Paultons Park: Elevating the guest experience through ongoing digital innovation

Discover how the Paultons Park app helps visitors make the most of their days out, and delivers ongoing improvements to guest satisfaction.
April 2020

About Paultons Park

With over 70 rides and attractions and home to Peppa Pig World, Paultons Park is one of the UK’s leading family theme parks, voted as the UK’s number one amusement park for four years running by the TripAdvisor Travellers’ Choice Awards. 

Background and Paultons Park have been working together since 2011 when apps were still a new development in the attractions industry. Paultons Park knew they had an opportunity to transform its visitor experience for the better and partnered with

to build a bespoke, branded app that empowered guests with an interactive map to more easily navigate the site.

Following its initial success, Paultons and have continued to improve the app with a host of new features. At more than 100,000 downloads, the app helps visitors make the most of their days out, and delivers ongoing improvements to guest satisfaction.

Guest benefits 

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 app has come on leaps and bounds since we first built it,” reports Lawrence Mancey, Assistant Marketing & IT Manager, Paultons Park. “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.”

Operator benefits

The 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 100,000 people have downloaded the app, and roughly 70,000 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.”

Collaboration and innovation are key to success

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

“We definitely see 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.”

“Paultons Park share our vision of the digital guest journey of the future, and it’s a pleasure to work with a team that have such appetite for innovation and are keen to embrace new ideas and developments with enthusiasm,” adds Mark Locker, CEO. “As we have already proven, our close relationship has moved the industry forward and benefited visitors to Paultons Park in many ways. We have no doubt that this will continue in the future and look forward to innovating together in the years to come.”  

What’s next?

Looking ahead, Paultons has no intention of resting on its laurels. The park is currently rolling out a 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 38% increase in average basket size compared to till sales.

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April 2020

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