Platform helps CVBs & DMOs market their cities & attractions to the world
Las Vegas, 25 September 2018: The Leisure Pass Group, the world’s largest tourism attraction pass provider, announced on Tuesday, September 25 that its best-in-class pass management package is now available to destination partners in North America for the first time.
Speaking at Arival: The In-Destination Event in Las Vegas, Nevada, Leisure Pass Group CEO Ted Stimpson said the custom-built Leisure Pass Operating System (LPOS) would help US CVBs and destination marketing organizations to market their cities and attractions to the world, by making it easier than ever before to launch and manage their own attraction passes.
Designed as a one-stop attraction pass solution, the package provides a complete operating technology platform in LPOS, as well as a state-of-the-art pass website and access to an established global network of online resellers. The Leisure Pass Group adds world-class digital marketing support and investment, with a proven track record in driving sales and profit growth in a wide range of cities.
Originally developed to manage the Leisure Pass Group’s own London Pass, the LPOS package has been instrumental in the successful launch and operation of a number of third-party multi-attraction passes in Europe over the past decade. Examples in major international destinations include the Vienna PASS and Stockholm Pass, while the Gothenburg City Card demonstrates the platform’s versatility for smaller cities too.
“LPOS was designed by experts, drawing on decades of experience in managing passes in both leading and up-and-coming destinations,” explained Stimpson.
“It’s perfect for CVBs looking for ways to market all of their partner attractions at once, and to drive incremental business. If the city receives in excess of 500,000 visitors annually, and can bring together 10 or more visitor attractions, tours and experiences, we can help create a dynamic pass product which is easy to operate on the ground and represents a compelling new way of reaching a global travel audience.”
Fully automated, the LPOS technology currently processes more than three million passes and 15 million attraction visits each year, and manages the entire lifecycle of each pass from purchase onwards. Easy-to-use pass scanners ensure quick, cashless visitor entry at featured attractions, increasing efficiency and staff time management, as well as streamlining the customer experience. The system also brings a mobile ticketing solution to smaller local attractions, connecting them with the Leisure Pass Group’s global online travel distribution network.
Stimpson noted that the global attraction pass sector is growing fast as consumers look for flexibility, choice, time-saving conveniences and cost savings. The Leisure Pass Group calculates that globally, attraction pass sales have increased by around 25 per cent on average each year since 2010.
“Attraction passes have been shown to drive sales and visits in cities around the world, and we are bringing a proven, state-of-the-art model to North America to help CVBs, DMOs and their visitor attractions to capitalize on this trend,” he said.
Formed by the merger of three leading sightseeing pass specialists – Go City Card parent Smart Destinations, the UK-based Leisure Pass Group and The New York Pass – the combined Leisure Pass Group became the world’s largest tourism attraction pass provider in March 2017 and now operates passes in 36 cities in 17 countries across five continents.