Case Study: British Airways i360 achieves increased visitor confidence and boosted TripAdvisor ratings with Purple

British Airways i360 - Customer Case Study

British Airways i360, a 162m observation tower on Brighton’s seafront, needed to reassure visitors and recover revenue after COVID-19 made guests wary of enclosed spaces. In response, Purple (working with Curve IT and Ruckus) used the attraction’s guest WiFi along with its Responsibility Survey, a TripAdvisor connector and a branded splash page to collect hygiene feedback, communicate safety credentials, and encourage online reviews.

Purple’s Responsibility Survey and TripAdvisor connector published hygiene ratings to a CSR dashboard and newsletter, routed feedback to the Head of Guest Experience, and sent post-visit review prompts. As a result, week-on-week visitor numbers, WiFi sign-ins and opt-ins rose; after one month 70% of visitors rated safety/cleanliness/PPE 5/5 (50% rated social distancing 5/5, prompting staff action); reviews driven by Purple averaged 4.5 (versus 4.4 organic), and the attraction moved from #15 to #14 in TripAdvisor’s Brighton rankings.

British Airways i360

Anna Prior

Head of Marketing