In this age of megastructures and super-attractions that draw in thousands of people per day, attraction managers find themselves challenged with regard to operations and maintenance.
Especially given the ongoing shortage of human resources in travel and tourism (one that could probably run until the end of the current decade in several sub-sectors), operators need to find an alternative to help them run everything from theme parks to museums.
Technology has been a key to resolving the issue, particularly the use of artificial intelligence to automate a number of back-end processes.
With this in mind, how exactly is AI helping attraction managers and operators?
Having a strong information system in place matters
A study authored by Abu Dhabi University researchers Doaa Darwish and Mohammed El-Adly in collaboration with Syed Zamberi Ahmad published via Emerald Insight in March of this year revealed that theme parks with strong information system (IS) capabilities tend to achieve a significant competitive edge against their competitors.
Per the report: “Theme parks that are more agile outperform their competitors. Theme park operators should invest in technology that improves operational efficiency and customer service while building flexible organisational structures that swiftly adapt to market trends.”
Interestingly, the Abu Dhabi study pointed out that, while artificial intelligence (AI) tools are crucial, they do not necessarily strengthen the impact of IS capabilities on a theme parks’ success.
Nevertheless, other studies have noted the way AI has decreased wait times for specific attractions, helped maximise revenue, and delivered uniquely personalised experiences for visitors.
Where AI can actually help
Let us backtrack to 2024 when Andreu Tobella Brunet, managing director of digital at PortAventura World in Spain, spoke at a IAAPA Expo Europe EDUSession, pointing out how the integration of AI into attraction operation and maintenance systems stood to open new opportunities for innovation, efficiency, and guest satisfaction.
In which case there are five areas in which AI plays a role in boosting operational efficiency without the need for human actors.
- Crowd flow management With a related AI script in place, predictive analytics and visual monitors can observe crowd density in real-time. As a result, systems dynamically redirect visitors to underutilised area, easing bottlenecks and improving overall safety;
- Dynamic pricing AI algorithms analyse historical attendance data, booking trends, and even weather patterns to adjust ticket prices, food, and merchandise in real-time, helping maximise revenue;
- Predictive maintenance AI sensors track the mechanical health of rides, exhibits, and infrastructure to predict failures before they happen, significantly reducing unexpected downtime and maintenance costs;
- Experience and engagement personalisation AI chatbots and virtual assistants provide 24/7 customer support, helping guests navigate venues and offering tailored itinerary and activity recommendations; and
- Resource optimisation AI automates internal processes and manages venue utilities, covering everything from lighting to climate control; this lowers operational costs whilst supporting sustainability efforts.
Interestingly, Tobella Brunet pointed out an important caveat: “AI is a sidekick, not a solution.”
Which essentially means that AI is a tool to solve complex problems faster, cheaper, and better, but not even its most advanced form can replace the element that gives attractions their soul: the human touch.
