The CEO, Luis Perea, spoke about future trends and challenges for the leisure park sector

We present our digitalization model based on sustainability as a model of success within the field of leisure parks in Spain. The general director of the park, Luis Perea, spoke about the trends and future challenges that the leisure park sector must face during the development of the conference ‘Digitization and innovation in leisure parks’, which took place today at the Prince Felipe Science Museum of the City of Arts and Sciences of Valencia.

The meeting has been organized by ADESTIC (Cluster of innovative companies for tourism in the Valencian Community), in collaboration with Experticket and Tixalia. The incorporation of artificial intelligence, virtual assistants based on AI, the sensitization of the IoT or the application of virtual reality, augmented or holographic in the user experience of visitors, as Perea has advanced, will allow “to enhance unique experiences around theme parks and their educational potential ”.

Among the most marked trends, the director of Terra Natura Benidorm has pointed out that “there will be a tendency to personalise the customer’s experience, both in the previous steps of preparing the visit and in the experience of buying and booking activities during their visit. “ In this way, Perea has remarked that new technologies will allow to orient the user experience based on their geolocation, and will also favour the creation of digital tools such as virtual shop windows, where “the online and virtual world will coexist with the physical and real space ”.

As the main challenges to develop the business model, Perea has stressed the need for adaptation, differentiation and sustainability. “We must become an intelligent company thanks to the new digitization tools to improve our decision-making process by being able to work in real time, as well as boost our growth and increase our ability to interconnect with the world around it.”

Thus, from the direction of Terra Natura Benidorm, it is committed to improving and reinforcing the customer experience through its digitization and innovation strategy, which “increasingly seeks experiences that are more special compared to traditional consumer products”, specifies Perea. “We seek to offer a wide range of experiences to satisfy the greatest number of clients, relying on differentiation, the services we offer and our strengths as a tourist destination”, the manager said.

Sustainability and innovation model

Sustainability and the conservation of biodiversity are essential factors within the Terra Natura Benidorm strategy. Hence, Perea explained that “we have been seeing how families have become increasingly aware of caring for the environment. The demand for a more sustainable tourism offer in our case has favoured us by focusing our business on nature and caring for animals ”. For Perea “the arrival of the internet and technological development has allowed us to create new products, new experiences and new ways of promoting them among the visiting public”.