Solutions
Personalisation and Gamification
Visitor Flow System
Enhancing the existing National Trust mobile application by introducing more in-depth personalization and light gamification elements.
Set a real-time visitor flow system using anonymous phone signal or sensor data
Place-based Subscription
AI Species Detection
A place-based digital subscription that allows visitors to form an ongoing relationship with a specific National Trust landscape they have physically visited.
AI detection of species from audio captured during app usage in National Trust owned environments.
Personalisation and gamification
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
Visitor flow system
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
place-based subscription
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
AI species detection
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
Strategic Business Challenge
The current National Trust app functions primarily as a static, informational tool with only basic, generic filtering, which can overwhelm users when choosing from hundreds of locations. There is also an uneven visitor distribution, with well-known sites receiving disproportionately high visitation compared to lesser-known sites.
Limitation
Privacy risks from collecting user behavioral data requiring UK GDPR compliance. Gamification elements are more appropriate for younger demographics, but may not appeal to older people.
Key Data and Insight
User reviews cite "choice overload" when selecting properties. Visitor distribution across sites remains uneven, with well-known properties receiving disproportionately high visitation compared to lesser-known sites Gen Z membership surged 39% in 2025 and this demographic enjoys gamification and rewards systems .
Key Features
Detection of certain species using spectogram analysis software (RAVEN) from audio captured from mobile phones after users allow access during app usage
Benefits
Cheaper than traditional methods, allows for long monitoring with fewer researchers
Key Features
Creating adaptive user profiles based on interests and preferences, and offering personalized recommendations using visit history and engagement data. In addition, a small gamified discovery system which tracks visits, allows users to achieve milestones & digital badges for their visits, and offers location-specific challenges that encourage discovery of key features at each site.
Benefits
Creates emotional continuity and attachment of visitors to a place. It improves public understanding of the process behind conservation and it reduces the reliance on repeated physical visits.
Limitation
One key drawback of the proposed real-time visitor flow system is the potential privacy concerns associated with collecting and analysing mobile signal or sensor data, even if anonymised. Visitors may feel uncomfortable being tracked, which could affect trust in the organisation.
Key Features
Positioning of subtle QR codes or NFC markers in the landscape, with each one corresponding to a micro-space within the property. Visitors will be able to adopt these micro-places they have experienced physically.
Limitation
The initiative would require initial investment in digital structure and better staff coordination across properties. It may also create unequal access for visitors without smartphones or strong digital literacy, thus excluding certain demographics.
References
Hardaker, A. (2025, September 8). National Trust reports 39% surge in Gen Z members - Museums + Heritage. Museums and Heritage. https://museumsandheritage.com/advisor/posts/national-trust-reports-39-surge-in-gen-z-members/ National Trust. (2025). National Trust Annual Report 2024–2025. In National Trust. National Trust. https://docs.nationaltrust.org.uk/national-trust-annual-report-2024-25/p/1 Orawit Thinnukool, Rattaphol Phrommas, Nop Kongdee, Manissaward Jintapitak, Khanithep Pitupumnak, Tatiyaporn Jarumaneerat, & Pattaraporn Khuwuthyakorn. (2025). Sustainable tourism promotion through mobile gamification and reward systems for Chiang Mai Old Town, Thailand. Frontiers in Computer Science, 7. https://doi.org/10.3389/fcomp.2025.1710089
Strategic Business Challenge
The National Trust faces increasing challenges in managing visitor congestion at popular sites, leading to overcrowding, reduced visitor satistaction, and potential environmental damage. Peak-time congestion also limits the organisation's ability to distribute visitors effectively across sites. Additionally, there is a lack of real-time data to support operational decision-making. This proposed system addresses these challenges by using anonymised mobile signal or sensor data to monitor visitor flows and provide real-time insights for both visitors and site managers.
References
Vu, T. T., Chi, T. N., Doherty, P. F., Nguyen, H. T., Clink, D. J., Dac, M. N., Thanh, H. D., & Trong, T. G. (2023). Using mobile smartphones and bioacoustics to monitor endangered bird species. Ibis. https://doi.org/10.1111/ibi.13215 Carrington, D. (2024, December 27). National Trust records ‘alarming’ drop in insects and seabirds at its sites. The Guardian. https://www.theguardian.com/environment/2024/dec/27/national-trust-records-alarming-drop-in-insects-and-seabirds-at-its-sites Atkinson, R. (2025, November 10). National Trust reports ‘solid financial position’ despite economic pressures. Museums Association. https://www.museumsassociation.org/museums-journal/news/2025/11/national-trust-reports-solid-financial-position-despite-economic-pressures/
Benefits
The primary benefit is deeper visitor engagement and retention. Personalization will make visits feel more tailored and meaningful, while gamified elements can sustain interest, particularly among younger visitors, and also potentially encourage visits to lesser-known sites, if they’re treated like milestones.
