Based on What We Experienced in 2020, What Can We Do in 2021?
On today’s Green Tagged, we examine three trends that will impact your attraction in 2021: Demand regeneration, Changing Guest Expectations, and Deglobalization.
Stories covered: Universal reaches capacity before 9AM; Denny’s hostess quits on the spot after customers claim ‘religious exemption’ to wearing a mask; Discussion points taken from an interview with the new head of global content at Netflix.
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Demand Will Return; When and What Shape Will It Take Is the Question.
Universal continues to reach capacity. It’s not solely Universal and Disney that show demand will return. We’ve covered multiple times how, when areas loosen restrictions, demand for attractions springs back.
Training and Changing Guest Expectations
Demand will return, but when we reopen several forces will have advanced decades. The pandemic was an accelerant. First, as exemplified by a Denny’s hostess quitting after a customer refused to wear a mask, illustrates the need to adjust training and expectations. Guests aren’t expecting the same experience as pre-pandemic, and employees must be equipped with tools to deliver something new.
Deglobalization
Deglobalization is another force seeing acceleration due to the pandemic. Three areas we discuss deglobalization’s impact on your attraction are: creative, marketing, and sourcing. Deglobalization does not mean less diversity; instead of telling ‘global’ stories again (Cinderella), it’s about telling local stories and distributing them globally. It means beginning locally with resources.
In a yet to be released discussion with the NY Times, the new head of global content at Netflix exemplified this in saying: “we don’t make it global we make it unique and specific,” “Local storytellers being exported globally,” and “The increase of non-English viewing was up 50% and viewing of k-drama tripled.”
Big Takeaway
What deglobalization means for the attractions industry is up in the air, but what we know is that drilling local is something to begin planning.
