Attractions.io, a leading creator of mobile visitor apps, has announced that guests to Merlin Entertainments parks will benefit from a new feature that stores tickets, season passes and fast track tickets within each attraction’s branded app.
The mobile wallet is one of a number of functionality enhancements that Merlin is working on with tech firm Attraction.io. The investment forms part of Merlin’s wider “guest-obsessed” strategy, which focuses on providing guests with “world-class digital support” as they create memorable moments with friends and family. Attractions.io has provided the group’s theme park apps since 2018.
Global digital director for Merlin, Justin Skinner, says:
“The introduction of mobile wallets across the Merlin portfolio adds another piece to our digital jigsaw. We see the app as the linchpin of the guest experience and look forward to continuing to expand its services to make it the one-stop digital destination for guests visiting our attractions.”
Quick and easy access
To minimise the difficulties found with scanning email or PDF tickets, the app automatically optimises passes for a smoother admission experience. Tickets in the app are also accessible offline, meaning internet access is no barrier to entry.
Merlin’s mobile apps are already adopted by up to 90% of visitors at attractions such as Alton Towers. With the expansion of the app’s functionality to include a mobile wallet, Merlin has been responding to the needs of its digitally native visitors, such as Gen Z, a large percentage of which prefer self-service tools to facilitate their customer service requirements.
The new mobile wallet feature is currently available at a number of UK Merlin parks, these being Alton Towers, Chessington World of Adventures, LEGOLAND Windsor and Thorpe Park. The original LEGOLAND Billund park also benefits from the mobile wallet. Additional attractions will roll out the functionality in the coming months.
CEO and founder of Attractions.io Mark Locker says: “We are delighted to extend our partnership with Merlin Entertainments to incorporate a digital wallet into their theme parks’ mobile apps.
“The admissions process is a common source of frustration for guests itching to start their day out, so it is fantastic to see Merlin embracing technology that will streamline the guest experience and make it even easier to start their adventure.”
Merlin Entertainments’ digital project manager Kayleigh Fields had responsibility for delivering the rollout of the mobile wallet across Merlin’s portfolio of apps. She adds:
“It was a pleasure to work with Attractions.io on this project, their time and dedication meant that we delivered a product that met our needs and most importantly will improve guest satisfaction and create operational efficiencies for our attraction teams.”
In December, Attractions.io, announced its partnership with Rufford Abbey Country Estate in Nottinghamshire, UK, developing a new mobile app for attraction visitors.
