Dreamworld turns to digital tech to improve revenue, guest experience

By 1 September 2015 No Comments

Ardent Leisure, the group who owns Dreamworld and WhiteWater World, has revealed in its FY15 annual report that it will trial new methods of digital guest engagement technology from the second quarter of FY16.

The move is expected to help drive in-park spending, improve customer experience and collect more granular data from park goers.

Ardent Leisure Chief Information Officer Paul Young hinted that the technology could help with not only purchasing tickets, but with restaurant reservations and more.

While Dreamworld already has a digital queuing system in operation — Q4U — it is currently limited to just rides, and does not provide any up-selling opportunities besides the initial $15 per person fee.

It is not known whether Ardent’s plans are to overhaul the Q4U system, or ditch it all together for something similar to Disney’s FastPass+.

Dreamworld and WhiteWater World attendance increased 11.7 per cent (to 2.28 million) in FY15, while per capita spending dropped 11 per cent to $43.64 per person.

Total revenue for the period was $99.57 million, a decrease of 0.6 per cent.

Photo: Dreamworld