Merlin tests water over £309 ‘elite’ annual pass

Merlin Entertainments is undertaking market research over a new upper tier of annual pass, which would offer new benefits.

The company has launched a survey questioning its current pass holders over a new hypothetical annual pass which would cost £309, or £120 to upgrade to from a Standard or Premium annual pass.

Proposed extra benefits include free unlimited drink refills over a year in a provided capsule, complimentary preferred parking at Merlin theme parks and unlimited fast track ride access before 2pm on applicable rides.

It would also come with a ‘limited edition’ lanyard and and two free guest tickets per year at any of Merlin’s attractions in the UK.

The survey also asks for suggestions of one other additional benefit, which indicates that the product is not yet finalised.

If launched, the new pass is likely to be available from January next year, when annual pass terms and conditions are typically revised.