Merlin Entertainments expands partnership with Attractions.io, adding a new mobile wallet to its theme park apps

Attraction.io’s mobile wallet allows guests at Merlin attractions to store tickets and season passes in a convenient in-app wallet for an enhanced entrance experience.
Ellen Wilkinson
January 2022

Guests visiting Merlin theme parks can now store tickets, season passes and fast track tickets in a convenient mobile wallet within each attraction’s individual, branded app.

The mobile wallet is just one of several functionality enhancements that Merlin are working on with Attraction.io. The activity supports Merlin’s wider ‘guest obsessed’ strategy, focused on providing guests with world-class digital support as they enjoy memorable moments with family and friends. 

The new functionality marks an expansion of Merlin’s partnership with guest experience platform Attractions.io, who have provided the group’s theme park apps since 2018. Justin Skinner, Global Digital Director at Merlin, said: 

“The introduction of mobile wallets across the Merlin portfolio adds another piece to our digital jigsaw. We see the app as the linchpin of the guest experience and look forward to continuing to expand its services to make it the one-stop digital destination for guests visiting our attractions.”

Unlike alternatives such as PDF or email-based tickets, the app automatically optimises passes for scanning and is accessible offline, meaning guests can head straight through the turnstiles and enjoy a smoother entrance experience. 

Adoption of Merlin’s mobile apps is already exceptionally high, with popular attractions such as Alton Towers exceeding 90% guest reach. By expanding the app’s functionality to include a mobile wallet, Merlin is responding to the needs of its digitally native visitors, for whom self-service tools are quickly becoming the preferred form of customer service. 

The new mobile wallet feature is currently available at the following Merlin parks, with additional attractions rolling out the functionality in the coming months:

  • Chessington World of Adventures
  • LEGOLAND Billund
  • Alton Towers
  • Thorpe Park
  • LEGOLAND Windsor
Legoland tickets in-app wallet

Mark Locker, CEO & Founder - Attractions.io, said:

“We’re delighted to extend our partnership with Merlin Entertainments to incorporate a digital wallet into their theme parks’ mobile apps. The admissions process is a common source of frustration for guests itching to start their day out, so it’s fantastic to see Merlin embracing technology that will streamline the guest experience and make it even easier to start their adventure.” 

Kayleigh Field, Digital Project Manager at Merlin was responsible for delivering the mobile wallet rollout across Merlin’s portfolio of apps. Regarding the relationship with Attractions.io, Kayleigh said:

“It was a pleasure to work with Attractions.io on this project, their time and dedication meant that we delivered a product that met our needs and most importantly will improve guest satisfaction and create operational efficiencies for our attraction teams.”

If you want to learn more about Merlin's guest-facing mobile apps and new mobile wallet, book a demo with Attractions.io's technology specialists, who can walk you through our 5-step mobile strategy for attraction operators.

About Merlin Entertainments 

Merlin Entertainments is a global leader in location-based, family entertainment. As Europe's Number 1 and the world's second-largest visitor attraction operator, Merlin operates over 137 attractions, 22 hotels and 6-holiday villages in 24 countries and across 4 continents. 

Merlin’s purpose is to deliver memorable experiences to its millions of guests around the world, through its iconic brands and multiple attraction formats, and the commitment and passion of its employees. 

See www.merlinentertainments.biz for more information and follow Merlin on Twitter @MerlinEntsNews.

Article

Get your free guide
Article

Get your free guide
Article

The Theme Park's Guide to the Future of Revenue Growth

Get your free guide

Ellen Wilkinson

Content specialist, zoo enthusiast and french bulldog [s]mother
January 2022

Request a Demo

Find out how attractions of all shapes and sizes are deploying mobile apps to improve the guest experience, increase revenue and unlock visitor insights.

Another newsletter? We promise we’re different.

No spam, just everything you need in one monthly drop. Stay up to date with the latest trends, tech, industry events and get exclusive content delivered to your inbox.
By attractions enthusiasts for attractions enthusiasts.
Related News & Resources
View all