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.
Solution 1 - Final
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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
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.