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Solution 1 - Final

Team Sixers

Created on February 9, 2026

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Transcript

DIgital SOlution 1 - Smart Route Planner

Brief Description

KeY features

benefits

strategic business challenge

Key data and insight

drawbacks

REFERENCES

Human-generated solution

DRAWBACKS

Limited digital adoption and overcrowding on popular routes could reduce optimisation.

Its effectiveness relies on accurate data.

A real-time, predictive app requires significant investment, adding cost pressures.

KEY DATA AND INSIGHTS

FINANCIAL STRAIN

ATTENDANCE DECLINE

COMPETITIVE PRESSURE

Thorpe Park faces long queue times and falling attendance, from 2.17 million (2010) to 1.62 million (2023).

Competitors like Disneyland leverage AI-driven planning & paid virtual queues. Universal’s planned UK park poses a major future threat.

Rising staff costs (£545m to £575m) and declining Resort Theme Parks’ profitability, underscores Merlin Entertainment’s mounting financial pressure.

BENEFITS

Encourages repeat visits

Eases staff pressure through self-navigation

Reduces perceived wait times

Balances crowds

Enhances satisfaction

Boosts secondary spending

REFERENCES

  • Queue‑Times.com. (n.d.). Theme park queue times (major parks). https://queue-times.com/parks
  • Queue‑Times.com. (n.d.). Thorpe Park historical attendance. https://queue-times.com/parks/2
  • Merlin Entertainments. (2024). Merlin Entertainments plc annual report and accounts 2024. https://www.merlinentertainments.biz/media/7549/motion-jvco-annual-report-and-accounts-2024.pdf
  • Dye, L. (2024, April 21). Disneyland® Paris app: A quick & easy guide. Attraction Tickets. https://www.attractiontickets.com/en/latest-news/paris/disneylandr-paris-tickets/quick-easy-guide-linking-your-booking-disneylandr-paris
  • Appventurez. (2025, August 18). How Disney uses data analytics, wearable tech, and IoT to transform guest experience. https://www.appventurez.com/blog/how-big-data-and-machine-learning-drove-disneys-Magic-globally
  • Fullbrook, D. (2025, September 1). Universal announces plans for a major UK theme park and resort. BBC News. https://www.bbc.co.uk/news/articles/c0r7dvdxyq4o

STRATEGIC BUSINESS CHALLENGE

Broadens appeal beyond the thrill-seeker demographic through personalised experiences and strengthens competitive position.

Operational efficiencies help reduce cost pressures and protect margins.

Tackles long queues and congestion to improve satisfaction.

KEY FEATURES

Uses push notifications for real-time updates & alternative recommenda-tions.

Enables visitors to set ride preferences.

Uses historical and live data to optimise routes.

Brief Description

Creates a personalised, real-time itinerary using ride preferences and live wait-time data. Optimises routes to minimise queues and walking time, adapting to changing conditions.