Pretty much every leisure time activity we undertake involves booking in advance – it’s a fundamental principle of the operation of restaurants and hotels, theatres, health clubs and sports events. It enables yield optimisation, staff allocation, crowd control and budgeting and it limits fraud.
In an increasing number of cases, it also involves payment in advance – theatres and sports events have always done this: book a ticket for a show today and you might pay in advance for a performance which is a couple of years away.
This means that the treasury function within these businesses is a major part of their cash flow and makes a significant contribution to operating profits.
And other leisure operations are following suit there are now spas that take advance payments and hairdressers and restaurants which take credit card details on booking and make a no show charge if you don’t turn up.
It’s fair they do – they’re selling time and time’s perishable: it’s a matter of self-preservation in a era when people are increasingly in a ‘last minute’ mindset.
Membership has to be the ultimate goal of any business in this industry, as it spreads payments, gains commitment and loyalty from customers and gets paid, even if they choose not to use it.
Attractions are the last bastion of the ‘pay on the gate’ approach and it’s time for this to change. Too many operators sit and wait each day to see if enough customers show up to enable them to pay the bills – it’s a hand to mouth existence which is absurd when such incredible technology is available to ramp up a whole load of great alternatives (see ticketing feature on page 87).
More sophisticated operators have always offered memberships I spent practically every weekend at Legoland on a membership ticket when my children were little – but this is the exception rather than the rule and the majority of gate money is taken on the day (or not, if the weather turns nasty).
Speaking at the Annual National Conference of Visitor Attractions (VAC) in London recently, chair Ken Robinson said the industry must grasp the opportunity and implement advance payments and memberships. Not doing so is holding us back and preventing us from deploying yield management and also from engaging properly with customers.
Memberships and advance payments involve operators taking full customer contact details and once we have these, a transformation can occur in our relationship: we know who our customers are and can properly engage with them.
Long ago, when the industry was part of the black economy, operators preferred to take cash, but those days are gone and it’s time attractions got on board the 21st century way of doing things.
Liz Terry, editor, twitter: @elizterry
Read more from this issue of Spa Business magazine
Profile: Joe Schott
The COO of Disneyland Paris talks about
the park's new immersive Ratatouille
dark ride, which is slated to open in 2014,
and how the park has evolved from an
American theme park to a European one
Pretty much every leisure time activity we undertake involves booking in advance – it’s a fundamental principle of the operation of restaurants and hotels, theatres, health clubs and sports events. It enables yield optimisation, staff allocation, crowd control and budgeting and it limits fraud.
In an increasing number of cases, it also involves payment in advance – theatres and sports events have always done this: book a ticket for a show today and you might pay in advance for a performance which is a couple of years away.
This means that the treasury function within these businesses is a major part of their cash flow and makes a significant contribution to operating profits.
And other leisure operations are following suit there are now spas that take advance payments and hairdressers and restaurants which take credit card details on booking and make a no show charge if you don’t turn up.
It’s fair they do – they’re selling time and time’s perishable: it’s a matter of self-preservation in a era when people are increasingly in a ‘last minute’ mindset.
Membership has to be the ultimate goal of any business in this industry, as it spreads payments, gains commitment and loyalty from customers and gets paid, even if they choose not to use it.
Attractions are the last bastion of the ‘pay on the gate’ approach and it’s time for this to change. Too many operators sit and wait each day to see if enough customers show up to enable them to pay the bills – it’s a hand to mouth existence which is absurd when such incredible technology is available to ramp up a whole load of great alternatives (see ticketing feature on page 87).
More sophisticated operators have always offered memberships I spent practically every weekend at Legoland on a membership ticket when my children were little – but this is the exception rather than the rule and the majority of gate money is taken on the day (or not, if the weather turns nasty).
Speaking at the Annual National Conference of Visitor Attractions (VAC) in London recently, chair Ken Robinson said the industry must grasp the opportunity and implement advance payments and memberships. Not doing so is holding us back and preventing us from deploying yield management and also from engaging properly with customers.
Memberships and advance payments involve operators taking full customer contact details and once we have these, a transformation can occur in our relationship: we know who our customers are and can properly engage with them.
Long ago, when the industry was part of the black economy, operators preferred to take cash, but those days are gone and it’s time attractions got on board the 21st century way of doing things.
Liz Terry, editor, twitter: @elizterry
Read more from this issue of Spa Business magazine
Profile: Joe Schott
The COO of Disneyland Paris talks about
the park's new immersive Ratatouille
dark ride, which is slated to open in 2014,
and how the park has evolved from an
American theme park to a European one
Global Wellness Day (GWD) will mark its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
