How many customers will there be on December 25, 2022?
In which regions is it best to target marketing campaigns to attract as many visitors as possible?
How many employees will it be necessary to provide in addition a Saturday of good weather?
These are all questions that Apollo Plus can answer, thanks to its artificial intelligence algorithms.
Created in 2016, the French company has around fifteen clients with, among others, the Puy du Fou, Disney, the Nausicaa aquarium, the Gouffre de Padirac, the Observatory of the Montparnasse Tower, the Television Tower of Berlin or the 360 Tower in Chicago.
The result is the promise of an increase in the attendance rate, without additional investment in infrastructure.
Refine advertising campaigns
To achieve this, the maximum amount of raw data is analyzed: the reservation time, the method of payment for tickets or the place of origin of visitors. All this information is then simplified before being communicated to the sales teams. David Nouaille, Marketing and Communication Director of Puy du Fou, was able to refine his strategy: “
We have detected areas with high potential for our communication campaigns. We have therefore replaced our national advertisements with regional advertisements, in particular in Lille, Lyon and Toulouse.
"
Besides the origin of his customers, David Nouaille can finally know precisely who goes to Puy du Fou.
“The family structure of our visitors was one of our first surprises.
We were convinced that these were mainly groups of two adults and two children.
But Apollo Plus has shown that couples without children constitute the bulk of our clientele,
”says the director.
In total, adults represent 75% of patrons in the park, compared to 25% of children.
"
AI does the work for us
"
While Apollo Plus makes it possible to adapt its communication strategies, the company of seventeen employees is also helping from a logistical point of view.
For example, a tourist location can define the number of guides required depending on the peak periods.
“
We make things visible that were not visible
,” says Thomas Isnard, founder of Apollo Plus.
To read also Nicolas de Villiers, president of Puy du Fou: "The health pass cost us 500,000 euros"
According to Lætitia de Ménibus-Gravier, CEO of Gouffre de Padirac, “
this tool was a real crutch during the pandemic
”.
During this period, the place had to define one closing day per week, without knowing which one to choose.
Apollo Plus therefore studied the information from the past five years and concluded that Friday was the weakest day in terms of attendance.
“If we had had to analyze all the data by hand, it would have taken us a long time
,” says Lætitia from Ménibus-Gravier.
She adds that it is "
artificial intelligence that does the work for us, so it allows us to make informed decisions quickly
."
Read alsoGouffre de Padirac: the fight of Laetitia de Ménibus-Gravier
Thomas Isnard assures him,
"in just two weeks of operation of Apollo Plus, customers will reimburse the price of their annual license
".
However, he did not wish to communicate on the price of his solution.
The founder now plans to expand it to new tourist sites abroad, particularly in the United States.
“
This is the biggest market, very different from ours.
We have to start targeting the city we are going to prospect, it will undoubtedly be New York,
”he hopes.
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