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Disney’s $1 billion MyMagic+ service system has been tested at the Walt Disney World Resort in Orlando, Florida. The wearable technology-based system can be used to collect visitor data and monitor crowds to enhance the visitor experience at Disney theme parks.
Once tested, MyMagic+ could potentially be used not only in other types of theme parks, but also in museums, zoos, airports and shopping malls. At present, Disney is expanding its theme park projects around the world, and hopes to use it to fend off the threat of competitors, including Comcast’s 20-acre “Harry Potter” at Universal Orlando. The Wizarding World of Harry Potter” theme park. The latter will expand the theme park this summer.
But Disney will also face a small problem: Die-hard fans of its theme parks may find the MyMagic+ system a bit restrictive, or even unsettling. Because similar comments have already been made on Facebook and blogs like micechat.com. And Kevin Yee, a former Disney employee, likened the complaining comments to “rolling pebbles” that make it hard to stop.
bring about disruptive change
Disney MyMagic+ service system
MyMagic+ will bring more subversive changes to the tourist experience. It does not allow tourists to book tickets and plan trips through a website or smartphone app months in advance. The system will be bundled with MagicBands wrist devices and link MagicBands to an encrypted database of visitor information, allowing MagicBands to be used to keep a user’s itinerary at Disneyland, as a fast-pass entrance, and as a hotel key. MagicBands can be delivered to guests’ homes before they visit Disneyland and can be reused. In addition, MagicBands can also be purchased in the Disneyland store.
MagicBands has built-in Radio Frequency Identification (Radio Frequency Identification, RFID) chips, and the tracking-capable chips are important to Disney’s $14.1 billion theme park and vacation business. Smart data collected by MagicBands and actively submitted by guests in the My Disney Experience app can help Disney make better decisions about when to add more staff, what food should be served in restaurants, and which souvenirs are more popular. Welcome and exactly how many employees dressed in cartoon characters are required to cycle through the theme park. And data about customer preferences can also be used to send emails or text messages to tourists to alert them to emergencies such as restaurant menu changes or the sudden opening of a temporary queue window for a particular attraction.
A better experience is the key
MagicBand wristband device
Thomas Staggs, head of Disney Parks and Resorts, said: “We want to offer guests a more immersive, seamless and personalized experience. For example, this allows our Staff calling out a certain child’s name or wishing a tourist a happy birthday.”
Douglas Quinby, vice president of research at PhoCusWright, a travel consultancy, said: “This is a completely game-changing system, with big data and personalization in it. The way companies communicate.”
Visitors who have made a personal Disney World visit plan will be shown in the MyMagic+ system in advance, and these tourists will not easily change their travel destination, or go to other large theme parks in central Florida.
Jay Rasulo, Disney’s chief financial officer, told an investor conference in November: “When you do a better service, guests spend more time on entertainment and entertainment. consumption. We expect the MyMagic+ system to have a lasting positive impact on our business for years to come.”
Robert Iger, Disney’s chief executive, told analysts in February that the new system had helped Disney’s Magic Kingdom park 3,000 more visitors over the Christmas holiday last year. “The two most important things are that by reducing congestion, we can take in more tourists and at the same time provide a better experience for tourists,” Eagle said.
Technology application is the trend
However, there are a lot of people on the blog complaining about the MyMagic+ system. Because the application of this system reduces the efficiency of Disney’s FastPass system, which was introduced in 1999 and is still in use today, and leads to longer queues. However, a spokeswoman for Disney World said that 80 percent of comments on MyMagic+ on social media were positive and only 2 percent were negative.
Tom Burnet, chief executive of Access Technology Group, said that based on the company’s testing at European theme parks, people didn’t like to make travel itineraries in advance, because “one of the joys of visiting theme parks is the itinerary. Uncertainty”. Access Technology Group specializes in providing queue management system services for theme parks.
However, industry professionals pointed out that it is only a matter of time before the application of advanced monitoring technology.
“As long as Disney leads the way, other companies will follow,” Burnett said.
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