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How Parks Can Leverage The JOLA Effect And Revenge Tourism

How Parks Can Leverage The JOLA Effect And Revenge Tourism

With the pandemic showing signs of retreat, the month of August witnessed an exponential interest in water parks and other leisure centers. The stress accumulated over the past few months during the second pandemic wave has forced people to seek venues to sit back, relax and enjoy with family and friends.

A global phenomenon which is being observed is ‘JOLA’ or the Joy of Looking Ahead. This phenomenon explains the reason why families and groups want to look ahead and enjoy outings even during the pandemic. This includes planning and paying for facilities in advance.

So, how did the JOLA effect come into being globally? Well, when countries such as the UK and USA unveiled the roadmap out of the second lockdown, thousands of fun-seeking people began to think about the first thing they would like to do with their sudden freedom post-lockdown. As they began to look ahead, they became optimistic about the future. The JOLA effect settled in.

Research of US & UK customers by Merlin Entertainments and Oracle’s Food and Beverage revealed the following:

  • 54% of respondents love planning their itinerary in advance to beat the queues.
  • 59% of respondents favor a “fast pass” system that provides priority access to facilities, shops and food
  • 40% of respondents are willing to pay extra to pre-book their day’s activities
  • 48% of millennials prefer providing their preferences in advance to receive exciting offers

The above stats have inspired businesses keen to capitalize on the JOLA effect. After a tumultuous year that featured zero to limited entertainment, consumers are excited and looking forward to months of fun. The JOLA effect combines well with a concept known as revenge tourism, which amplifies the desire to go on a vacation immediately after a long period of lockdown.

Revenge tourism travelers are picky and often keen on selecting the perfect spots that offer a comprehensive package to unwind. This is where entertainment parks offer immense opportunity.

With the JOLA effect strongly in place, consumers are looking to plan leisure activities by pre-ordering refreshments, meals, and checking-in online before they arrive at a water park.

They are eagerly awaiting feel-good experiences, but want to feel safe at the same time. Pre-bookings allow guests to personalize their stay while taking factors such as social distancing into consideration.

It’s important to create and advertise exciting packages that can capture the attention of water park enthusiasts. Ideally, parks should seek partnerships with local eateries and hotels to introduce packages that offer significant discounts on leisure activities, food and lodging.

Water parks that can engage customers from the booking date to the actual visit date as this will heighten anticipation which will turn out to be winners in the entertainment game.

If you are in the water park industry, then you should anticipate what customers seek from you. Use the JOLA effect to your advantage and not miss out on this changing consumer behavior trend.

Water Bomb waterpark all set to open doors in 2021

Water Bomb waterpark all set to open doors in 2021

The Water Bomb waterpark situated in Bilaspur, Chattisgarh is all set to open its door to public. Currently in its last leg of completion, the park is touted to be one of the hottest and most awaited recreational spot in the city.

The park is the brainchild of Gupta Group. SahilGupta, outlines his vision for the project – “Planning this water park project has been a fantastic journey. As a business family with experience in hospitality, we always wanted to bring a differentiated experience to Bilaspur. This water park will set high benchmarks for entertainment not only in Bilaspur, but for entire Chhattisgarh. We are excited to open this to the guests soon. Right from the fantastical entrance, you will be transported to a magical world of fun, joy and happiness”

Spread across an area of 5 acres, the waterpark has exclusive attractionsof global standards by Arihant Water Park Equipment, Mumbai who have done global projects in 60 countries. Sahil ji further adds, “Safety is of great importance in such an entertainment center. Hence, the attractions comply to European safety standards so the guests can have a high thrill yet safe experiences.The water park boasts of various high thrill slides from Arihant like Float Tornado, Multi Racer Slide, Speed Slides and the high adrenaline slide of Supercurl with the X-Scream launcher. For the lazy afternoons, it also boasts a lazy River. I think the attractions we have designed for the park will be well appreciated

Apart from the slides that appeal to adults, the park also has a space where families can enjoy together. The interactive water play structure with customized Caribbean theme promises to transport the guest to another part of the world. The play structure is designed with special tots range that can keep the young guests entertained for hours.In addition to all the above, the park also has a wavepool that promises to bring the beach to the landlocked state

Speaking of food and beverage, the park plans to offer a platter of cuisines and lip-smacking dishes for guests! Spacious restaurants, multiple kiosks and a big food menu is something that has been planned for guests. The project has opened new doors for the state tourism and is definitely going to step up the overall recreational activity in the city!

Avoid This 1  Mistake When Opening Your Water Park

Avoid This 1 Mistake When Opening Your Water Park

A waterpark is an intricately detailed project which requires a host of people to work on simultaneously in order to woo the visitors. Months of technical research and development are spent in creating a successful park that is not just good looking but also efficient enough to drive best returns for the owners.

Often project managers prefer to launch these parks in the summer season, given the perception that holidays will serve as a peak season for the park getting higher traffic. While this may seem logical, this is exactly the mistake parks make.


Water park projects are intensively dynamic and will suffer certain lags before they can be perfected for guest approval. From our years of experience, we have deduced that for whatever project you take on, no matter how intensely you work for it, and no matter how thoroughly you plan for it, there are always some teething issues left to be resolved when it opens to the public. And this can snowball into greater problems if launched during the peak season.

  • Greater Scrutiny on Errors: Given the greater influx of visitors in summer, there is greater scrutiny from them. So, if a new, untested park is launched in this season, and there is a public hiccup due to aforementioned teething issues, it can quickly lead to a negative brand image.
  • Greater Potential for Revenue Losses: If your water park suffers a negative brand image, fewer visitors will turn up, causing losses in revenue during peak season. This can be detrimental to the long-term prospects and business of the water park.

Hence, on the basis of our study and research, we often suggest our clients enact a “soft launch” of the water park project in the off season.


Soft launch strategy presents an advantage as there is limited exposure in the off season. It gives staff and managers the time to resolve the initial teething issues in the project without major damage to customer expectations, brand value, and in the concomitant revenue losses. You can use this period to even test out ancillary revenue streams from park eateries, merchandise shops, and more.

Additionally, It helps your staff gain valuable experience for the thousands of micro-scale services required in the park, before their workload gets harder in the summer. It gives the owner and managers time to correct the course of the project in macro-scale, so that they reap the big opportunity lying ahead in summer. Your staff can even enroll in a specialized training program organized by industry experts like Arihant Water Park.

By the time peak season arrives, your park will be like a well-oiled machine, solving daily discrepancies, and ensuring that visitors have the most hassle-free experiences possible. This will naturally lead to good reviews and ratings, creating great brand value and further leads.

This off-season head start accelerates the word-of-mouth marketing process, and it entices a larger number of guests to try your facility in summer. From there, you can ensure that the major influx of your target audience will be pleased with better facilities, cannier park guides, and a more conducive atmosphere for fun and frolicking.

For more information on the process of planning, opening, and introducing your new water park, you can always contact an established company in the business, like Arihant Water Slides. We are here to assist you with all your waterpark needs!

4 Ways Water Parks Can Boost Ancillary Revenue to Stay Successful

4 Ways Water Parks Can Boost Ancillary Revenue to Stay Successful

Waterparks, given their investments and fixed costs are always on the lookoutto find alternate streams of revenue to boost their profit margins.

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