Featured Case Studies
Carnival Corporation – Princess Cruise Lines
Integrated Insight was engaged to support the design and implementation of MedallionClass technology aboard the Princess Cruise Line fleet. Throughout the design phase, qualitative and quantitative research was conducted including website and app design and functionality, creative concept testing, and guest acceptance of new technology. Operational studies were performed to understand new labor requirements given changes in process being considered. Integrated Insight also assisted with onboard project management over a few months of implementation.
Post implementation, a comprehensive strategy for implementing demand-based labor models was established, leveraging information from the new technology. Integrated Insight took a multi-pronged approach, first starting with detailed industry case study analysis to understand how technology has disrupted shore-side industries along with the actionable takeaways for Princess. A multi-voyage study was completed to observe operations and interview guests that allowed for a quantitative and qualitative analysis focused on how MedallionClass technology has changed the guest and crew experience. Finally, Integrated Insight provided a comprehensive strategy for implementing demand-based labor models, with step-by-step processes demonstrated in multiple applications and validated with simulation.
Dollywood engaged Integrated Insight or help with both revenue growth and cost containment initiatives. Integrated Insight leveraged a market and competitive assessment and primary research among Dollywood’s target market to develop a pricing strategy that gave guests choice and helped improve sales of longer duration tickets, supported with clear communications. Promotional offer strategy was also established.
To better manage labor, analysis was conducted across multiple lines of business to determine savings opportunities without negatively impacting the guest experience or revenue. Data was collected on-site and combined with analysis of historic transactions to form the basis of demand-based labor models. These models informed optimized schedules and staffing levels which better aligned labor needs with expected visitor volume. Ultimately, this led to an improved guest experience by reducing wait times and streamlining processes.
Merlin Entertainments – London
Merlin Entertainments is a worldwide entertainment attractions operator. Integrated Insight conducted a revenue assessment to better align several Merlin properties in London – The Coca-Cola London Eye, SEA LIFE, Madame Tussauds, Shrek’s Adventure, the London Dungeon, and Big Bus London. Through more effective pricing, packaging and cross-selling, the attractions were able to achieve stronger penetration of the market and higher per capita spending.
Clearwater Marine Aquarium
Clearwater Marine Aquarium, a non-profit organization in Clearwater, Florida, dedicated to the rescue, rehabilitation and release of injured marine animals, engaged Integrated Insight for help with both pricing and operational efficiency. The pricing assessment included tickets and event products, food and beverage, and merchandise. Recommendations included stronger packaging of disparate activities, reduced discounting during peak periods and higher pricing on premium experiences.
To improve the guest experience, Integrated Insight conducted site visits to capture data on utilization, guest distribution, guest flow, and wait times at attractions, F&B, retail, and other guest areas such as ticketing and parking. Through this analysis and operational data provided by the aquarium, potential avenues for improving guest flow, increasing capacity, and enabling stronger capture of discretionary spending were identified.
Vidanta operates luxury hotels, golf courses, parks and entertainment at some of the most coveted beach locations in Mexico. An ownership/membership product operates on a usage fee per visit versus the traditional timeshare purchase model. To better service owners and convert more frequent visitors to members, Vidanta engaged Integrated Insight to develop a loyalty program that creates a tiered structure to provide the highest level of benefit to the most loyal members and high perceived value to guests while minimizing revenue dilution on a per stay basis.
ICON Park in Orlando, Florida engaged Integrated Insight to conduct a strategic revenue assessment to inform short term revenue and profit opportunities, and in conjunction with design firm IDEAS, to conduct a feasibility assessment for future expansion plans. Recommendations included an overall pricing strategy, marketing of pricing, and distribution/channel recommendations. Day to day consultation was provided to establish measurement and reporting tools to track the impact of marketing and pricing changes.
Shakespeare’s Birthplace Trust
The Shakespeare’s Birthplace Trust is the independent charity that cares for the world’s greatest Shakespeare heritage sites in Stratford-upon-Avon, Warwickshire, England. The trust maintains five homes and sites – Shakespeare’s Birthplace, Mary Arden’s Farm, Anne Hathaway’s Cottage, Shakespeare’s New Place, and Hall’s Croft – promoting the works, life and times of William Shakespeare. Integrated Insight was engaged to develop a new pricing and distribution strategy that would better leverage the available assets, and provide strong, inherent marketing messages to encourage guests to partake of as much of the heritage site as they can.
Los Angeles Zoo
The Greater Los Angeles Zoo Association engaged Integrated Insight to conduct brand awareness research and a strategic revenue assessment to better position the zoo for future growth. Research identified the need for more instructional marketing to provide an understanding of where the zoo is located and the time it takes to get there. Examination of pricing and messaging showed the opportunity for revenue improvement by better integrating membership and daily admission sales, and streamlining promotions.
Great Wolf Resorts
With locations throughout the U.S., Great Wolf Resorts caters to families interested in an indoor waterpark, overnight getaway. Integrated Insight was contracted to conduct strategic revenue assessments at ten properties. The revenue assessments included a comprehensive and holistic review of marketing, sales, pricing, product offering and packaging. Recommendations called for unbundling the resort stay from the water park experience to allow guest choice. Real time tests were also conducted to improve upon an already sophisticated revenue management strategy, and develop a more stratified approach to pricing offers. This helped frame upside opportunity during periods of high demand.
Topgolf engaged Integrated Insight to identify revenue opportunity within existing venues by optimizing price and product offerings. The scope of work included bay pricing, food and beverage pricing, special events, and market and competitive analysis to better understand untapped demand. Discrete choice pricing research was conducted with consumers from major markets across the United States. Research informed a customized pricing model that estimated price elasticity and measured the revenue, sales volume and net contribution impacts of changes to pricing and products.
British Columbia Automobile Association
Integrated Insight conducted capacity planning and operational flow assessments for the British Columbia Automobile Association Service Center and Contact Center. The Association had recently undergone a renovation of its service center near Vancouver, and was interested in understanding how to improve customer and employee flow. Recommendations led to staffing suggestions to reduce wait time and a realignment of space to keep waiting areas separate from work areas, manage perceived wait time, enhance privacy and reduce sound levels. For the BCAA Contact Center, the objective was to identify several initiatives to improve first call resolution, reduce unnecessary calls and improve sales conversion.