Global Village - Innovation in Entertainment Apps
Company: Global Village
Entry Submitted By: MSL
Company Description: Global Village is the first family destination for multicultural entertainment, dining, shopping and attractions in the Middle East and amongst the most visited worldwide. This unique and integrated open-air destination offers guests the largest and most varied range of events, shows and activities in the region. Global Village takes guests on a journey rich in culture, cuisine and entertainment.
Nomination Category: App Categories
Nomination Sub Category: Award for Innovation in Entertainment Apps
Nomination Title: Award for Innovation in Entertainment Apps - Global Village
Provide the date on which this nominated app was first publicly distributed: 2018/2020
Now more than ever, innovation and entertainment are interlinked. Enjoyment is becoming a culmination of traditional elements and technological components, broadening horizons and introducing the masses to new and improved experiences. As the leading multicultural family destination in the Middle East for culture, shopping, and entertainment, Global Village has always kept pace with emerging trends and evolving preferences, which was instrumental in introducing the Global Village mobile app this past October.
At a time when the need to harness digital capabilities had never been more critical, Global Village's exclusive customer-centric platform went live as the park began its historic Silver Jubilee Season. From day one, guests have been benefitting from world-class experiences and interactions through the app, which has succeeded in catering to the needs and demands of both the many and the few.
Because more than seven million people pass through Global Village's gates during its annual six-month run, together with new normal conditions due to the ongoing pandemic, a digitally-inclusive platform was essential. Proven to provide ease, speed, convenience, simplicity, and peace of mind, the mobile app has set the barriers for others to emulate in the travel, tourism, and hospitality sector regionally and internationally.
There are several reasons behind its far-reaching impact, including partnerships driven by mutual aspirations to innovate and provide end-users with services and solutions aligned with the highest possible standards. Examples include Salesforce, Eloqua, and VGS, a leading ticketing and software company.
And then there’s MobiiWorld, with who Global Village collaborated to create a GPS-backed venue navigation system like no other. During every development phase, the two worked together, bringing the project from a concept to real-life use case. In October 2020, Global Village and MobiiWorld integrated the system with the app ahead of the park’s seasonal launch, which has since been a key factor behind the destination’s new digital experience.
This is particularly relevant because, for years, the park’s vast open space of 1.6 million square meters meant guests sometimes found it difficult moving between places inside the destination. New business partners have regularly based their operations at the park, meaning more shops have emerged across the site. At the same time, outlets have moved locations, as have various attractions. Removing all doubt and difficulty, people can now find every place they wish to find and visit through the navigation system, with technology and innovation coming together to provide assurances and accuracy.
Cashless solutions are another component key to entertainment in today’s new reality and the app - downloadable on the App Store and Google – delivers these seamlessly. Entry tickets, parking permits, and entertainment passes can be purchased in second using Apple Pay. Moreover, Global Village news, information, and announcements are also received instantly through the app, further demonstrating its customer-centricity prowess.
The number of guests that visit Global Village means VIP Parking is always high in demand – and this too has been overhauled through the mobile app. From October 2020 to January 2021, customer feedback and overall feedback dropped by 55% and 44%, respectively. The app also gained 33,000 users during this time, driving a 100% growth in ticket sales online and a 163% increase in app downloads on Google Play – 5,672 to 14,926. It’s also noteworthy that guests can effortlessly manage their VIP packs. With regards to parking, Automatic Number Plate Recognition (ANPR) technology enables contactless entry and vehicle details can always be changed.
The Global Village mobile app has already established itself as an invaluable entertainment element at the destination, facilitating exciting and memorable experiences through the benefits and value delivered in every instance. A new chapter of digital innovation has begun, and every guest is enjoying the adventure.