Merlin Entertainments has launched the first of its new annual passes which replace the former standard and premium products.
The Merlin Discovery Pass will allow access to all of the company’s UK attractions during off-peak weekdays only.
Peak weekdays during school holidays and Bank Holidays will be excluded.
For 2021, additional excluded dates are 8 and 15 October, plus 5 November, the pass’ terms and conditions state.
The new Discovery pass is now on sale for £69 until 18 December, after which it will be priced at £89.
Discovery passes purchased at the introductory price will expire on 31 December next year.
Merlin said it devised the Discovery pass “off the back of feedback” that identified a “niche audience that wanted a great value, no frills pass”.
The 20% discount on food drink and purchases that was a feature of the former Merlin Annual Passes is not offered with the new product.
Merlin added that the new product was “very specifically designed to be an off-peak pass for those who wish to visit us during our quietest times”.
The company says that only a limited number of Discovery passes will be sold. It will also be a digital-only product, with no physical card issued to holders.
Merlin will launch two additional new pass products before the end of the year, which are expected to offer fewer restrictions and wider benefits for a higher price.
All of the changes to to the company’s UK annual pass offerings come following the withdrawal of the standard and premium annual passes in September this year.