These are words you are unlikely to hear from tourist boards and they don’t like to give out that kind of information, because when you go on vacation, the numbers are always good. That has been the setting for almost 2 months, but today the Financial Times (at https://www.ft.com/content/5230100f-dfbd-428a-a554-f671e46ba3db) gives its readers ‘Disney warns of hit to US theme parks as foreign tourist numbers fall’, I saw the writing on that wall the moment we saw YouTube videos on how deserted the Epic Universe was. We saw the ‘negative’ views on rides and many other settings, the kind which puzzled me because that should have been addressed at the staging times and the makers of Epic Universe should have known better, but now we see “Disney said there would only be modest growth in its experiences business in the current quarter. The guidance comes after a 6 per cent drop in foreign visitors to the US last year, according to industry body the World Travel & Tourism Council, amid tensions between the Trump administration and other countries, including Mexico and Canada.” I personally believe that the damage is greater, but that might be a pure subjective thought process. There are a few thoughts that “Some investors, analysts and former company executives see D’Amaro, who is expanding the cruise fleet to 13 and overseeing the construction of a new theme park in Abu Dhabi, as the likeliest internal candidate to succeed Iger. “Investors are expecting it to be Josh D’Amaro,” said Rich Greenfield, veteran media analyst at LightShed Partners. “I don’t think anyone owns Disney [stock] for any reason other than the theme parks now.” Revenue from Disney’s streaming business, led by Walden, rose 11 per cent in the quarter. The company’s film studios had a number of hits in the holiday season, including Avatar: Fire and Ash and Zootopia 2. But marketing costs for the new releases offset the higher theatrical revenue in the quarter” evoke, but that too is subjective. As I see it, Disney lucked out by setting the Abu Dhabi stage, but there is seemingly more. We see this from “marketing costs for the new releases offset the higher theatrical revenue in the quarter” it hands the setting that I have been seeing over the last two years. It isn’t the marketing cost, it has been the turnaround from awareness to booking the outing (or vacation) and it is based on numbers and thoughts that are the foundations of a relic. You see, it comes back to the old Direct Marketing setting of the 90’s. People thought that throwing more money at it gets you the numbers, but in this instance there are two hindrances. The first is the Trump administration and the negativity that ‘America’ now brings. Add to that issues with rides and costs. A new kind of marketing is required and tourism isn’t ready for that, just like the Direct Marketeers had in the 90’s. In the marketing industry is was the step that augmented ‘engagement’, that is now the number one setting, not blatant advertising. And it comes with a hindsight issue. The numbers they are collecting now no longer suffices, but that is a lesson they will learn soon enough. So even if the negativity is dealt with, there is still the catering to engagement. I gave a few ideas in the past (in my blog) and there are further needs. As places like Disney is catering to children, that needs to come across as essential. Weirdly enough Supermarkets are doing it to engage with the children thought Disney and Harry Potter collections, I saw that as key to engagement, by catering to that side and one example I had given was to create placemats that could be used as ‘stages’ in this with the characters in this. Like Disney or Harry Potter characters that were handed out. The stage was to set the background of the event you catered to and as younger ones now had access to mobiles to create their own movies, these elements could be used to create an imaginary repartee. Get influencers to create settings that these younger targets could use to boost creativity because that is pure engagement. The job for Disney and like minded places need to create optional software (a mere example) that gives these people that creativity, and the nice part is that these solutions have no ‘use by’ data and they could be expanded through every event a year has. By tapping into that creativity you will be creating yearning and desire to be part of that story. And you know when a younger player wants it bad enough, it tends to happen, no matter that it costs the parents $209-$229 per person (less for kids 3-9 years old) and that is merely the beginning. You see food and snacks will set you back around $100 per adult per day for a mix of snacks and meals. So at $700 you are out of pocket for two adults and additional cost for the child and in this economy you need a more than mere awareness. That is the setting that Abu Dhabi seems to be avoiding, but it comes at other prices. And engagement can solve a lot of these issues right of the bat. As such operators like Miral have a steep path to go, but the fun pat is that they can use the approach of all their parks and that implies to some degree that one solution serves all, a pretty nice setting to have. But that is merely the first step, to get the younger players on board, get the right influencers to head the engagement setting all using the nearly same solution to cater to all.
Is this a figment?
That is the right question, but when we consider player like Cristiano Ronaldo (with 670,000,000 followers) we get ‘smaller’ influencers like Selena Gomez, Lionel Messi, MrBeast, but we aren’t vying to them, you see getting the people behind Bluey, PAW Patrol, Gabby’s Dollhouse, Numberblocks, and Sesame Street, can be much more effective and they can be found in any country and seeing where your people are coming from is a first to set up that requirement and other countries have other favourite but the same solution applies. Get these people to drive engagement and you get a new engine of engagement, because the TV is already vying for engagement, as such why invent the wheel two times over? Use that solution to create engagement.
And as we see the stage of engagement, we can wonder what solutions will be invoked by Disney, Universal and Warner Brothers and as such places like Miral can head them all off by heading that way before the others have figured out what they need to do. A seemingly simple setting, but it comes with the hidden traps that need to be avoided, a stage all trendsetters face.
Have a great day.
Lawrence van Rijn - Law Lord to be 