In some ways, the waterparks in Europe have not evolved and innovated as much as their US counterparts over the past 20 years, but now new and existing waterparks are trying to differentiate themselves as the market becomes more densely populated. They’re looking for one-of-a-kind water rides that not only create capacity and the wow factor, but also are a marketing and communication tool for being the “first” in the region, country, or in Europe.

We just opened Alpamare Scarborough, an indoor waterpark in the UK and as an example of a trend towards more immersive environments. Center Parcs Woburn is a park offering immersive, authentic surroundings, while Belgium’s Plopsaqua combines IP with a highly themed experience.

People also want to share experiences as a family or a group of friends, so our rides shaped like four-leaf clovers and double tubes, where everyone faces each other, are popular.

Now guests can get videos§ of their ride experience and post it on social media. That’s an interesting trend because the operator can use guest data to start building up a conversation. And, social media is instant marketing for parks.

At Polin, we’ve created a new division specifically targeting the integration of technology and interactivity into our attractions. That means our rides will incorporate more media-based elements such as lighting effects and full-sensory stimuli, synchronised VR and AR displays that change throughout the ride, 5D cinematic experiences, smart phone integration and interactive competitions.

Slide design will become more complex, as amping up the adrenaline demands more turns, drops and accelerations.

When it comes to theming, facilities must compete on every level, increasingly offering experiences that enhance every aspect of a guest’s investment, even before they arrive.

Not only can slides be made to look like characters in the park’s story, theming can also extend to many other offerings. And while well-known IPs will often be critical to these experiences, we also expect to see home-grown brands jump into this area successfully,.

Historically, theme parks have developed more rapidly than waterparks and been the main driver of the industry. However, in sheer volume and relevance, waterparks are catching up. Many people who’ve been involved in theme parks now want to get into water. That’s the natural progression.

We are seeing a real evolution of the client profile. There is no question that our buyers are becoming far more sophisticated than they ever have been. Sometimes that’s because they’re industry veterans, or they could be financers, private equity groups, or business people. It’s not surprising this has happened because the industry is doing well and there’s a real opportunity to generate revenue and a lot of profit, particularly on the operations side.

Clients now have elevated expectations on innovation, products, service and delivery model. The tolerance for not meeting deadlines is effectively nil. This shows we’re becoming a mature global industry with incredibly sharp people who are doing really good work.

We’re going to see water-parks playing catch-up with theme parks in terms of overall look, feel and theming. Buyers are more sophisticated, wanting to create meaningfully immersive experiences. For example, compare waterparks of old, which were very static, with theme parks where there’s always something moving – a Ferris wheel or a rollercoaster.

Theming is going to get more over the top as we move away from standard slide towers.

Buyers are also upping budgets in order to create richer experiences. Theme parks went in that direction some years ago. It’s taken waterparks longer to catch up, but that catch-up has happened.

Guests will pay for high-quality experiences and their expectations are growing exponentially.

Globally, we see a continuing evolution from standalone waterparks to ones integrated into year-round resorts, offered as a second gate to another major attraction such as a theme park, or as part of a larger entertainment district.

That means themed and branded experiences, such as the extension of an IP, are growing in popularity in some regions, but are still less common in smaller or emerging markets.

Wet/dry attractions are also on the increase and work well as part of a strategy to increase park attendance during the shoulder season, while also offering more variety.

Waterpark operations are increasingly sophisticated and require experienced trained personnel to manage and safely operate newer technologies.

Technology is appearing with integrated applications for competitive games. For some markets, such as teens and adults, operators need to set a higher bar to really wow guests.

Thrill rides combined with emerging technology/gaming are growing in popularity. Newer rides are always interesting and parks require renewal on a regular cycle, as with any other entertainment experience.

The use of cashless payment is increasingly expected by guests. Digital photography connected to social media is also growing in popularity. But no matter how sophisticated the features of a waterpark, guests always expect clean, well-maintained facilities.

We’ve got used to thinking that adding a slide or play structure is the only option available, but this isn’t true, and new, non-traditional water rides are entering the market.

With advances in wave technology, waterpark staples such as the lazy river and the wave pool are also being transformed, with new configurations, higher throughput and skill-based excitement, creating new experiences.

Boogie-boarding and surf pools give a new twist to the wave pool, as do double-entry, dual-beach wave pools.

Adventure rivers with wave entry zones remove the dry queue and immediately engage guests with the ride, while experiences that lend themselves to a destination setting – with the ability to blend surrounding deck space, cabanas and room for F&B – are growing in popularity as parks look for ways to keep guests engaged and on property longer.

In addition to adding new rides, parks are also becoming more focused on enhancing the overall guest experience.

Many waterpark operators recognise that outdoor parks still offer advantages over the static, artificially-lit atmosphere of indoor parks. This is why retractable roofs and enclosures are set to be the designs of choice for the waterpark of the future.

Retractable roofs and enclosure designs offer waterparks the best of both an outdoor and an indoor environment. These dynamic structures can open at the touch of a button to let in the fresh air and natural light of warm, sunny days, yet also offer shelter and warmth from cold or inclement weather.

Their retractable glazed panels offer operators approximately 20 percent savings on lighting and HVAC costs, while also naturally ventilating, thus helping to eliminate the odours of pool chemicals for guests. The use of corrosion-proof aluminium structures also gives these retractable-roofed venues excellent durability and low maintenance costs.

With dozens of leading waterparks around the world already choosing to build retractable roof enclosures or skylights and the constant improvements to operable structure technology, there is little doubt that retractable structures are set to become one of the hottest trends in waterpark design.

We are designing more inclusive rides to allow young children to enjoy them with adults and teenagers. Demand for large tube rides accommodating groups of people is also growing. This allows families and friends to experience the ride while having fun together.

Multi-slides that create competition, where people want to beat a time or improve their skill, and rides that integrate interactive play features will become more common.

Technologies such as iSlide’s AquaXperience, interactive special effects and digital lighting for water attractions, are driving the demand for waterplay entertainment. New and better integrated themed sound and light, visual systems and social media integration will become the norm on rides, slides and waterplay structures. They can change a new or existing ride by adding an exciting experiential dimension.

As the world becomes more connected and digital technology a more integralß part of our lives, we’ve seen play habits and expectations change dramatically among consumers of all ages.

Where before manufacturers were focused on designing something fun, today’s consumers want and expect more. They want to be delighted, thrilled and surprised by truly immersive experiences that are engaging and unforgettable.

As innovators, it’s an exciting time to be experimenting with the possibilities of waterplay.