Merlin Entertainments

How we helped increase visitor loyalty to leisure attractions

How we helped increase visitor loyalty


To understand the drivers and barriers to visiting Merlin attractions, including Alton Towers, Thorpe Park and Madame Tussauds. Also the role of the Merlin Annual Pass (MAP) and how to increase trial and repeat visits.

The Merlin Annual Pass – a year’s worth of fun!



Identified deals and customer ‘savviness’ reduced value perceptions, creating a ‘deal-seeking’ mindset and expectation for further deals.
Thus we recommended strategies and policies to manage and extend customer relationships, and also build value back into the Merlin Annual Pass. Also to create new passes tailored to the needs of specific customer segments.

Find a Merlin Annual Pass that’s right for you.

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