Trends that will define the future of leisure & entertainment in 2022 (Part 2 of 2)

Part ( 1/2 ) Trends that will define the future of leisure & entertainment in 2022

Last month, we discussed the trends surrounding sustainability and customer needs that we can expect to see in the entertainment and leisure sector in 2022.?

As we all hold our breaths to see if this year stabilizes and the uptick of global travel continues, it’s clear we will be using our own devices and high-tech more than ever.?

Trend #3: Futureproofing personalisation?

With the rise of digital pioneers such as Netflix and YouTube, smart content and personalisation isn’t simply a value-add that operators can provide, it is a customer expectation that we must address. And automation plays a key role in determining how we deliver these experiences at our attractions.

Our digital analytics strategy, the Noor Initiative, is at the heart of our endeavor to deliver deeper, tailored experiences for local and international visitors to Yas Island’s award-winning theme parks and experiences.?

Today, we are using a combination of first-party data, AI, machine-learning and analytics that enhance and enable hyper-personalised and unique experiences for our guests - even in group settings such as theme parks. However, for this to be a success, there must be a digitally native connection between all the channels to allow for improved coordination and automation between the different departments in the frontend and back. This is something have developed in MyPass and continue to build on to create a seamless customer journey.

The need for a human touch is necessary, but not as vital as before. Interestingly, it’s now evident that at the starting point of the customer journey, guests prefer no human involvement. They rather do their own research, customise, book and amend their plans at a given destination instantly with an effortless user interface.?

We are constantly improving and refining our processes to keep up with customer expectations. In 2022, the reliance on digital practices will continue to help brands keep customers engaged and informed. We must embrace our digital routes to our customers, not as an add-on, but as an ever-present thread that connects the entire guest experience.

Trend #4: Virtual becomes reality?

We have been pursuing visualisation applications throughout the last year. Why?

We’re witnessing a clear move to visual channels, even on social media, with the growth of Instagram reels and TikTok. Coupled with the wealth of choices available to our guests, visual content will become key in the future. Guests want to experience the destination at home before physically arriving – whether this is through Google images or social media.?

There will also be a move towards virtual tours so that they can get a sense of a place with the people they will travel with. By realising the immense power of highly realistic simulated environments, we can still deliver emotive and rich experiences, but via virtual versions of our award-winning attractions.?

One hot topic within this area is Metaverse. This area of 3D visual and personalised computing allows humans to immerse oneself in fulfilling experiences without having to move an inch. Once limited to more corporate platforms such as real estate, virtual experiences are already revolutionising the entertainment industry, and this will only evolve further in 2022. The virtual world will restore some of the human contact we’ve lost over the past two years and become more deeply embedded in our everyday lives.?

In summary, it will be vital for businesses to take account of these trends in 2022. Some of these can be seamlessly adapted while others take courage and investment. Most of all, it requires recognition of the fact that industries and organisations are moving towards the future.

However, if I was to be asked outright if I think any new technology can completely replace the physical experience; the answer is no. There’s absolutely no way to replicate the feeling you get on the Formula Rossa.

Mohamed Abdalla Al Zaabi

@alzaabiofficial