Norfolk attractions losing vast sums thanks to weather apps

Websites and apps such as the Met Office often use a single image to denote a day's worth of weather, such as a water droplet to signify rainfall.

However, many business leaders in the county have called for more detail, with attractions claiming to lose huge chunks of revenue due to people checking simplified weather forecasts at a glance - and deciding to stay at home.

Adam Goymour, director of Goymour Group (Image: Supplied)

Goymour Group run Applewood Countryside Park in Banham and ROARR!, a dinosaur-themed park in Lenwade, among other ventures.

Adam Goymour, a director at the company, says that on a peak day up to £40,000 can be lost due to weather app displays.

He explained: "A weather app may show 85pc chance of rain, but this rainfall may happen outside of our operating hours.

"This has been a conversation in the industry for a long, long time."

Mr Goymour added that Easter, a time where many attractions in Norfolk open for the first time in the year, is typically marked by variable weather.

Failure to start off strong can see companies "chasing" the losses for the rest of the year, he added.

Josh Hunter-Harl, sales and marketing director at Zoological Society East Anglia (ZSEA), which runs both Banham Zoo and Africa Alive in Lowestoft, says it also loses out on thousands due to app icons.

Banham Zoo says it can lose up to £20,000 due to poor weather displays on peak days (Image: Newsquest)

"Our work is largely funded through visits," he said. "Like many outdoor organisations, during peak season, rainy weather indicators can impact income by as much as £20,000 in a single day."

Many people nowadays tend to rely on single-image forecasts when deciding how to spend their day, rather than looking at more detail at the actual likelihood of poor weather or the times it might kick in.

Mr Goymour added: "People are busy and make snap decisions - if they only see a raindrop icon, then most aren't going to check to see exactly which hours the rain falls in before deciding to come or not."

This is damaging businesses in an already tough economic climate.

Mr Hunter-Harl said: "With more decisions being made at short notice, often based on a quick glance at a weather app, the way forecasts are visually communicated really matters.

"A single icon can now outweigh more detailed forecasts, local knowledge, and even the reality that most days in the UK are still perfectly manageable with the right preparation."

A national issue

File image of rain in Norwich city centre (Image: Newsquest)

Weather apps are causing issues for attractions across the UK, with many now calling on the Met Office to open up a dialogue on how weather should best be displayed on apps and websites.

Olly Reed, marketing director at Navigate, a PR company that is helping to push for change, said: "When an unfavourable weather icon appears, visits can drop by an average of around 30pc.
Bookings don’t just shift with the weather itself, they shift with how that weather is framed."

What can be done about it?

An example of how the Met Office (left) and BBC Weather (right) present a forecast for an entire day at a glance (Image: Met Office/BBC Weather)

"We do not want to sit here and simply complain, all we want is to start a discussion about how weather forecasts are displayed," stressed Mr Goymour.

The Met Office has confirmed that it is in discussion with campaigners over changes it can make to its weather displays.

A spokesman for the Met Office said: "Distilling the weather information into a usable forecast to display on a weather app is a considerable challenge.

"On most days in the UK, the weather is more complex than can be expressed in a single symbol.

"This is why we go to great lengths to provide more contextualised advice such as hourly symbols or map-based animations to show how the weather will vary hour by hour, to enable app users to make the best and most informed choices.

"We aim to support the outdoor industry, from attractions to festivals, as they prepare for the season ahead."

But what do attractions actually want to see change?

Proposed shifts include separate day/night symbols and clearer “dry hours” indicators.

Mr Hunter-Harl said: "Alongside improvements to forecasting, there is also a role for organisations to better communicate real-time conditions, showcase all-weather experiences, and give visitors confidence.

"We welcome the ongoing dialogue with the Met Office and industry partners, and we’re keen to play our part in finding solutions."