For many attractions and tours, walk-up bookings have long been the default. But as the industry evolves, so do visitor expectations—and pre-booking, especially with timed entry, is emerging as a valuable alternative. This transition was accelerated by the pandemic, which required attractions to manage visitor numbers for safety and social distancing. Now, timed ticketing is proving to have lasting benefits: it allows attractions to better manage visitor flow, reduce queues, and enhance the overall visitor experience.
So, why is walk-up still the standard, and how can attractions benefit from a well-thought-out pre-booking strategy?
1. Managing visitor flow for a better experience
One of the biggest advantages of pre-booking is the ability to manage visitor numbers throughout the day. Instead of unpredictable walk-up traffic, attractions with pre-booking and timed entry can control how many visitors arrive at each time, creating a calmer environment.
- Reduced queues: The pandemic underscored the importance of avoiding crowded spaces, and timed ticketing is an ideal way to manage this. When visitors book time slots in advance, queues shrink, and waiting times become shorter, ensuring a smooth entry for all.
- Consistent visitor experience: By knowing how many visitors to expect, attractions can adjust staffing levels and resources to match demand, ensuring a consistently high-quality experience.
The Real Mary King’s Close shared how transitioning to pre-booked, timed tickets during the pandemic has allowed them to maintain a steady visitor flow. This reduces congestion in their historic space, creating a more relaxed and enjoyable atmosphere for everyone.
2. Enhancing visitor planning and convenience
Pre-booking gives visitors peace of mind, knowing they’re guaranteed a spot and don’t have to worry about potential overcrowding. It also allows visitors to plan their day, coordinating with other activities and ensuring they get the most out of their experience.
- Clear schedules: Timed tickets allow visitors to select a specific time that suits their plans, making the visit part of a well-organised day rather than an unpredictable activity.
- Improved experience for families: Families, in particular, benefit from pre-booking, as it allows them to plan around meal times, naps, or other daily routines, ensuring everyone enjoys the experience.
The Roman Baths shared at ASVA how they’ve promoted timed pre-booking as a way to help families plan their day with reduced uncertainty. By reserving a specific entry time, families can enjoy their visit knowing they won’t be met with unexpected delays.
3. Revenue predictability and capacity control
For attractions, pre-booking and timed entries provide a clearer picture of revenue and visitor volume in advance. This insight is invaluable for resource planning, staff scheduling, and financial forecasting, enabling attractions to make the most of peak and off-peak times.
- Forecasting revenue: Timed pre-booking allows attractions to predict revenue more accurately, which helps with budgeting and planning seasonal promotions or discounts.
- Efficient use of space: By setting a maximum number of visitors per time slot, attractions can use their space more effectively and avoid overcrowding, which can diminish the quality of the experience.
4. Opportunities for personalisation and upselling
Timed pre-booking opens the door for personalised interactions and upselling opportunities. When attractions know in advance who is coming and when, they can tailor communications, recommend relevant add-ons, and make visitors feel valued.
- Pre-visit engagement: Send personalised reminders, recommendations, or tips based on the visitor’s preferences or booking details. For example, a family might receive a note about child-friendly facilities, while a couple could get a recommendation for a quiet cafe nearby.
- Upsell opportunities: With pre-booking, attractions can offer add-ons like guided tours, audio guides, or special access options. Visitors are more likely to consider these extras in advance than on the day of their visit.
5. Building a more sustainable operation
By encouraging pre-booking, attractions can move away from unpredictable walk-up traffic, leading to a more sustainable operation. Fewer unplanned arrivals mean less strain on staff and resources, which ultimately supports a better visitor experience.
- Reduced strain on resources: Staff can prepare for expected visitor numbers, rather than adjusting on the fly. This reduces stress and creates a smoother operation overall.
- Improved staff management: With predictable visitor numbers, managers can schedule staff more effectively, ensuring the right number of people are available at busy times and optimising resources during off-peak periods.
Conclusion
While walk-up visits have been the traditional standard, the shift towards timed pre-booking, accelerated by the pandemic, offers numerous benefits that can significantly improve the visitor experience. By embracing pre-booking, attractions can create a more predictable, enjoyable, and personalised experience for guests, while gaining better control over operations and revenue.
In a world where convenience and assurance are top priorities, pre-booking gives attractions a valuable opportunity to elevate the visitor journey from the moment they decide to book. With so many positives, it might be time to make the new standard timed pre-booking.