How Big Data is Transforming of Our family holidays

BACKGROUND
Family entertainment company Walt Disney are one of the best-known – and best-loved – companies in the world, and their theme parks and resorts bring in 126 million visitors annually. With the recent launch of the MagicBand, Disney are able to track guests’ every move around their Walt Disney World resort in Orlando, Florida – from what rides they go on to what they order for lunch.

What problem is big data helping to solve?
Data from the MagicBand can help Disney learn more about who their customers are and what they want, allowing the company to anticipate customer needs and improve the theme park experience.

How Big Data used in practice?
In early 2014, Disney launched their innovative MagicBand: a colourful wristband that helps guests personalize the entire Walt Disney resort experience. Guests can customize the bands before they leave home at My Disney Experience on Disney’s website and, when they arrive at the resort, the bands act as a room key and provide access to the park and FastPass tickets for attractions. The bands can also be linked to card payment details, allowing guests to purchase food and merchandise with a touch of the wrist. Kids get a wristband too, which allows the Disney characters around the resort to automatically greet young visitors with their name.
The wristbands are (at the time of writing) still voluntary, but they’ve proven popular so far: 10 million bands have been issued since launch. Naturally, this creates a whole lot of data that Disney can mine for insights. Data is collected on who the guests are, where they are in the resort, what rides they go on and what they purchase – potentially giving Disney unprecedented insight into audience profiles and their customers’ preferences. The data can also be used to analyse real-time traffic flow around the park, line length on popular rides, demand in the restaurants, etc.
For guests, the band means they can plan and tailor their holiday as much as possible in advance. It also adds to the magic of the experience for kids when all their favourite characters know who they are. (For those concerned that this is a bit creepy, parents have to opt in to allow characters to use personal information from the wristbands.) Cool add-on features enhance the experience even further, like the PhotoPass that links ride photos to specific guests via their wristband – so that goofy photo of you screaming on the rollercoaster can be automatically uploaded to your PhotoPass account without you having to do anything.
In addition, with free Wi-Fi across the Orlando resort, guests are encouraged to use their smartphones to make and alter ride reservations while they’re on-site, thus creating even more data for Disney to analyse.
What data was used?
The MagicBand tracks every move visitors make around the park. The band is fitted with radio frequency technology that works on both a long range (around 40 feet) and short range basis (e.g. where guests have to “touch in” with the bands, like in their guest room).
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