Amsterdam Marketing, the municipality of Amsterdam and Amsterdam Museums worked on the pilot 'Live Lines' (Dutch: Rijenradar) providing visitors with an overview of live queue times at 10 museums in Amsterdam Metropolitan Area. We caught up with Marek Kruszel from the Amsterdam Marketing team to learn more about Live Lines in the lead-up to #DTTTGlobal on 30th November and 1st December in Brussels. His colleague Nico Mulder, Marketing Strategy Manager at Amsterdam Marketing, will join us on stage to present 'Data & The Visitor Experience: Amsterdam Live Lines' sharing unique insights and the results.
Imagine yourself paying a two-day visit to Amsterdam to see the beautiful canals, have a beer at the Vondelpark, see Sun Flowers by Van Gogh and take a picture at the I Amsterdam-sign. You have 48 hours to absorb all the city has to offer. When you arrive at the Van Gogh museum to buy tickets you queue up. An hour and a half later, when you finally arrive at the ticket desk, the lady behind the window tells you the museum is at full capacity so you need to wait just a tad more. Half an hour later the door opens and you enter the museum. Two hours you have been standing in line. Two. Hours. That’s almost 5% of the whole trip actually doing nothing.
The situation described above is not uncommon. Some attractions in Amsterdam do have queues that take longer to get through than the time you probably spend inside. Besides that, Amsterdam is getting busier and busier: 17 million people a year pay a visit to the capital of The Netherlands and that number is growing quickly. Amsterdam is not a particularly huge city so the impact all those visitors make on the public space is significant.
The municipality considers it one of their great tasks to make sure Amsterdam remains a livable city for its inhabitants, despite the growing number of visitors. One of the ways it tries to do this is by spreading them, in time as well as space. Live Lines is a tool, developed by Amsterdam’s city marketing organization Amsterdam Marketing (I Amsterdam), that can contribute to this. It combines customer service with the goal of spreading tourists across Amsterdam or across the day(s). Fuelled by De Efteling’s mobile app (one of the most popular theme parks in The Netherlands), which features an overview of the queue times at their rollercoasters and other attractions, Amsterdam Marketing went to 10 museums spread across Amsterdam and even neighbouring towns to persuade them to participate in a pilot that eventually became Live Lines.
How it works
Amsterdam Marketing’s IT partner developed an application for the museums to enter the queue times every half an hour. Yes, really, for this pilot the museum employees enter the waiting times manually. These times are shown on the web page iamsterdam.com/livelines. The system records these data and calculates daily averages. These averages are also shown on the page, combined with a recommendation: ‘Go now! The queues are shorter than usual.’ or ‘This is a popular time: there’s a bit of a wait.’
The pilot has just finished, so not all results have been analyzed yet. However, first results show that people really appreciate the service: more than 80% of all respondents (Hotjar pop-up survey on the page) awards an 8 or higher on a scale from 1-10. Moreover, more than 80% of all respondents say that the overview influences their behaviour. Half of them keeps an eye on the overview and wait until the line at their museum is shorter and 20% says they will visit a museum with a shorter queue time.
Amsterdam Marketing also explores the possibilities to automatically measure and update the waiting times, so who knows in the future, when Live Lines is a permanent service, the museum employees don’t need to enter queue times themselves.
More from #DTTT
In September we present:Market Pivot with Slovenian Tourist BoardBuilding a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]
In June we present:New Normal, Same VisitorsHow can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
In June we present:Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]#domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
In June we present:Why is Design Thinking so important in identifying solutions?
We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]#solutions #recovery #remote design thinking #DMOs #strategy #tourism
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]#Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel