Subscribe to Simon Calder’s free travel newsletter for expert tips and discounts on your next trip.
Receive Simon Calder’s Travel newsletter
A new pricing model is being implemented that would result in higher fees for visitors to popular UK attractions during busy seasons and lower fees during slower months.
Merlin Entertainments, which is one of the one of the world’s biggest operators of theme parks and attractions, has been introducing “dynamic” pricing since last year. The system is similar to that used by sectors such as airlines and hotels.
The corporation possesses various popular tourist destinations such as Legoland, Thorpe Park, and Madame Tussauds.
is known for its high-speed launch and vertical drop from a height of 62 meters.
The main attraction at Thorpe Park is the Stealth roller coaster, which is renowned for its speedy launch and steep descent of 62 meters.
According to Scott O’Neil, the head of the group, this decision allows for the attractions to adjust prices according to the season and manage the quantity of visitors.
In 2023, we achieved the highest guest satisfaction scores in the company’s history and welcomed an additional seven million guests,” stated Mr. O’Neil.
“We can confirm that our processes are headed in the right direction based on the signal we are receiving.”
He stated that utilizing “dynamic” pricing is beneficial for maintaining the guest experience during peak seasons by effectively managing queues. This is especially important for popular attractions where wait times can exceed an hour.
Reworded: Mr. O’Neil explained that purchasing tickets at lower prices during slower periods, such as a rainy weekend in March, provides the opportunity for everyone to access and enjoy the experiences.
He compared it to the concept of “happy hours” observed in bars, as well as the practices of hotels and airlines, which usually raise prices for travel during busy seasons but reduce prices during low seasons.
“It’s not a novel idea, however our priority lies in two crucial factors; providing a satisfying guest experience and ensuring accessibility and affordability for families,” he stated.
Last year, Merlin reported a significant increase in sales due to a larger influx of visitors at their city-center attractions.
In 2023, total revenues increased by 8% to reach £2.1 billion compared to the previous year, with a total of 62 million visitors worldwide.
Last year, the company reported that approximately 25% of tourists in London visited at least one of its attractions, and 40% of those visitors went to multiple attractions.
Merlin announced that it experienced a pre-tax loss of £214 million in the previous year, shifting from a profit of £106 million in the previous year. According to the company, this was largely attributed to one-time expenses such as refinancing its debts.
On Monday, the company announced its plans to purchase Orlando Wheel, located at Icon Park. This ferris wheel is the tallest on the east coast of the United States, which will enhance its position in one of the world’s leading tourist destinations.
According to Mr. O’Neil, there will be a positive impact due to the launch of a new rollercoaster, called Hyperia, at Thorpe Park in May. It will be the park’s most towering and swiftest ride.
According to Mr O’Neil, in the aftermath of the Covid pandemic, we have come to realize the importance of our interconnectedness, the significance of shared experiences, and the preference for creating lasting memories over material possessions.
He mentioned that customers have been drawn to high-quality experiences. Attractions associated with specific brands such as Legoland and Pepper Pig theme parks continue to be in demand.
He also stated that the Nemesis Reborn ride, which recently opened at Alton Towers Resort, has been met with extraordinary consumer demand.
Source: independent.co.uk
