As a future shaper of the tourism industry, the destination LAAX relies on innovation and the constant expansion of its digital offering to create real added value for guests. In order to offer a complete but secure experience during COVID-19, the Weisse Arena Group has chosen Pricenow’s Business Intelligence Tool.
Online sales and ticket allocation for a better experience
For the Weisse Arena Gruppe it was already clear in the summer months of 2020 that there may be self-imposed or cantonally mandated capacity restrictions in the coming winter season. The right precautions had to be taken for this in advance. One of these was the switch of day-tickets and half-day tickets sale to online only. This is to prevent winter sports enthusiasts from arriving in the event of a limited capacity only to be disappointed to find out at the valley station that they can no longer get a ticket. Thanks to this digital solution, winter sports enthusiasts also get to the mountain faster and more safely, because contact points are reduced to a minimum.
As early as the start of the season in autumn 2020, LAAX decided to limit the number of half-day and day tickets. This was done in order to be able to adequately meet the challenges posed by COVID-19 and the associated restrictions and still offer guests an optimal mountain experience. However, in order to be able to make an appropriate contingent, a tool is needed that allows precise conclusions to be drawn about sales and their distribution.
Usage Module in the Pricenow-Business Intelligence Tool
With the Business Intelligence Tool, the Weisse Arena Group can keep track of capacities and intervene in case of doubt. The application displays in real time the numbers of guests who have a lift ticket for the winter sports area on that day. This is a particularly complex undertaking in the winter sports sector, as it involves a large number of different tickets and an unknown and variable number of season passes owners must always be included.
«In order for the data to be useful, all points of sale must be taken into account: The interface to the access system is ensured and thus purchased tickets from all sales channels, whether booked in the webshop or in a hotel, are mapped.», explains Jonas Meuli, Co-Founder, Pricenow
The new Usage module of the Pricenow BI tool shows all purchased tickets in real time and therefore the expected capacity utilisation. Visitors with multi-day tickets are also included on a daily basis in order to map the actual number of visitors. In this way, the Weisse Arena Gruppe can track in real time how many people have a valid lift ticket for a particular day.
In the event of high utilisation, the management of LAAX can intervene and control the capacity in the online shop. In the business intelligence tool, the lift tickets purchased for the area are updated in real time so that the contingent in the online shop can be adjusted again in the event of any changes. It provides a data-based decision-making basis that enables capacity management in the winter sports area. The capacities can be regulated easily and quickly by the management in order to ensure the safety of the guests and employees and also to meet the requirements of the canton.
In the future, the business intelligence tool will continue to support
Markus Wolf, CEO, Weisse Arena Gruppe, is satisfied: «With Pricenow, we have found a partner who not only has profound expertise in pricing and data analytics, but also a comprehensive understanding of the industry. This improves the cooperation, which we will strengthen in the future.»
The Business Intelligence Tool from Pricenow also offers considerable added value after COVID-19: With the Usage Module, the Weisse Arena Gruppe always has an overview of what to expect for a visitor rush. It also provides information on how the booking behaviour of guests is changing in light of the current external conditions. On highly frequented days or, as is currently the case, during the sports holiday period, this data basis thus facilitates decisions about limitations and also enables the optimisation of resources.
Reto Trachsel, CEO Pricenow, also appreciates the work with the Weissen Arena Gruppe: «Reto Trachsel, CEO of Pricenow, also appreciates the work with the Weissen Arena Group: “For us, this project is another milestone and shows how the analysis of digital data can provide information for the management and the employees. In this way, we create a transparent and reliable basis for decision-making for the company. With an innovative partner like LAAX, it is easy to move into such new areas.»
Systematic data analysis gives the Weissen Arena Gruppe the opportunity to further develop cost and customer management. Structured reports create an optimal basis for decision-making in order to optimize operational processes and identify sales potential.