Chester Zoo is unique. In my year here, I've seen how entrepreneurial and agile it is—operating more like a startup than a traditional attraction. Decision-making happens at lightning speed, which is both a strength and a challenge. This entrepreneurial spirit enables us to move quickly on new ideas, but it can also make connecting all the moving parts tricky.
Ellen: How do you approach managing digital transformation at Chester Zoo?
Jon: We have a clear strategy focusing on delivering immediate value for guests while building for the future. It’s about balancing today’s priorities with long-term goals. We ensure today’s operations run smoothly, meeting guest expectations and addressing immediate challenges. At the same time, we plan for tomorrow by aligning projects like new ticketing systems, finance platforms, and hotel construction with our broader vision.
For example, when I started, several major projects were already underway: a new ticketing system, a finance system, a hotel under construction, and new people systems. My role was to assess and align these initiatives to ensure they worked cohesively. Then, we started looking further ahead. Transformation isn’t something you can pause—it requires constant momentum.
Ellen: What’s currently in focus for you?
Jon: Ticketing is a primary focus right now. Having a solution that provides data and insights into our guest demographics is critical for our growth and for offering a better experience to different customer segments. Our new hotel is also a big focus area and has knock-on effects across the organisation. For example, it has completely changed how we approach payments. Traditionally, payments across different zoo areas were fragmented, but with the hotel, everything—from room charges to additional spending—needs to be consolidated into one bill that the guest receives at checkout.
This significantly impacts how we handle payments across the organisation, including retail and dining outlets. Guests expect to charge everything to their room, so we’ve had to rethink and integrate our systems to deliver the experience they desire. It’s a major shift that requires coordination and adaptability.
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Ellen: How does Attractions.io fit into your digital transformation agenda?
Jon: Attractions.io is a key part of our blueprint. When deciding about ticketing, hotel systems, or other technologies, we ask whether they align with our Attractions.io strategy. Our goal is to create a connected customer experience while also building flexibility. In an industry with so many disparate systems, it’s crucial to have technology that integrates smoothly and can adapt as we grow.
Ellen: What values drive effective change for you?
Jon: Humility is key. I’m confident in my vision, but I’m also aware that I don’t have all the answers. Listening to my team and empowering them is essential. Another important value is pacing change. There’s only so much transformation an organisation can absorb at one time.
Ellen: How does data factor into your transformation journey?
Jon: Aligning data across all systems is a major focus for us. The goal is to effectively use insights from across the guest experience to make smarter decisions—this is true for both immediate decision-making and longer-term planning.
For example, integrated data enables us to analyse trends in guest spending, optimise staff allocation based on guest patterns, and identify opportunities to enhance experiences in high-demand areas like dining or retail. While we have a strong infrastructure in some areas, there are gaps that we’re actively addressing, like ticketing and people systems.
Ellen: What metrics do you track to measure transformation success?
Jon: We look at several metrics: revenue, profit, cost reduction, customer satisfaction (CSAT), and employee engagement. For instance, our ticketing system improvements are designed to unlock growth by enabling us to offer more tailored experiences to diverse customer groups. Avoiding waste and fully utilising existing resources are also priorities. It’s about eliminating non-value-adding tasks and leveraging tools like AI to save resources.
Ellen: What does a successful partnership look like to you?
Jon: For me, a partnership should generate value beyond financial metrics. It’s about shared goals and mutual support. Attractions.io, for instance, has helped us with flexibility—whether it’s payment structures for mobile food ordering or your professional services team helping us adapt systems to our unique needs. You also bring years of knowledge and innovation to the table, which is invaluable. Our expertise isn't in apps or technologies, so partnering with experts lets us focus on what we do best.
Ellen: What do you enjoy most about working with Attractions.io?
Jon: The knowledge exchange is fantastic. It’s a two-way street, and we’ve developed a unified front that benefits both organisations. Flexibility is another highlight—whether it’s adjusting for seasonal needs or collaborating on innovative projects. The partnership furthers our mission, which makes it a true collaboration rather than just a transactional relationship.
Looking Ahead: Connected Systems for a Seamless Future
By ensuring their systems communicate seamlessly and anchoring the guest experience in a unified mobile app for zoos, Chester Zoo is unlocking the data it needs to tailor the guest journey for every guest. The app enhances the guest experience by offering convenience and real-time information while enabling the zoo to connect valuable data and insights from across the guest journey.
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