Merlin Entertainments has reported a massive increase in revenue from experiential gifts across its UK attractions this Christmas.
Through partnerships with Virgin Experiences and Buy A Gift, Merlin has curated a range of gift experiences suitable for a range of budgets.
Per a press release, revenue from these collaborations has more than quadrupled from 2021 to 2023.
“Experiential gifts provide so much more than a material possession in a box; they offer memories and moments that people cherish,” said Fiona Eastwood, Merlin’s chief operating officer for Midway and theme parks.
“The phenomenal growth we are seeing in this area is testament to Merlin Entertainments’ ability to offer unique experiences that bring friends and families together.
“As we head into the holiday season, we are excited about the prospect of offering more of those moments that that bring joy and create lasting connections.”
Experiences on offer at Merlin’s attractions include VIP access packages, behind-the-scenes experiences and animal encounters.
To further grow its gift experiences offer, Merlin has unlocked its hotels as products for third-party partners to sell within their portfolio.
Trend for experiential gifts
The trend for experiential gifts can also be seen in the US. Merlin has reported an increase in purchases of its VIP experience package at all three Legoland resorts in North America.
Merlin anticipates a fivefold growth in experiential gifts by the end of 2025. The projection is based on the business’ growth post-pandemic, and the findings of the gifts retailing market report, which expects the market size to expand to $94 billion by 2031.
In more news, Merlin is collaborating with the Purpose Coalition to publish a report on its social impact in the UK.
The company operates more than 140 attractions in 25 countries, including Legoland resorts and Sea Life aquariums.
Images courtesy of Merlin
