Legoland rolls out platform to six parks worldwide

Merlin Entertainments has rolled out the mobile platform across its global network of Legoland parks. Visitors to six resorts on three continents can now enjoy a world-class app experience, helping them make the most out of their day.

Attractions.io_Legoland_app_explore-mapThe apps include an interactive map, live wait times and information on all of each park’s rides and attractions. The rollout, which began in June this year, has seen new apps launched for:

The apps are fully localised with content available in languages including English, Japanese, German and Danish.

The platform has already improved visitor satisfaction scores, increased secondary spend and delivered unique insights into guest behaviour at a number of Merlin venues. These include Alton Towers Resort, Chessington World of Adventures and Thorpe Park.

“We are delighted with the platform,” says Kieran Harvey, global digital director of Merlin Entertainments. “It allows us to be true to the LEGOLAND brand, while leveraging the rich set of features the platform has to offer. The mobile app is a critical part of our digital guest journey strategy, and the delivery across the LEGOLAND estate has been exemplary. We can’t wait to take things even further next year!”

Attractions.io_Legoland_app_japanese-onboardingA mobile app with multiple features

Here are some of the features operators can leverage from the platform:

  • A digital park map, so guests can see where they are, what’s around them and easily navigate to any ride, attraction or facility.
  • Intelligent targeting of messages and promotions. Sending highly relevant content to visitors based on their location, time and demographics.
  • Directly selling experiences, add-on services and food & beverage from within the app. Apple Pay and Google Pay integration is available for frictionless payments.
  • Daily visitor feedback. Tracking guest satisfaction levels and highlighting the top areas to improve on.
  • Easy content and campaign management, controlled through an intuitive web-based interface.

“A mobile app is the single most effective way to influence guests, particularly once they’re on-site with you,” says Mark Locker, CEO of UK-based “We’re thrilled to be working with Merlin Entertainments to delight the millions of guests who visit their attractions each year.”