Zip line target customer identification guide‍

Samuel Miano
February 01, 2022

How to identify your target customer?

Zip Line target customer profile

When building a Zip Line project, we recommend that you analyze your target customers based on various factors (e.g. age and nationality) that will allow you to create the perfect profile of your target customer.

In this post, we will give you some data and practical advice on the type of customer and the customer-related information that can influence the type, such as the accessibility of the facility and the price of the Zip Line.

Who is the typical Zip Line customer?

Who will be your clientele? They'll be zipliners!

Your typical customer is an adventurous person, who loves adventure and is looking for innovative attractions to have fun.

He is therefore a perfect Zipliner.

Your future zipliners, however, will not come alone but mostly in pairs or with their families.

Actually, the Zip Line is not an attraction that is normally done alone, since it is an experience that you generally want to share with someone, and often going with someone you know increases not only complicity during the flight, but also self-confidence in facing a new experience.

In addition to this type of clientele, we noted the presence of many groups of:

  • kids;
  • adults;
  • children of scholastic age or students;
  • work teams (for team building activities).

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Another type is characterized by people who want to celebrate a particular occasion, namely birthdays and bachelor or bachelorette parties.

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For example, let us show you the type of customers who did in 2019 the Adrenaline X-Treme Adventures Zip Line located in San Vigilio di Marebbe. Through a questionnaire, we asked our customers who they were going to do the experience with.

Let's take a look at the data we obtained:

Adrenaline-Dolomites-Zip-Line-Customers-type

As you can see in the chart, the majority of customers were couples, friends and families.

In conclusion, the clientele is varied because the Zip Line is not an extreme attraction and it is not the kind of experience that scares you. Furthermore, the customer tries the experience of flying but he does it through a harness hooked to the pulley, so he feels safer in doing this type of attraction.

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What is the target clientele of a Zip Line?

Who will be your clientele? They'll be zipliners!

The target clientele of the Zip Line is not characterized by particular age groups, on the contrary, it is varied and starts from 10 years old and up, without age limits.

The age of the target group is irrelevant for this kind of attraction because you don't need to have any particular requirements to do it.

Let's take our Zip Line in San Vigilio di Marebbe as an example in the chart below:

Adrenaline-Dolomites-Zipline-Customers-age

As you can see, in 2019 we had a diverse clientele of all ages although it was mostly in the 20- to 61-year-old range.

Is the Zipline suitable for everyone?

Zipline: access limitations and restrictions

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The Zip Line is suitable for almost everyone and the only limitations are to the weight and the type of harness used: the first is due to issues of gravity because there is a minimum weight to respect to arrive at the arrival station without any problem, even if new technologies can solve the problem easily if the line is very steep; the second is because the harnesses have specific sizes and if, for example, a child is too small in height and weight, the harness will not fit perfectly and will not respect the safety parameters.

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You need to know that the Zip Line is a barrier-free experience in most cases; in fact, it is also suitable for people with disabilities. Keep in mind, however, that in order to make the installation suitable, it is important to design special facilities that have easy accessibility.

Like the other attractions, there are however access restrictions. Because it is, unfortunately, necessary to set limitations both for caution and for legal liability issues.

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These restrictions are for customers who have particular conditions and/or clinical diseases such as heart disease, women at an advanced stage of pregnancy or people with an altered state of consciousness.

Concerning:

  • dizziness;
  • fear of the void;
  • fear of heights.

They are often not real limiting reasons to do the Zip Line; in fact, they are usually perceived mostly when one is stationary and has a reference point such as the arrival and departure platforms, but not while flying. We noticed that many people suffered from vertigo only on the platform but not on the cable and others instead were able to overcome the fear of the void and the heights.

Hey! Don't worry, you don't have to be afraid of customers leaving the attraction because we assure you that the Zip Line business attrition rate is quite low in these circumstances!

How many times will a target customer do your Zipline?

Zipline as a niche attraction

Doing a Zip Line is certainly not an everyday thing, it is usually not an experience that is repeated that often by each of us, but I can tell you that the number of times a Zip Line can be done by the customer varies depending on the type of installation built.

Usually, people only do a Zip Line in a particular location once or at most twice and then prefer to try those located elsewhere.

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But everything depends on the length and quantity of the lines; the more the line is shorter, the more the customer will be encouraged to do it again to fully enjoy the experience. Also, if the Zip line is in a tourist location and the customer is a regular visitor then they will be able to do it several times over the years.

