From first steps in data to lasting impact: JADS & Efteling
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As part of our 10‑year anniversary, we look back at the collaborations that have shaped JADS over the years. One of those long-standing partnerships is with Efteling, where data science has become an integral part of innovation and guest experience.
A flying start with data science
Several years ago, the Efteling knew it wanted to take meaningful steps in data science. What it lacked was a clear starting point.
“We didn’t know exactly where to begin, but we had a very clear idea of what we wanted to achieve,” says Jonas Rietbergen, Manager Data & Insights at the Efteling.
The collaboration started through informal contacts and gained momentum when the Efteling welcomed an Engineering Doctorate (then PDEng) trainee from JADS. That first project laid the foundation for a partnership that continues to grow.
Growing together over time
What started with a single trainee evolved into a long-term collaboration across multiple domains. “The data scientist who joined us through the PDEng program eventually became a full-time employee. From there, we welcomed multiple student teams and graduates.”
Over the years, JADS students and trainees have worked on a wide range of topics, including:
- Predicting waiting times for attractions
- Crowd management and visitor flows
- Recommendation engines for guests
These projects helped embed data-driven thinking across the organisation.
Building a data-driven organization
For the Efteling, the partnership has played an important role in developing its internal data capabilities. “In the early years, the collaboration was strategically important because we didn’t yet have our own data science expertise. JADS helped us get off to a flying start.”
Today, the focus has shifted more towards innovation. According to Rietbergen, one of JADS’ greatest strengths is its ability to bring an external perspective. “JADS offers us a unique outside-in view of the Efteling. That perspective helps us challenge assumptions and explore new possibilities.”
One example is data-driven maintenance. Through a project with EngD trainees, the Efteling gained valuable insights into both the opportunities and limitations of applying data science and AI to maintenance of attractions.
Real impact for the organisation and visitors
Perhaps the most visible result of the partnership is the development of predictive waiting times. Using data science, the Efteling can help guests make smarter choices throughout the day, enabling them to get more out of their visit. “We can show visitors that it may be smarter to visit certain roller coasters later in the afternoon, for example. That helps them make better use of their time in the park.”
Behind the scenes, the project also demonstrated the value of data-driven decision-making across the organization. “I dare say that our Data & Insights team would not have developed as quickly into its current form without JADS.”
The role of talent
Talent plays a central role in the collaboration. “We aim to have at least one student project in our organisation every year. For us, students bring a fresh perspective every time. They look at challenges differently and often ask questions we no longer ask ourselves.”
What makes JADS different
According to Jonas, what sets JADS apart is its accessibility and connection to practice. “In our experience, the collaboration is highly approachable. JADS understands the needs of businesses and knows how to connect academic expertise to real-world challenges.”
There is still plenty of unexplored territory in the collaboration. “There are still many interesting challenges ahead. For example, smart maintenance of our attractions using AI is largely unexplored territory.”
Both parties see continued opportunities to innovate together and push boundaries.
