Drayton Manor Park launches virtual queuing app

Drayton Manor Park has partnered with Attractions.io to launch a new mobile app to enable virtual queuing and support social distancing.

The app, which is free to park guests to download and use on any smartphone device, was launched in time for Drayton Manor Park’s phased reopening on 4 July.

Other new measures to help keep guests safe during their visit include limiting which rides are open, taking temperatures of staff and guests and enhancing cleaning and santisation in every part of the park.

Drayton Manor Park’s mobile app project was already underway when COVID-19 as an initiative to deliver added value for guests and enhance their experience.

The new virtual queuing functionality replaces physical queue lines with virtual ones that guests can join via their smartphones. Instead of waiting in lines, guests are free to roam around and receive a notification when it’s time to board the ride.

This technology supports social distancing by removing the challenge of having large volumes of people standing in close proximity. It also delivers marked improvements to the guest experience — queuing has long since been identified as the number one frustration amongst theme park visitors. With virtual queuing, guests spend less time waiting in line, and more time enjoying the activities on offer.

Other features include an interactive map, wayfinding, live wait times and day planning.

Alexa Hickling​, director of sales and marketing at Drayton Manor Park said: “The park was keen to invest in new technology to remove common points of friction and help guests make the most of their visit. We chose Attractions.io for their comprehensive platform functionality and innovative approach.

Mark Locker, CEO at Attractions.io said: “We’re delighted to have been able to support Drayton Manor Park in their aspirations to improve their digital guest experience. Technology will be a key part of the new normal for the theme park experience and parks like Drayton Manor Park who embrace new technology early will be able to secure an early advantage which will be vital for re-building guest confidence and ensuring a strong recovery.”

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