ATS Heritage was joined by acclaimed professionals in the UK museum industry to share their insight and knowledge in the emerging trends of the off-site guest experience.

Through forced closures imposed by the UK government and significantly reduced visitor numbers in place, the implications of the COVID 19 pandemic has posed a turbulent year for the museum and attractions sector.

To adhere to the ‘new normal’, many visitor experiences have adapted their offerings, with cutting-edge technologies playing a major role in shaping the new experience landscape. A recent poll revealed 60 per cent of museum and heritage professionals were preparing to invest in an offsite digital experience platform to maintain guest engagement.

From 360-degree virtual tours, timed-ticketing systems and everything in between – Spencer Clark, Director of ATS Heritage was joined by Dave Patten, Head of New Media at the Science Museum and Alec Ward, Museum Development Officer at Museum of London to discuss ‘Using Technology to Aid Visitor Experience in the age of Covid’ in their most recent expertise webinar.

To commence the session, Alec revealed how he has experienced a significant rise in London museums seeking support in enhancing their online presence through the lockdown and the continued impacts amid COVID 19.

A rise of pre-visit guest experience

Alec, who has held the role at Museum of London since 2015, shared how through the uncertainty of 2020, many guests’ experience starts before they even arrive at the attraction, as they seek opening hours and the facilities available online before they visit.

He explains museums should: “Know where your audience is getting their information from.”

Adding: In all likelihood it’s going to be your website or social media. But there’s also a good chance you’ve got a TripAdvisor page or a Google business page.”

He further advises that to simply enhance guest experience, all information visitor information should be fully up to date across all website and social media platforms.

The rise of QR codes are also discussed in the webinar

Advantages of the ‘new normal’

While the new landscape isn’t ideal for any visitor experience, Dave Patten reveals there is a silver-lining and he expects to see great benefits, particularly from the introduction of timed ticketing systems.

Dave shared: “We’re now collecting much more information on our visitors and we email everyone who has a booked slot before they come and to give them up to date information. We also follow up after their visit and are building up an onward contact”.

Tackling touchscreens

Touchscreens are staple experiences within museums, and one which has become particularly challenging through the safety issues surrounding COVID 19.

Through the webinar, Dave shares guests’ new relationship with touchscreens when the Science Museum reopened in July. He explains: "We did consider not running the touchscreens but from conversations with other museums, we found that visitors continued to touch them when they were switched off in the expectation that they would magically come to life”.

‘Theatre of cleaning’

Spencer, Alec and Dave also explored the new era of the ‘theatre of cleaning’. The visitor experience gurus explained how pre-COVID, usual cleaning operations were kept out of sight from guests. However, amid the pandemic, visitors are being instilled with confidence seeing the museums’ staff disinfecting exhibits and wiping down collections throughout their experience.

The engaging 30-minute webinar is jam-packed with knowledge from the very talented trio of museum and heritage professionals, as we look at the present and the future of guest experiences’ offerings. Make yourself a brew, pick up a notepad and enjoy here!