Of course, there are exceptions to the rule, as we are both builders and managers we also experienced groups of people who came to do it every year when they were on vacation.

People rarely do the zipline again and the reason is that it can be considered a kind of niche attraction because it is rare to find and still not well known; so many people have never done it and don't even know what it is but as soon as they discover it they want to try it and are fascinated.

If the Zip Line is located in a tourist resort most of the clientele will be passing through, since we know that local people or people who work in the area are not inclined to do it or prefer to try it once and for all.

That's why we advise you to choose a place where there is a high frequency of people, in this way the continuous turnover will increase the passages of the facility.

The Zip Line experience affects the target customer

The correlation between the experience and the accessibility

Another detail to keep in mind for your future Zip Line is the accessibility to the departure and arrival structures according to the type of experience you offer to the target customer.

Among manufacturers, there is often the dilemma of how to facilitate the customer in reaching the departure station, if the facility is located outside of theme parks.

In most installations, we suggest arranging an easy access mode to the departure station, but sometimes it is not possible for logistic reasons or distance from the check-in office, therefore, the customers have to reach the departure station by walking or by using shuttles or special vehicles (for example jeeps or ropeways).

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The decision to make customers walk to the starting station must be considered in advance because it is necessary to put yourself in their shoes and ask whether they will be inclined to walk a certain distance, even if it is short, or not.

We are saying this because in our experience we have noticed differences due to different cultures and nationalities during the construction of ziplines, for example, customers from Northern Europe are more inclined to walk long distances to start the attraction, unlike customers from the Middle East. Sometimes it also depends on people's mentality.

Some people prefer comfort, while others prefer to combine adventure and physical activity and therefore consider it an extra experience (e.g. exploring the jungle and having an instructor as a guide in between Zip Lines is an added value to the whole experience).

For example, in some Zip Line facilities, the customer has to walk in the woods even for 15 minutes to reach the various lines of the route and these short distances can become a pleasant combination for the customer, who finds himself appreciating more the Zip Line experience, due to the combination of an adrenaline-filled activity with a sports activity in the middle of nature, instead of having to take a shuttle during the whole journey.
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This choice also depends on the logistics adopted and the targets, a Zip Line located in a city will certainly have to meet a preset amount of customers per hour or day and for this, it will be necessary to use some means of transportation in order not to lose too much time in the round trip.

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Keep in mind that a key factor for profitability is the number of people who can get to the starting point as quickly as possible.

So, each choice has its advantages and disadvantages and it all depends both on the goals previously mentioned but also on what you want to offer to your customers: whether just the zipline or a unique and unforgettable experience to give your customers.

What is the value of a Zip Line ticket?

Zipline price

But how much will your clientele be willing to spend on a Zip Line ticket? More than you think.

And I'll give you three reasons to believe me:

1) Because the zipline is an experience you usually do once in your life (at a specific location) people are more willing to spend;

2) Because customers are willing to travel for miles to reach the Zipline, often starting from different areas or even from neighbouring states, just because it is not massively present as an attraction;

3) Because it is a booming attraction and with no competitors, the customer has difficulty in having a reference for a standard price and is unable to compare the cost of the Zip Line ticket with other activities because there isn't an equivalent.

But what is it that is decisive in choosing the right price?

4 reasons are decisive: location, clientele, experience and type of attraction

First of all, the location of your Zip Line: the price of the ticket must also be related to the place where the facility is located and consequently also to the type of clientele that will go there.

Another reason is that you can't evaluate the price by length but by the experience that is offered; flying over a lake will have a different valuation and impact than hiking and flying through the jungle.

For example, if you use a special means of transportation such as a quad bike, or if you have to walk through the jungle to get to the departure station, this will also be an added value to the total experience.

Finally, it also depends on the type of attraction; if the Zip Line is in a multi-attraction context, such as a theme park, then it will be part of a "package" of activities that will add value to the total cost.

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You must know that according to the type of experience offered there may be a reduced amount of the preset rides, because the more the experience is rich, the longer the Zip Line will last.

To sum it up, you must refer to the following key features when defining the cost of your Zip Line:

Concerning:

  • the location;
  • the type of clientele;
  • the experience offered;
  • the operation of the system concerning the chosen transport.

Why did we explain to you how to value your Zip line?

Because, as you can see, the customer that is interested in doing the Zip line is also willing to spend, but often the future managers do not perceive this because they are afraid to set a price too high.

But you will not make this mistake thanks to our advice!✌

Drop me a line below the post if you succeeded in creating your target customer or if you have any doubts about it!