A tough financial year has forced Middle East waterparks to re-evaluate sales strategies, target new markets and boost guest experience through value-add initiatives. Three industry experts reveal how they plan to make a splash in 2010
LM: What are the most popular attractions at your waterpark?
Scott Deisley: The mix of the high-adrenalin rides from the Ziggaurat; Stinger (a master blaster uphill water coaster), Leap of Faith (27.5m free-fall), and Shark Attack (takes riders through an acrylic tunnel through a shark infested lagoon) are some of the most popular rides. The Rapids River — a multi-level river with seven rapids channels is a favourite as is our beach experience, which is complimentary for all Aquaventure guests.
Damien Latham: The highlight of the park is a spectacular flowrider surfing machine, a wave producing sensation that can create a three-metre high static, curling breaker. This water sports pool enables perfect on-shore hang ten experience and skilled users can showcase their surfing talents, wowing the spectators and diners on the surrounding terraces.
LM: Have you noticed any trends in what the consumer is looking for when they visit a waterpark?
Paul Blunt: Consumers are looking for more thrills and a bigger, better experience; differentiation from the normal waterpark experience; value for money and relaxation and escapism.
SD: The trend we are noticing is for an all encompassing experience. Guests want to be able to enjoy the beach, the pool and the rides throughout the day all in one place. There is also a tendency to seek out the newest and most exciting rides.
DL: There are all kinds of consumers so in basic terms there should be something for everyone; from toddlers to teens. The family aspect is the most important criteria for all our guests. Whether guests want to simply stand on the side and watch or whether they want jaw-dropping aqua action, we should have the latest and the best for everyone.
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LM: What are the main challenges involved in operating a waterpark in the Middle East?
PB: Educating audiences on how they can enjoy and benefit from visiting a waterpark; this is a new offering for Arab culture and it takes time to understand. We hope to attract more and more GCC and KSA tourists to our waterpark and this will be done by creating awareness.
DL: Ensuring waterparks are accessible to all cultures is vital — we must listen to the market and react positively.
LM: Have you noticed fluctuation in demand from different markets in terms of region and demographics?
PB: It’s becoming more normal in Arab culture to use a waterpark as a leisure destination as familiarity with the concept increases. Lost Paradise of Dilmun (LPOD) is two years old and everyday new Bahrain residents visit the park. Also, more visitors from Saudi Arabia are visiting Bahrain.
Intraregional travel has increased and so there are more GCC guests visiting who are making full use of LPOD’s unique offering.
LM: Which markets are you targeting for 2010?
DL: Apart from Bahrain residents, we will target families from the rest of the GCC, particularly from Saudi Arabia, Kuwait and Qatar.
PB: Saudi Arabia and the GCC are aware of LPOD and tourism into Bahrain is also increasing.
LM: Have you had to operate with fewer staff members as a result of cost cutting initiatives in the midst of the global economic downturn?
PB: We work with a number of local partners which operate at different timings and seasons to accommodate for staff vacations and we have a sophisticated shift system in place which enables us to always operate fully.
SD: We have standards that dictate how we staff. We have become more efficient and that has allowed us to be more productive, but we are not going to compromise guest safety or satisfaction.
DL: We haven’t really cut down on staff numbers, but like all businesses we review our manpower needs constantly.
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