Situation
Tivoli Friheden is heading towards major strategic development over the next ten years, where a data-based approach will be crucial for setting direction and making the right decisions. To future-proof the park in a market characterised by strong competition from other amusement parks and entertainment offerings, it is necessary to understand what motivates current guests to choose Tivoli Friheden, and what leads potential guests to choose competitors instead.
Complication
To attract more guests and strengthen its market position, Tivoli Friheden needs to gain a deeper understanding of the needs and preferences of different target groups. The park must both identify its unique strengths and the reasons why some potential visitors choose other attractions. The strategic challenge is to translate this knowledge into experiences that differentiate Tivoli Friheden and engage both current and new guests.
Recommendation
By combining guest surveys, market analyses and focus groups, Tivoli Friheden has gained a better understanding of both the factors that attract guests and the barriers that prevent them from visiting. The analysis also clarifies what creates the most positive experiences among current guests, as well as which conditions strengthen or weaken Tivoli Friheden’s competitive position both locally and in the wider market. This knowledge provides a central foundation for the park’s future strategy and makes it possible to engage carefully selected target groups through tailored and competitive experience offerings.
