Merlin Entertainments ‘careful with price rises’

Vampire rollercoaster, Chessington World of Adventures

Merlin Entertainments has said that it is being “very careful with price increases” following admission costs rising above inflation at some of its attractions.

Last month, RideRater reported how prices at Thorpe Park had risen by 16.4% in the past year, compared with the official UK rate of inflation of 10.7%.

Price at Chessington World of Adventures and Legoland Windsor have risen by 15.4% and 13.8% respectively in the past 12 months.

Speaking to the Guardian newspaper, Merlin’s Fiona Eastwood said that the company was “very careful” on entry pricing.

“We are very careful with price increases, and our approach is that prices generally only go up when our guests are getting more – for example, a new attraction at a park,” she said.

Mixed picture

Alton Towers, where the Nemesis rollercoaster will remain out of action during 2023, has increased its prices by 9.7%, slightly less than the rate of inflation.

The mothballed Nemesis Sub-Terra dark ride is widely expected to re-open in some form this year to partially offset the loss of its rollercoaster namesake.

Chessington will launch a new rollercoaster and World of Jumanji area this season, but Thorpe Park is not expected to make any major additions in 2023.

Eastwood added: “We need to deliver days out that represent great value for money. Despite external pressures, families and friends will still want to laugh, take selfies and make memories.”

Merlin’s various types of annual pass have all had their prices frozen since 4 January 2021.