Merlin looks to ‘revise and update’ annual pass

Merlin Annual Passes

Merlin Entertainments has begun market research on the prospect of “revising and updating” its annual passes in the UK.

A customer survey currently being promoted describes two “hypothetical” annual pass concepts that have new access and pricing options.

Merlin operates the British theme parks Alton Towers, Thorpe Park, Chessington World of Adventures and Legoland Windsor.

The company also operates Warwick Castle alongside the London Eye as well its its ‘midway’ brands Madame Tussauds, the Dungeons and Sea Life Centres.

All of the attractions are currently included in the Merlin Annual Pass, which is offered in two main forms, standard and premium.

The current standard pass features restrictions, mainly around special events incurring additional costs, or total exclusions during peak periods.

‘Single park after-2pm’ pass

One hypothetical pass is presented as costing £49, and would allows access to only one theme park under similar restrictions to the current standard pass. It would however allow access only after 2pm.

Another concept is priced at £299, and would allow access to all four UK theme parks without restrictions.

It features a 10% discount on food and drink, compared with the current 20% for all passes, and the cheaper pass concept.

Another concept, costing £199 would allow unlimited access to one theme park, while a £299 alternative would allow access to all of Merlin’s attractions on weekdays only.

Several other hypothetical passes are also mooted in the survey, which can be accessed here.

Other perks presented in the various options include free car parking, tea, coffee and soft drinks.

Merlin’s survey runs until 28 September, with ten £100 Amazon gift vouchers being offered to participants as prizes.