All Season with Dynamic Pricing in the Outdoors! JuraPark Krasiejow
JuraPark Krasiejow, one of the leading JuraParks in Poland, implemented a dynamic pricing policy in April 2024. Strong focus on online ticketing and customer educationto encourage them to purchase as far in advance as possible, brings a lot of benefits. Guests can purchase a ticket up to 25% cheaper than at the checkout and up to 45% cheaper in periodic promotions. Dynamic Pricing not only generates additional revenue, but It also increases the number of positive opinionsand visible on Google My Business and supports the management of the occupancy of the facility.
This innovative approach aims to increase the availability of the offer to a wider range of guests and optimize revenue. It is particularly relevant in the context of changing market conditions and customer expectations. Dynamic Pricing also helps with facility management. So let's see what the summary of this time looks like with the Droplabs Dynamic Price Engine, already after the peak season for outdoor attractions.
Dynamic revenue growth
Let's start with what is most important in running a business. Numbers! The introduction of Dynamic Pricing in JuraPark Krasiejów brings impressive results. Revenues from used tickets increased by 16% compared to the same period in the previous year. What's more, Average revenue per guest (also from used tickets) increased by 29%. This means that one customer leaves almost ⅓ more money in the facility than in 2023, such good results were also influenced by other factors such as, for example, the previously planned increase in tickets, however, the share of Dynamic Pricing in the growth of revenues is significant.
How does it work? The price is managed by an algorithm that raises it at the appropriate times for the selected dates, assessing whether such an increase will not negatively affect the attendance and purchasing decisions of customers. By analyzing the number of guests visiting the property, you can calculate the revenue generated by applying Dynamic Pricing. Comparing the planned revenue, if the ticket price had been fixed in advance (taking into account the planned increase for this year), with the actual sales result achieved through the application of the algorithm, it follows that Dynamic Pricing generated 12% additional revenue.
Early Ticket Purchases
The number of guests on tickets sold in advance was also noticeable. Properly conducted marketing and communication activities, combined with the operation of an algorithm that gives an impetus to an earlier purchase, result in the transfer of a large part of sales to online. The percentage of customers who bought a ticket at least one day in advance increased fourfold, which It accounts for 33% of all buyers. Guests who had tickets from at least four days in advance, it was also four times more than last season! Thanks to this, JuraPark Krasiejów gained more customers with greater efficiency. Although the weather may have affected the plans, earlier ticket purchases did not lose their popularity. People who wanted to save money were more likely to buy tickets in advance. In addition, earlier purchase reduced the risk of guests changing plans, for example under the influence of other attractions encountered on the road. As a result, such a client became almost a sure visitor. Curiously, more than 1% revenue share is an additional profit from tickets sold that have not been used.
It is also worth considering, how many customers would not visit the park at all, if not for an incentive in the form of a favorable pricing policy.
2 out of 3 customers choose online
Almost 60% of hotel guests had a ticket purchased online. This testifies both to the preferences of customers and to the well-conducted communication and commitment of “JuraPark Krasiejów” in the shopping education of your guests. In order to make the most of the potential of Dynamic Pricing, the JuraPark team fully engaged in the project and benefited from the support of Droplabs in terms of ticket sales strategy and marketing communication. For customers, buying tickets online is a convenient solution that allows you to speed up the service and access to the premises.
Building a marketing base
Dynamic Pricing also brings benefits in terms of marketing. Promotional activities combined with a policy of dynamic pricing withincrease conversion and increase the number of guests who buy tickets in advance. Some of the guests who decided to buy a ticket earlier, she probably wouldn't have come to the facility if she hadn't. They could be distracted, for example, by advertising from competitors, or simply spontaneously change plans. Campaigns to create an impulse to buy earlier bring positive results, which can be confirmed by the statistics from the previous paragraphs.
With additional revenue from tickets sold and unused and a large number of marketing consents, JUraPark Krasiejów can reach customers more effectively. During this period, Krasiev's team managed to collect more than 18,000 marketing consents from potential guests! In addition, during the analyzed period 41% of online ticket buyers have given their consent.. As you can see, the more strongly online sales are promoted, the nominally more marketing consents are collected. Creating an effective contact base allows you to better allocate your marketing budget and increases the chances of converting both new and returning visitors.
Benefits in facility management
Dynamic Pricing not only increases revenue, but allows for better management of the occupancy of the facility. Thanks to the algorithm developed by Droplabs, JuraPark Krasiejów can predict the movement of visitors more precisely than before and prepare for a possible increase or reduction in the attendance of a given day. This makes it easier to determine, for example, the number of cashiers and service needed for a given day.
More positive Google reviews
In addition, thanks to this mechanism that automates the collection of reviews, dissatisfied customers are encouraged to provide detailed feedback, which goes directly to the managers of the private form in google, so information is provided on what to look out for in the property to improve the guest experience.
The JuraPark Krasiejów team's full commitment to getting positive feedback on Google was a major factor in increasing this number. Combined with the Droplabs Dynamic Price Engine, this has produced great results and this year received more than 3 times more reviews than in the same period last season! The average score is also more favorable because of the 4.7 rose to 4.9 (on a five-point scale). With the use of the Droplabs Dynamic Price Engine, the online customer share has increased. As a result, the number of people from whom you can gather Google's opinion with the help of a tool to automate this process has increased. In a long-term settlement, better reviews are the potential for more visitors and gaining an edge over the competition.
summary
JuraPark Krasiejów is an example of a modern tourist attraction that has successfully implemented Dynamic Pricing. Revenue growth of 16%c or 29% higher average revenue per guest than in the same period last year, This is evidence of the effectiveness of this strategy. With earlier ticket purchases and a growing number of guests using online shopping, the park has not only increased its revenue, but It also improved the number of employees in line with the current tourist traffic. Another advantage is the fact that JuraPark Krasiejów received a higher rating for the impressions of the stay left by customers on the Google website.
JuraPark Krasiejów together with the “sister” Baltic Tourist Complex have been pioneers of outdoor amusement parks in Poland. About the results of Bałtow you can read here. By focusing on Dynamic Pricing, both facilities have gained a new tool in adapting the offer to the needs of modern tourists.
