For more than three decades, Jon Horsfield, CRO at Cinchio Solutions, has championed the power of exceptional guest experience across the UK’s cultural and hospitality sectors. In this article, he reflects on what’s changed, what still matters, and why integrated technology now underpins truly memorable days out.
I have spent more than 30 years in hospitality and cultural attractions, and I still love this industry as much as the first day I stepped into it. It might be because I grew up visiting Britain’s museums, zoos and historic sites as a child (I was lucky that Stratford-Upon-Avon and Warwick Castle were places I went to every summer) and continued when I had my own family. It might also be because I have always been a people person. If you know me, you know I can talk quickly, wave my hands around a lot, and will chat about Aston Villa’s current formation and chances of winning something until someone asks me to stop!
Through all those years, one lesson has never changed. Guest experience is everything! It decides whether visitors return, whether they donate, whether they recommend you to friends and family, and now, whether they post about the day online before they have even left the car park.
When I started out, a great guest experience came down to the team on the floor. Their warmth. Their problem solving. Their ability to stay calm when a queue built up or a family arrived already stressed from the journey. That has not changed at all. What has changed though is the pressure those teams are under. Expectations are HIGHER I recently attended a conference where one of the themes was Visitors want convenience, speed, and personalisation and more than anything else, delight. A “good” day out now needs to be a “wonderful” day out – and nowadays a big part of that is that they’ll expect the same simple digital journey they get everywhere else, no matter the size of your venue.
This is why the tools we give our teams matter so much. The right ones remove friction. The wrong ones slow everyone down.
Working with cultural venues across the UK has shown me how powerful it can be when core systems actually work together. When mobile ordering takes pressure off your busiest food outlets. When kiosks help shorten queues so families spend more time exploring. When a POS system easily handles both retail, and food and drink, without creating two separate worlds. When data gives you a clear view of your busiest hours, your most popular items, and the moments that strain your operations.
Some work we have recently undertaken with a high-profile zoo is a brilliant example of this. By strengthening their digital ordering journey, including kitchen management systems, they not only reduced queues but also freed teams to focus on hospitality rather than firefighting. Their results spoke for themselves. What impressed me most was the coordination between every team pulling in the same direction. Technology at that moment becomes a point of relief for operators instead of a pain point.
That shared foundation of integrated technology is becoming more important every year. Deloitte found that 60% of guests are willing to pay more for a better experience. I see that stat play out in attractions every week. Visitors do not simply want efficiency. They want their day to feel smooth, considered, and enjoyable. Technology does not replace the magic of cultural venues. Good technology doesn’t feel like an interruption, more a continuation of an experience.
While more and more cultural institutions are implementing different technology touchpoints along the guest journey, there is the part many organisations still underestimate. Listening. Not in the old sense of collecting comment cards or waiting for complaints. I mean listening to the full voice of your guests. Their reviews, social posts, survey feedback, quiet praise and not so quiet frustration.
This is where Voice of Customer completes the picture. Once your operation is running on strong digital foundations you can finally learn from what guests are telling you. And they are telling you a lot – 90% of people read online reviews before choosing where to visit and most trust those reviews as much as personal recommendations. I know when my family and I choose an activity together, we will always check the reviews to weigh where we should go.
Over the past year I have seen cultural venues make huge improvements simply by connecting operational tools with guest insight. One attraction discovered that a long-standing queue issue was caused by a small layout flaw at their restaurant. Another spotted that guests loved a certain retail experience but were confused by the payment flow. Once they had clarity they could act quickly. Team morale improved because decisions felt grounded in real visitor voices rather than guesswork. When we can pair digital review technology with operational technology that’s the magic sauce. That’s like a beautiful pass from Rogers to Buendia just outside the box and into the back of the net. Liquid Football. Smooth. Efficient.
So here are my takeaways after 30 years. Give your teams tools that reduce friction. Connect your systems so you can make smart decisions. Listen to your guests with intention. And keep celebrating the brilliant work you do every day to create joyful experiences across the UK.
If you ever want to talk about insights, operations or how to bring your guest experience strategy together, I am always happy to chat.
About Cinchio Solutions
Cinchio helps visitor attractions boost revenue by connecting guest-facing technology with operational tools. Our platform powers mobile ordering, kiosks, POS, inventory and kitchen management, with unified reporting to streamline complex food, retail, and experiential operations.
Whether your operation is a single site, or you need to manage inventory across locations, Cinchio helps you deliver fast, consistent service. With flexible integrations and real-time insights, we make it easier to serve guests, simplify back-of-house tasks, and unlock more value from every visit.
Find out more at cinchio.com
