As the global attractions industry grapples with the effects of COVID-19, some leaders fear a discounting war could have an undesirable effect.
Andreas Andersen, president and CEO of Liseberg, once compared discounting to “a drug habit that’s hard to quit.” His views remain unchanged this spring as the world emerges from the coronavirus. “While it can be tempting to optimize in the short term, these types of strategies come at a cost, even in a crisis like this one. What we do now will impact us when the market rebounds,” Andersen says.
Amanda Thompson OBE, managing director at Blackpool Pleasure Beach and current IAAPA Chairman, is adamant that “discounts are not the right way forward. Our industry is very important. Discounting does not increase the value of our products—it decreases it.”
Michala Svane, senior vice president, sales and marketing at Tivoli, prefers to emphasize add-ons, whether that’s exclusive access to a presale or a free drink with dinner. “That’s what our loyal members prefer too,” she says.