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Consolidating three platforms into one connected experience
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.
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:
360,000+
4.7★
Digital Product Manager, Apps at Butlin's
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.
Jacqui French, Digital Product Manager, Apps at Butlin's
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.
Jacqui French, Digital Product Manager, Apps at Butlin's
Digital Product Manager, Apps at Butlin's
How Butlin’s secures a future-proof digital strategy with Attractions.io
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.
