The leisure industry caters to millions of visitors every day, and each one of them arrives with their own set of expectations. Meeting those expectations is the key to getting people to return and, increasingly, leisure operators are turning to advanced analytics solutions for clues about how to keep their customers happy.


Tourist attractions, heritage sites and large events run more efficiently when you can predict visitor numbers accurately, and evaluate how these might be affected by weather, major sporting and public events, or other external factors. Understanding the uncertainty associated with any predictions is key since you neither want to over or under predict visitor numbers when planning. A better understanding of visitor numbers throughout the year can also be used for marketing purposes by targeting offers and promotions for the times they are needed most to boost numbers.

Surveys and observational studies also reveal vital information about likes and dislikes, the popularity of particular rides or features, and additional attractions that would increase visitor numbers, spending or the duration of visits.


Data analytics can help you learn when to run offers, which offers are most effective and what factors help you predict likely increases or decreases in demand.

Lifetime Value

Some guests will simply check in and out again. Others will splash out on fine dining, entertainments, sports activities and spa treatments. Identifying those customers with a higher overall lifetime value is critical in today’s market, and that’s where data analytics can really help.

Yield Management

Statistical modelling can ensure that each room or menu attracts the optimal price by taking into account changes in demand throughout the year as well as other factors, such as weather and local events, which can influence the number (and type) of guests checking in.



How do you decide where to locate a new gym or fitness centre? What equipment will attract the most members? And what factors will persuade people to retain their membership? These are a few of the areas where statistical analysis can make the future more certain.

Data science and statistics will help you find answers you can trust. From the big questions such as demographics and transport patterns (that help decide where to locate a new gym), to the details of how waiting times and facilities affect attendance and membership retention.


The enormous growth in mobile games relying on in-app purchases to generate revenue creates a whole new opportunity to use player behaviour to optimise sales. These apps generate rich datasets recording how and when users play as well as how they interact with others, all of which provide valuable insight to help extend existing games and to develop new ones.