You already know that the overall guest experience and how customers interact with your brand are key to the success of any business, especially when applied to Location-Based Entertainment.

The business has to meet guests’ expectations even more in 2021. Offer unique experiences and make them focus their attention on you.

Consumers have an abundance of choices and some are easy to acquire, while others take more effort. Are they willing to visit you because they know for sure they will experience something great and create memories?

Redefining Guest Experience: The Year of Attention and Intention

As brand recognition on its own isn’t enough anymore, people desire a personal connection with your brand.

Guest expectations are changing and the Location-Based Entertainment industry needs to adapt.

The focus for entertainment venues should firstly be on what the brand has already promised them and guarantee to exceed their expectations. The offering you’re making to your guests has to be something worth taking. Apart from making sure that it is hyper-clean, one of the questions you have to ask yourself in 2021 is “Why would my customers leave the comfort and safety of their home to come to my venue?”.

Create a Seamless Customer Journey

Create bridges between guests, transformational experiences, and your staff.

Which trends, predictions, and expectations should you be aware of to deliver exceptional experiences this year and beyond? Keep in mind that customers rely on brands that they trust and the easier way to achieve trust is to understand what needs they are having throughout this year.

Familiar experiences need new journeys.

As we analyze consumer behavior since the pandemic began, it’s clearly visible that consumers seek in-person connections. Thus, every activity now is different from how it used to be in the past (such as going out to eat, have a drink and enjoy some thrilling experiences).

This includes digital adoption, such as easy online bookings and virtual queues, or even adding extra facilities to the overall experiences, in order to make the “risk” worth taking.

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According to many operators, the first 5 to 10 minutes since the guest has entered your facility are the critical ones because that’s the moment when your guest will decide how they’re feeling and whether they will enjoy their stay at your center. They need to feel a familiarity with the location, and that can be directly generated by the hospitality aspect. As the pandemic caused the lack of face-to-face interactions, one of the most important aspects for operators is to focus on first-class interactions with the customers. Hospitality has to be at the core of it all. This means, training your staff on how to be out-of-this-world friendly and welcoming to all of the guests, as well as making sure everyone is safe and respecting the imposed regulations.

Having people at the front desk that are well prepared, know how to answer all questions, and are constantly responding to the guests’ needs is a must-have in 2021.

Finding the Customer’s “Why” and Enhancing the Experience

The focus in 2021 is on creating an infinite entertainment experience, one that takes your customer on an outstanding journey. Create an end-to-end seamless customer journey in order to attract more customers to your brand.

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You will find a lot of customers that are willing to come to you but the reason for their visit is actually an answer to a much deeper thought process. By understanding their “why”, you will find ways to adapt your offering to them. Your customer’s “why” is nonetheless a complex series of answers that may take down the barrier created in 2020 between some brands and customers. Having a comprehensive understanding of your guests is key to achieving core business goals and have them come back, have them talk about you, recommend you to their peers, and be involved with your brand.

Transformation Economy and Guest Experience

Businesses must form unique connections to secure their customers’ affections, and ensure their economic vitality. However, 2020 was a year where people didn’t get the chance to spend as much time with their friends, doing the activities they used to love previously.

In 2021 the transformation economy is a must-have and it’s booming more than ever before. The offering should be transformational, fulfilling an aspirational need making your customers want to engage. You may have to ditch the old-fashion ways of entertainment or find the great balance between what your guests used to enjoy and elevated experiences that are significantly better than what can be experienced at home.

Customer Experience vs Customer Service

There are plenty of terms used to describe overall customer satisfaction, experience, but over the past few years, the market got oversaturated with the abundance of terms that somehow lost their meaning. Thus, the confusion between guest experience and customer service is totally understandable, but once you master the main nuances and differences between them it can definitely transform the way you view guest experience.

Let’s look into the main differences between guest experience and customer service.

They are not the same thing, but related. They are intertwined, they work together, and when used one without the other you will not get the desired result? If there is one thing to remember is that customer service is just the tip of the iceberg, that piece of the entire 1000pcs puzzle, the surface. It’s actually what’s happening on the surface – the human interaction the business has directly with the customers, and how they can solve their problems.

They are not the same thing, but related. They are intertwined, they work together, and when used one without the other you will not get the desired result? If there is one thing to remember is that customer service is just the tip of the iceberg, that piece of the entire 1000pcs puzzle, the surface. It’s actually what’s happening on the surface – the human interaction the business has directly with the customers, and how they can solve their problems.

Was the food too cold? Let me change that for you.


Did you wait too much in line for this attraction? Let me give you a discount.


Do you want to book a group party for your birthday? Let me help you with that.

This is customer service…

And now, what exactly is the essence behind the guest experience? What would be the keyword to describe this process? Sadly, as the name suggests, it’s an experience, and it cannot simply be turned into just a keyphrase.

The reason why customer experience is so important, yet sometimes overlooked (or confused with customer service) is because it’s so complex. Basically, it’s the entire impression that you leave your guest the moment they interact with you. It can be the first social post they see, the first reservation they make, the first time they walk by your center – until the moment they interact with your brand and leave your facility, and most importantly, after that.

Across various touchpoints in the customer journey, your guests build a relationship with your brand and form their own ideas and beliefs about you.


To sum up, what would be there to remember from 2020 is that 2021 is the year of attention and intention. Customers are more careful at how they choose to spend their money, and most importantly, their time. That’s why the focus must rely on guest experience, and how are you taking every individual customer on an outstanding journey, while creating an end-to-end seamless customer journey through brand storytelling, excellent service, and compelling offers.

If you found this article interesting, download the FREE E-book with 10 Location-based Entertainment Trends for 2021!

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