Reinventing theme parks' queue experience: The end of the long wait

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  Quantumrun Foresight
• June 21, 2024

Insight summary

Queue experiences in theme parks are shifting towards improving visitor satisfaction and operational efficiency through technology. By integrating services that allow guests to manage their visits and avoid long lines via mobile apps, theme parks are addressing the longstanding issue of wait times. This shift towards digital solutions is shaping a future where theme park visits are more personalized and efficient, but it also raises concerns about accessibility and the potential impact on spontaneous enjoyment.

Reinventing theme parks' queue experience context

The concept of reinventing the queue experience in theme parks has emerged as a significant shift toward enhancing guest satisfaction and operational efficiency. Disney's introduction of the Disney Genie service, integrated within the My Disney Experience app, offers guests a more personalized and efficient visit. This complimentary service features two main components: the My Day feature, which consolidates booked plans and provides customized recommendations, and the Tip Board, offering real-time updates on wait times, food ordering, dining reservations, and access to virtual queues. These innovations reflect a broader industry trend toward minimizing the traditional pain points associated with theme park visits.

The drive to eliminate guests' primary frustration of waiting in lines has gained momentum, supported by startup Attractions.io data indicating that 84% of guests favor virtual queues. Virtual queuing also increases ride throughput and guest satisfaction by allowing guests to enjoy the park instead of standing in long lines. This approach not only improves the guest experience but lowers crowd density and increases secondary spending by freeing guests to explore other park offerings.

The evolution of queue management systems from Disney's FastPass to Disney Genie services illustrates the industry's ongoing efforts to address guest experience and operational challenges. Initially designed to reduce physical waiting times, the system has evolved to include advanced planning tools and monetization strategies, such as the Disney Genie+ and Individual Lightning Lane selections. However, the complexity of these systems and their impact on the spontaneity of park visits have sparked debate among guests, underscoring the importance of designing technology solutions that enhance, rather than complicate, the theme park experience.

Disruptive impact

The increased convenience and efficiency in planning visits can lead to more fulfilling and personalized experiences, potentially making leisure time more enjoyable. However, the dependency on digital tools may alienate those who are less tech-savvy or lack access to the necessary devices, leading to a gap in the ability to enjoy these advancements fully. Additionally, the shift towards digital planning and virtual queues might result in a less spontaneous experience, as visitors adhere strictly to schedules and potentially miss out on happy discoveries.

For theme parks, collecting and analyzing data on guest preferences and behavior can inform strategic decisions, improve operational efficiencies, and drive revenue through targeted offerings and dynamic pricing. However, the significant investment in developing, implementing, and maintaining these digital systems can strain resources, especially for smaller operators. Moreover, companies face the challenge of ensuring their digital platforms are accessible and user-friendly for a diverse guest population.

Governments may see this trend affecting tourism, data protection, and digital equity policies. The enhancement of theme park experiences through technology can bolster tourism, attracting international visitors and boosting local economies. However, the increased collection of personal data by theme park apps requires stricter data protection regulations to safeguard privacy. Additionally, as theme parks become more reliant on digital technologies, there may be a need for policies that promote digital inclusion, ensuring that all visitors, regardless of their digital access or literacy, have equitable opportunities to enjoy entertainment venues.

Implications of reinventing theme parks' queue experience

Wider implications of reinventing theme parks' queue experience may include: 

• Theme parks adopting more sustainable practices in operations and crowd management, leading to reduced environmental impact.


• Increased investment in digital infrastructure within theme parks, fostering technological advancements in the wider entertainment industry.


• New educational programs aimed at building digital literacy skills among theme park staff, enhancing employee competencies.


• Local communities experiencing economic growth due to the rising popularity of technologically enhanced theme parks, boosting job creation and infrastructure development.


• New startups offering specialized services to theme parks, such as app development and data analysis.


• Theme parks becoming models for smart crowd management techniques, influencing public event planning and urban design.


• New standards for digital experiences in public entertainment, leading to improved safety and quality across the industry.

Questions to consider

• How could the integration of technology in theme parks reshape your leisure activities?


• How might digital advancements in theme parks influence your expectations for other entertainment experiences?