Key Data and Insight
The National Trust highlights that labour and capital costs are rising faster than inflation, indicating the need for more efficient and digital ways to generate income. Digital media presence is not an advantage anymore as 94% of attractions already use digital communication channels. However, mobile app usage remains low at 8%, suggesting limited engagement with functional digital tools.
Strategic Business Challenge
It helps to meet the increasing pressure to generate sustainable income without drastically increasing visitor volumes. Currently there is shallow post-visit engagement amongst visitors and conservation costs are rising.
Key Data and Insight
Visitor attractions in the UK continue to experience high and uneven visitor volumes, particularly at well-known heritage sites. According to VisitBritain (2023), popular attractions receive significantly higher footfall during peak seasons, leading to congestion and operational pressure. At the same time, the increasing availability of mobile data and sensor technology enables organisations to track visitor movements in real time. Research shows that data-driven visitor management systems can improve capacity planning, reduce overcrowding, and enhance visitor satisfaction (Mintel, 2025). Therefore, implementing a real-time visitor flow system aligns with current industry trends in smart tourism and digital transformation.
Key Features
Set a real-time visitor flow system using anonymous phone signal or sensor data，its functions include: 1,Check which trails/rooms are crowded 2, Estimated wait time for cafés 3, Quiet scenic spots 4, Best time to visit shops or exhibitions
References
VisitBritain (2023) Visitor attractions trends in the UK. Available at: https://www.visitbritain.org (Accessed: 16 February 2026). Statista (2024) Visitor attractions in the United Kingdom (UK). Available at: https://www.statista.com (Accessed: 16 February 2026). Mintel (2025) Leisure trends – UK – 2025. Mintel Group Ltd.
References
Visitor attractions in the United Kingdom (UK). (n.d.). Statista. https://www.statista.com/study/27955/visitor-attractions-in-the-united-kingdom-uk-statista-dossier/
Limitation
Main benefits are not direct to the customers (visitors, doners). Potentially high initial costs that may undermine the intended cost-reduction benefits
Key Data and Insight
National Trust is facing increasing need to monitor wildlife on thier sites. e.g. seabird population dropped over 50% Low visitor engagement, many opt to pay per visit rather than getting a membership
Benefits
By providing both visitors and site managers with live capacity insights and proactive recommendations, the system enables early intervention, reduces overcrowding, improves visitor satisfaction.
Strategic Business Challenge
By setting foot in new conservation technologies, they are able to keep existing doners and attract potential ones by marketing themselves as a pioneering organization. Visitors also may experience increased affinity with National Trust's work. It is also a cost efficient conservation effort
Solutions
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Transcript
Solutions
Personalisation and Gamification
Visitor Flow System
Enhancing the existing National Trust mobile application by introducing more in-depth personalization and light gamification elements.
Set a real-time visitor flow system using anonymous phone signal or sensor data
Place-based Subscription
AI Species Detection
A place-based digital subscription that allows visitors to form an ongoing relationship with a specific National Trust landscape they have physically visited.
AI detection of species from audio captured during app usage in National Trust owned environments.
Personalisation and gamification
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
Visitor flow system
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
place-based subscription
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
AI species detection
Key features
Benefits
Strategic business challenge
data and insight
Limitations
References
Fivewhys
Strategic Business Challenge
The current National Trust app functions primarily as a static, informational tool with only basic, generic filtering, which can overwhelm users when choosing from hundreds of locations. There is also an uneven visitor distribution, with well-known sites receiving disproportionately high visitation compared to lesser-known sites.
Limitation
Privacy risks from collecting user behavioral data requiring UK GDPR compliance. Gamification elements are more appropriate for younger demographics, but may not appeal to older people.
Key Data and Insight
User reviews cite "choice overload" when selecting properties. Visitor distribution across sites remains uneven, with well-known properties receiving disproportionately high visitation compared to lesser-known sites Gen Z membership surged 39% in 2025 and this demographic enjoys gamification and rewards systems .
Key Features
Detection of certain species using spectogram analysis software (RAVEN) from audio captured from mobile phones after users allow access during app usage
Benefits
Cheaper than traditional methods, allows for long monitoring with fewer researchers
Key Features
Creating adaptive user profiles based on interests and preferences, and offering personalized recommendations using visit history and engagement data. In addition, a small gamified discovery system which tracks visits, allows users to achieve milestones & digital badges for their visits, and offers location-specific challenges that encourage discovery of key features at each site.
Benefits
Creates emotional continuity and attachment of visitors to a place. It improves public understanding of the process behind conservation and it reduces the reliance on repeated physical visits.
Limitation
One key drawback of the proposed real-time visitor flow system is the potential privacy concerns associated with collecting and analysing mobile signal or sensor data, even if anonymised. Visitors may feel uncomfortable being tracked, which could affect trust in the organisation.
Key Features
Positioning of subtle QR codes or NFC markers in the landscape, with each one corresponding to a micro-space within the property. Visitors will be able to adopt these micro-places they have experienced physically.
Limitation
The initiative would require initial investment in digital structure and better staff coordination across properties. It may also create unequal access for visitors without smartphones or strong digital literacy, thus excluding certain demographics.
