At Attractions.io we've spent over 15 years helping the world's leading entertainment venues maximise their guest experience. We believe that digital solutions, including conversational AI, should enhance the guest experience rather than detract from it.
By supplementing human interactions, AI can handle routine queries and tasks, freeing up staff to focus on delivering more meaningful, personalised service to guests. This balance allows attractions to maintain the personal touch that makes visits special while leveraging technology to streamline operations, boost engagement and offer seamless, always-on support.
"Conversational AI isn't about replacing guest service teams but humanising the digital experience. It can augment and give more time back to staff to deliver better, more tailored guest interactions. With the AI Assistant handling queries and delivering a personalised touch, operators can focus on creating more meaningful, memorable interactions" – Mark Locker, Founder & CEO of Attractions.io.
Conversational AI refers to technology that enables machines to engage in human-like conversations. Unlike traditional chatbots, which rely on pre-programmed responses, conversational AI uses Natural Language Understanding (NLU) to interpret and respond to user inputs. Over time, it learns and improves, adapting to user needs and preferences.
For attractions, this means the ability to offer a more dynamic, responsive guest experience that enhances both enjoyment for guests and operational processes behind-the-scenes.
Guests at attractions often have unique needs and preferences, and conversational AI can personalise recommendations based on age groups, heights, dietary preferences and past interactions. For example, an AI Assistant at a theme park can suggest activities that fit the schedule and interests of a family with young children.
LEGOLAND Windsor offers over 55 rides, live shows, and interactive workshops, making it a perfect destination for young families. But instead of parents sifting through the website or app to find the perfect attractions for their family, they could ask a conversational AI, "What rides are suitable for my 4-year-old who's 97cm tall?” The AI could instantly tailor a personalised itinerary, helping families skip the guesswork and focus on making magical memories together.
Attractions can struggle to meet demand during peak times, and conversational AI can alleviate that pressure. By handling routine queries such as, "What time does the park close?" or "Where's the nearest gluten-free food option?", AI reduces strain on human staff, allowing them to focus on complex guest needs.
Consider Millennium Force at Cedar Point, a ride that typically handles 1,300 to 1,600 riders per hour. In the event of a delay or maintenance issue, thousands of guests may try to contact staff, access the website or call helplines for updates. Conversational AI could seamlessly manage these queries, providing real-time information to guests and preventing bottlenecks.
"AI Assistants can handle spikes in demand easily, managing thousands of queries without compromising quality. This scalability is crucial for attractions that experience variable guest volumes" - Peter O'Dare, VP Of Product at Attractions.io
Conversational AI doesn't just assist with guest queries; it can also help boost revenue through natural, personalised upselling opportunities. Suppose a guest asks about a particular animal at a zoo. In that case, the AI Assistant can offer insights on conservation efforts and suggest donations or membership opportunities in a non-intrusive way.
At Khao Kheow Open Zoo, Pygmy Hippo Moo Deng is an internet sensation. But how many people know Pygmy Hippos are an endangered species? Imagine a guest asking, "Where is Moo Deng?” AI could not only provide directions but also educate them about the endangered status of Pygmy Hippos and suggest donating to their conservation efforts or becoming a zoo member.
One of the significant strengths of conversational AI is its 24/7 availability. It can assist guests with queries outside of regular operating hours, offering always-on customer service.
For example, Dubai International Hotel—located inside one of the busiest airports in the world—serves guests who arrive at all hours due to the constant influx of flights. A conversational AI Assistant can assist with everything from hotel check-ins to wayfinding across the airport. It provides essential information whenever guests need it in multiple languages, which is crucial for a global audience.
While chatbots and conversational AI are often confused, they differ significantly in their complexity and functionality. Chatbots follow pre-defined rules and are perfect for handling simple, repetitive tasks. In contrast, conversational AI uses machine learning and NLP to understand the context of conversations, providing personalised, adaptive responses.
We've all been frustrated by interacting with a basic chatbot that only offers FAQ responses. Conversational AI learns from each interaction through built-in feedback loops, meaning it can remember previous conversations and use that information to improve its responses over time. This allows it to provide smarter, more personalised recommendations, resulting in a far richer and more engaging experience for guests.
Conversational AI will be a transformative force for the attractions industry in a world where convenience and personalisation are paramount.
It will rewrite how attractions connect with guests, from streamlining operations to providing seamless, always-on support. It can predict needs, handle high-volume queries, and even drive revenue by intelligently upselling at just the right moments.
But perhaps its most powerful benefit is making every guest feel seen, understood, and valued. Whether helping a family tailor their perfect day at LEGOLAND or guiding a guest through Dubai International Hotel at 3 am, AI ensures that no matter the time, location, or complexity, the experience feels personal and effortless.
As digital native guests become more accustomed to instant, personalised service, attractions that embrace this technology will improve guest satisfaction and unlock new opportunities for growth, loyalty, and engagement.
By humanising the digital experience, conversational AI allows operators to focus on what matters most: making every visit count.
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