How Butlin’s put the whole break in one app

Butlin’s hit 360,000+ downloads in eight months, and 98% of pre-book activities are now booked through its app.

Book a 30-min demo See the break in the app

The Butlin’s app’s Explore screen, with a link to book the next break and the new shows for 2026

Check in early, start the fun soonerAccess your accommodation from 1pm (usually 4pm). That’s three whole hours earlier! now

Your Lunch Add-On just got even tastierPapa Johns is now included and open! Head over between 12–3pm and enjoy even more lunchtime choice now

Thanks for celebrating with usWe loved having you with us for our 90th birthday weekend at Minehead. Here’s a special gift if you book for 2027 now

Consolidating three platforms…

For 90 years, Butlin’s has been a staple of UK family holidays, welcoming more than 1.5 million guests each year to its resorts in Bognor Regis, Minehead and Skegness. Known for all-day entertainment, live shows and family-friendly activities, the team wanted to modernise their digital experience and give guests a more straightforward, more connected way to plan their break.

They partnered with Attractions.io to unify multiple systems into a single, seamless mobile app that supports guests before, during, and after their stay.

Before adopting Attractions.io, Butlin’s relied on three separate systems: a mobile platform for pre-booking paid activities, a mobile food ordering service and a booking portal for free activities. Each played an important role, but together they created friction. Guests had to jump between platforms to plan their break, and the Butlin’s team lacked a cohesive solution that could support their full digital strategy.

…into one connected experience

To simplify the experience and expand their capabilities, Butlin’s partnered with Attractions.io to consolidate everything into a single guest companion app. Working closely with the delivery team, they launched an all-in-one platform that brings together activity bookings, mobile wayfinding, itineraries and messaging in one place. Behind the scenes, the Butlin’s team uses a central CMS to update content, offers, and schedules in real time. The results speak for themselves:

**Jacqui French**Digital Product Manager, Apps at Butlin’s

Paid activities A mobile platform for pre-booking paid activities

Food ordering A mobile food ordering service

Free activities A booking portal for free activities

Butlin’s

Activity bookings
Mobile wayfinding
Itineraries
Messaging
Central CMS
Offers
Schedules
Content

98%

of all pre-book activities are made through the app

An activity-booking experience guests rely on

Guests can now book every part of their break in one place. Free and paid activities can be reserved well in advance, and if plans change, guests can make updates on-site without queues or staff intervention. This shift has transformed the arrival experience and opened new commercial opportunities. Instead of spending their first day booking activities, guests arrive ready to enjoy their break, giving Butlin’s the ability to offer paid options from the moment they check in. Today, 98% of all pre-book activities are made through the app.

A girl splashing out of a yellow water slide at Butlin’s

The Butlin’s app’s activities, by time, with free and paid activities to book

Fun Football in the Butlin’s app, with a Book Activity button

Across the entire guest journey

Weeks before
Early trip planning
Check in early, start the fun soonerAccess your accommodation from 1pm (usually 4pm). That’s three whole hours earlier! now

Arrival day
The arrival experience
On resort
On-resort navigation
Evenings
Live shows
18:42Friday 25 July

Thanks for celebrating with usWe loved having you with us for our 90th birthday weekend at Minehead. Here’s a special gift if you book for 2027 now

After their stay
Post-stay engagement

The impact of a single, connected app across all Butlin’s resorts

With the app live across all three resorts, Butlin’s now operates with a level of digital consistency they simply couldn’t achieve with multiple disconnected systems. Teams no longer juggle separate platforms or manually update their information, and guests navigate a single, intuitive app that supports them from the moment they book.

Operationally, the platform gives Butlin’s tighter control over schedules, offers and communications. Updating activities, changing times or promoting new events now happens instantly through one CMS, removing the delays and bottlenecks that previously slowed them down. The digital team can respond quickly to demand, optimise availability, and communicate changes in real time.

Guest expectations have shifted, too. The app has become an essential part of how families plan and enjoy their break, from building itineraries before arrival to managing plans on the resort without queues or friction. That confidence and convenience mean more guests engage with the digital journey across their stay, reinforcing the value of the platform long after launch.

See the platform north_east

A family riding the carousel at Butlin’s Bognor Regis

How Butlin’s secures a future-proof digital strategy with Attractions.io

360,000+downloads in eight months
98%of all pre-book activities are made through the app
4.7star average App Store rating

For Butlin’s, the goal was always bigger than launching a feature-rich app. They needed a partner who could move at the same speed they do, anticipate guest needs and evolve the product in step with their digital strategy.

Now, with a platform that adapts quickly and a team that works collaboratively, Butlin’s supports the entire end-to-end guest journey through a single, connected app. From early trip planning and pre-arrival bookings to on-resort navigation and post-stay engagement, the app gives the team the behavioural insight they need to make smarter decisions, boost revenue, improve operations and enhance the experience at scale.