References
Hardaker, A. (2025, September 8). National Trust reports 39% surge in Gen Z members - Museums + Heritage. Museums and Heritage. https://museumsandheritage.com/advisor/posts/national-trust-reports-39-surge-in-gen-z-members/ National Trust. (2025). National Trust Annual Report 2024–2025. In National Trust. National Trust. https://docs.nationaltrust.org.uk/national-trust-annual-report-2024-25/p/1 Orawit Thinnukool, Rattaphol Phrommas, Nop Kongdee, Manissaward Jintapitak, Khanithep Pitupumnak, Tatiyaporn Jarumaneerat, & Pattaraporn Khuwuthyakorn. (2025). Sustainable tourism promotion through mobile gamification and reward systems for Chiang Mai Old Town, Thailand. Frontiers in Computer Science, 7. https://doi.org/10.3389/fcomp.2025.1710089
Strategic Business Challenge
The National Trust faces increasing challenges in managing visitor congestion at popular sites, leading to overcrowding, reduced visitor satistaction, and potential environmental damage. Peak-time congestion also limits the organisation's ability to distribute visitors effectively across sites. Additionally, there is a lack of real-time data to support operational decision-making. This proposed system addresses these challenges by using anonymised mobile signal or sensor data to monitor visitor flows and provide real-time insights for both visitors and site managers.
References
Vu, T. T., Chi, T. N., Doherty, P. F., Nguyen, H. T., Clink, D. J., Dac, M. N., Thanh, H. D., & Trong, T. G. (2023). Using mobile smartphones and bioacoustics to monitor endangered bird species. Ibis. https://doi.org/10.1111/ibi.13215 Carrington, D. (2024, December 27). National Trust records ‘alarming’ drop in insects and seabirds at its sites. The Guardian. https://www.theguardian.com/environment/2024/dec/27/national-trust-records-alarming-drop-in-insects-and-seabirds-at-its-sites Atkinson, R. (2025, November 10). National Trust reports ‘solid financial position’ despite economic pressures. Museums Association. https://www.museumsassociation.org/museums-journal/news/2025/11/national-trust-reports-solid-financial-position-despite-economic-pressures/
Benefits
The primary benefit is deeper visitor engagement and retention. Personalization will make visits feel more tailored and meaningful, while gamified elements can sustain interest, particularly among younger visitors, and also potentially encourage visits to lesser-known sites, if they’re treated like milestones.
Key Data and Insight
The National Trust highlights that labour and capital costs are rising faster than inflation, indicating the need for more efficient and digital ways to generate income. Digital media presence is not an advantage anymore as 94% of attractions already use digital communication channels. However, mobile app usage remains low at 8%, suggesting limited engagement with functional digital tools.
Strategic Business Challenge
It helps to meet the increasing pressure to generate sustainable income without drastically increasing visitor volumes. Currently there is shallow post-visit engagement amongst visitors and conservation costs are rising.
Key Data and Insight
Visitor attractions in the UK continue to experience high and uneven visitor volumes, particularly at well-known heritage sites. According to VisitBritain (2023), popular attractions receive significantly higher footfall during peak seasons, leading to congestion and operational pressure. At the same time, the increasing availability of mobile data and sensor technology enables organisations to track visitor movements in real time. Research shows that data-driven visitor management systems can improve capacity planning, reduce overcrowding, and enhance visitor satisfaction (Mintel, 2025). Therefore, implementing a real-time visitor flow system aligns with current industry trends in smart tourism and digital transformation.
Key Features
Set a real-time visitor flow system using anonymous phone signal or sensor data，its functions include: 1,Check which trails/rooms are crowded 2, Estimated wait time for cafés 3, Quiet scenic spots 4, Best time to visit shops or exhibitions
References
VisitBritain (2023) Visitor attractions trends in the UK. Available at: https://www.visitbritain.org (Accessed: 16 February 2026). Statista (2024) Visitor attractions in the United Kingdom (UK). Available at: https://www.statista.com (Accessed: 16 February 2026). Mintel (2025) Leisure trends – UK – 2025. Mintel Group Ltd.
References
Visitor attractions in the United Kingdom (UK). (n.d.). Statista. https://www.statista.com/study/27955/visitor-attractions-in-the-united-kingdom-uk-statista-dossier/
Limitation
Main benefits are not direct to the customers (visitors, doners). Potentially high initial costs that may undermine the intended cost-reduction benefits
Key Data and Insight
National Trust is facing increasing need to monitor wildlife on thier sites. e.g. seabird population dropped over 50% Low visitor engagement, many opt to pay per visit rather than getting a membership
Benefits
By providing both visitors and site managers with live capacity insights and proactive recommendations, the system enables early intervention, reduces overcrowding, improves visitor satisfaction.
Strategic Business Challenge
By setting foot in new conservation technologies, they are able to keep existing doners and attract potential ones by marketing themselves as a pioneering organization. Visitors also may experience increased affinity with National Trust's work. It is also a cost efficient conservation effort