Merlin Entertainments a global leader in branded entertainment destinations including LEGOLAND® Resorts, Madame Tussauds and SEA LIFE aquariums, today shares data which shows that growth in experiential gifts across the company’s UK attractions has quadrupled in just two years since its introduction following the global pandemic.
With partners such as Buy A Gift and Virgin Experiences Merlin has curated an extensive range of gift experiences suitable for a whole range of budgets.
From VIP access packages to unique behind the scenes experiences (such as a Tiger Feeding experience at Chessington World of Adventures) revenue from the partnerships have more than quadrupled.
From feeding Giraffes at Chessington to meet and greets with sea otters at the National SEA LIFE centre in Birmingham and even a VIP champagne capsule on the London Eye there’s plenty of VIP experiences that Merlin offer to their customers.
Only as recently as this year Thorpe Park have dived deeper into their VIP experiences with behind the scenes tours of their famous rides.
Stepping behind the scenes of Saw the Ride or taking a tour of the building that houses Walking Dead the Ride were really unique and quite wonderful experiences that have catapulted Thorpe to the top of the list in terms of fan favourite VIP offerings.
Experiential gifting has soared between 2021 and 2023 with the number of products sold increasing by 65%.
The United States has also witnessed an increase in the purchase of VIP experiences as nearly 6000 tours are sold annually across the US for a specific service that consists of an all-day personal VIP host who takes you around the park and gives you priority access to all rides, shows and attractions.
Merlin Entertainments is committed to providing unique, shared experiences across over 140 global attractions, from LEGOLAND® Resorts and the London Eye to Madame Tussauds and SEA LIFE aquariums.
The company has observed a significant shift in consumer behaviour, with individuals demonstrating a willingness to invest more in truly unique experiences.
The average spend on Merlin’s experiential gifts has reached approximately £300 post-COVID, reflecting a growing appreciation for the value of spending quality time together with loved ones.
Merlin anticipates a growth in gifting with them estimated a fivefold growth by the end of 2025 with expectations of the market size to expand to $94 billion by 2031.
Unique ways in which Merlin will involve its customers in the inner workings of its parks and attractions is certainly being looked into and expanded at a rapid pace.
In our recent interview with Merlin CEO Scott O Neill he outlines various plans for the future and how he looks to expand the entrainment position of each individual Merlin theme park.
It’s an exciting time for Merlin and with recent rumours of a Universal Studios park coming to the UK it certainly will put a spring in the step of the company to keep up its UK presence ahead of potential competition reaching our shores.
