How QUEENS London cut manual inquiries by 33% and grew multi-activity bookings by 64%

QUEENS London is a bustling, multi-activity entertainment venue in the heart of the city offering ice skating, bowling, and interactive darts alongside a full food and beverage menu.

But for years, the technology running it all was holding them back. With a 50/50 split between walk-in and online guests, getting the booking experience right was critical, and more challenging than expected. 

The challenge: a booking journey that wasn't working 

Tobias Jackson, a consultant working at QUEENS, identified the problem: the existing system made multi-activity booking difficult for both staff and guests.

"We used to get a lot of guests contacting us during their booking journey to help them navigate it," Tobias recalls. "Which is obviously a massive red flag."

Tobias Jackson

Consultant, QUEENS

The old system also created pricing inconsistencies, with guests able to accidentally encounter three different price points depending on how they booked. It was clear a change was needed.

The search: doing the due dilligence

Tobias approached the search for a new platform methodically. First, he looked at vendors he respected and went through their booking journeys firsthand. Next, he asked each of his  shortlisted vendors a key question: Who is using your system well? He then visited those venues himself (anonymously) to experience the full guest journey end-to-end.

"I wanted to see what it looked like, how it behaved — with no one knowing what I was doing," he explains.

After nine months of evaluation, ROLLER came out on top. 

"ROLLER really stood out during that process. It was very easy to book multi-activities, which QUEENS obviously needs in a provider."

Tobias Jackson

Consultant, QUEENS

A key deciding factor was ROLLER's work toward a bowling system integration, something that signalled the platform was building for the future of multi-activity venues, not just solving today's problems.

Implementation 

The implementation itself was extremely hands-on. "We got told there were two ways to set it up: we could do everything ourselves, or tell them what we want and they'd build it. Learning how the platform worked from the inside out was hugely valuable."

The team built multiple checkouts, tested multiple journeys, and came out the other side with a booking experience they'd always wanted but couldn't previously deliver.

The results: simpler booking, stronger revenue 

The impact was felt quickly. Before ROLLER, booking anything more than two bowling games wasn't possible. Now, multi-activity bookings have increased by 64% year over year, with more guests adding a second lane session, a second activity, or a restaurant booking alongside their visit.

"Now people show up with the intent to purchase food after our activity," Tobias says. "That was rarely happening before."

Just as important was what stopped happening: the flood of phone calls and emails from guests who couldn't figure out how to book.

"The amount of administration the sales team has to do has gone down by 33%. We're also running on a much smaller team because guests can just do it themselves."

Tobias Jackson

Consultant, QUEENS

ROLLER's GX Score feature has also become part of the team's daily and weekly routine. Positive feedback is segmented and directed toward public Google reviews, while critical feedback is handled internally. For Tobias, it's about more than tracking satisfaction.

"You need people to sell your venue for you," Tobias notes. "That's a very important part of the system."

Looking ahead

With the upcoming bowling integration on the horizon and nearly a year of ROLLER live, QUEENS London is optimistic about growing alongside the platform. 

"I think ROLLER is a partner that QUEENS will hopefully have for 5 to 10 years." Tobias says.

Tobias Jackson

Consultant, QUEENS

His advice to other venues considering the switch? "Do your due diligence. Test other people's journeys. And if it's the right fit, go for it. There's nothing worse than being stuck with an old analogue system that isn't going anywhere."

Ready to streamline your venue operations? We'd love to chat. 

About QUEENS London

• Location: London, UK
• Favorite feature: Guest experience score 
• Venue type: Family Entertainment Center
• Website: https://queens.london/