LEGOLAND Malaysia Resort’s divisional director, C.S. Lim, discusses exclusively with TTG the strategies and protocols the entertainment destination has adopted to see it through the ongoing global pandemic.
TTG: During this unprecedented global situation, what have you been focusing on?
While we remained closed to comply with the government mandate and to slow down the spread of COVID-19 during the Movement Control Oder (MCO), we focused on two main things.
We actively engaged our fans online, by bringing various activities that help foster creativity through play while families are homebound – part of the broader initiative by the resort’s parent group, Merlin Entertainment, to bring a touch of Merlin Magic across the world.
Some of the activities included the 30-Day LEGO Challenge, whereby we invited families to put their creativity to test by creating LEGO Builds based on daily themes and their wildest imaginations and sharing them on social media. The response towards the challenge was overwhelming and we garnered over 12,000 entries across 30 days.
Further to this, our LEGOLAND Online Retail Store enabled families and LEGO fans to purchase theme park-exclusive and hard-to-find sets from the comfort and safety of their home.
We also focused on strategising and implementing safety and health protocols in preparation for our reopening. Our team has also undergone vigorous training so that they were familiarised and fully able to comply with all the new measures and protocols put in place.
Now that we have fully reopened our resort, our focus is on rejuvenating the domestic tourism industry by offering promotions and flexible deals that offer convenience to our guests. We have in store a variety of attractive and offers where families can book ahead and plan for their next holidays. Some of the promotions come with an extended validity period that is relatively longer than the usual packages.
TTG: What are you looking forward to the most over the next few months?
The response we’ve been receiving, including the pre-opening offers, has been positive and we look forward to sustaining this momentum with the reopening.
When we announced our reopening, we also launched a variety of attractive and flexible offers where families can book ahead and plan for their next holidays. The promotions come with an extended validity period that is relatively longer than the usual packages. Some of the offers include a three-month extension for all Annual Pass, valid for passes that have expired or are expiring between February and December 2020; Limited Time Annual Pass Renewal whereby the Annual Pass renewed from now onwards will be valid until December 2021; and Limited Time Free Hotel Stay, whereby guests can book one night and get the second night for free.
We are expecting a smaller crowd than the daily amount we used received, owing to the capacity limitation of our attractions to allow for social distancing and the best possible guest experience.
While observing the limitation, we will continue our promotional plans and flexible packages to encourage people to visit at their convenience
TTG: What will the first steps to recovery be for Malaysia’s tourism industry following the pandemic?
Consumer behaviour is expected to change, having experienced a new way of living during the MCO, especially in their decision-making, preference and spending. These trends are observed in China whilst they were in the process of recovery, inclusive of preference towards places that have the virus well under control; and choosing flexible pre-paid models, where customers take advantage of cheap deals available now that have an extended validity.
The first step that industry players need to take to rebuild our industry is to alleviate these concerns by giving visitors the reassurance that they can visit safely with strict health and safety measures in place, as well as offering flexible promotions that give great value and can be redeemed over a longer period.