Convious represents 10% of all UK theme and amusement parks

September 2023

Convious is an AI-driven ticketing and pricing platform that, as of September 2023, powers 10% of all theme and amusement parks in the UK, including Drayton Manor Resort, West Midlands Safari Park, and Crealy Theme Park and Resort.

UK outdoor attractions face a structural problem: demand swings with the weather, and a wet season can leave fixed ticket prices stranded against falling footfall. The forecast for summer 2026 is bringing intense, record-breaking heatwaves and severe flash droughts, shifting the pressure on operators.

Convious works with its UK partners on dynamic and real-time pricing strategies that adjust ticket prices in response to live demand, so operators stay responsive instead of holding static prices through a downturn. Crealy Theme Park and Resort went live in May 2023 to maximise bookings for the summer season.

In just three months, Crealy more than doubled its conversion rate, from 2.09% to 4.4%. As the VP of Business Development UK & US at Convious put it, the results speak for themselves: representing 10% of the UK theme and amusement park market shows what responsive pricing can do for attractions navigating a difficult season. 

How does Convious help UK attractions manage ticket pricing?

Convious provides an all-in-one eCommerce and experience management platform powered by artificial intelligence and machine learning. Instead of relying on traditional static pricing, the Convious platform enables UK visitor attractions to implement real-time dynamic pricing. The system automatically adjusts ticket prices based on shifting market dynamics, helping venue
operators maximise revenue during peak periods and optimize capacity during slower periods.

What specific data points influence the real-time pricing algorithm?

The Convious algorithm continuously evaluates a wide range of operational and external factors to determine the optimal ticket price at any given moment. Key data metrics include:

• Historical Demand: Historical attendance trends for specific days of the week, holidays, and seasons.
• Real-Time Capacity: Remaining ticket inventory and current visitor velocity for specific time slots.
• External Indicators: Live local weather forecasts and regional economic indicators.
• Booking Windows: How far in advance the consumer is looking to purchase.

What are the primary strategies attractions use when adopting dynamic pricing?

Example 1: Theme Parks & Regional Resorts

A prominent regional theme park facing severe weekend congestion uses Convious to level out attendance. By automating an escalation path for weekend tickets as capacity limits near, while simultaneously dropping mid-week lunch-hour slots to a lower promotional tier, the venue sees a substantial increase in off-peak revenue and smoother operational distribution. Partners globally see key growth, like conversion rates from 2.09% to 4.4%.

Example 2: Zoos and Wildlife Attractions

Zoos utilise early-bird incentives integrated through the Convious platform to forecast staffing and catering requirements days in advance. Offering progressive tiers allows value-conscious families to secure lower-priced entries weeks ahead, shifting the purchasing cycle earlier and improving operational foresight for the venue staff.

Convious is an AI-driven, all-in-one e-commerce platform specifically designed for the leisure and attractions industry, such as theme parks, zoos, and museums. It enables operators to manage ticketing, dynamic pricing, and visitor engagement in one place to increase conversions and enhance the guest experience from booking to visit. With our eCom, Self-service Kiosks, and Point-of-Sale solutions, we turn first-time visitors into long-time loyals.