Agility and flexibility in the data evaluation of a theme park

Reporting – Regular reports to the parent company

What used to be a very time-consuming process is now largely automated when it comes to creating and sending internal company reports. These include, above all, cost/revenue reports from the theme park, gastronomy and hotel sectors. Hotel occupancy, staff hours, and the running and standing times of rides are also recorded. Another important component of reporting is the development of visitor numbers. This includes not only the pure recording of the number of visitors, but also the sales figures for tickets in the individual sales channels. Thanks to the automated recording and preparation of the data in dashboards, KPIs can be continuously monitored and optimizations derived.

Analyses – Gaining detailed knowledge about the visitors

An important part of the analyses in the theme park is the analysis of the origin of the visitors: Where do the guests come from? Who are the guests? The origin analysis and visitor numbers provide information on how interest is developing in specific segments and whether the marketing campaigns carried out have paid off. In addition, the system records when visitors book a room at the hotel and when they start their visit in order to perform an accurate occupancy analysis and, above all, to predict group bookings. With the help of TM1, the complex ticket structure (one-way tickets, annual passes, vouchers, etc.) can be taken into account, which is difficult to do with many other tools. In addition, as part of the merchandise management analysis, it is possible for the theme park to know the stock range, analyze and calculate the quantities. AdHoc analyses are another important functional area of TM1, in addition to the classic analyses, in order to be able to collect and examine flexible and spontaneous data.

Planning processes – deriving strategies for the future

Based on the reporting and analysis processes, specific strategies for further action on the respective areas are developed in the planning phase. By analyzing the origin and target groups, the theme park can plan targeted marketing campaigns (such as regional marketing) and implement them accordingly. In addition to classic revenue planning, forecasts are also used to plan the occupancy rate of overnight accommodations in the short term. Depending on the occupancy rate, the price for hotel rooms can be controlled and adjusted accordingly. In the context of inventory management, the necessary quantity can be ordered at the right time based on data.