Overview

• Merlin Entertainments, owner of Legoland and Thorpe Park, to implement dynamic pricing to manage visitor numbers and enhance guest experience.
• The new pricing strategy will see ticket prices vary based on the time of year, aiming to make attractions more accessible during off-peak times.
• Merlin reported a record revenue of £2.1 billion in 2023 but faced a pre-tax loss of £214 million, attributed to one-off costs and underperforming locations.
• The company plans to introduce surge pricing at its top 20 global attractions by the end of the year, using machine learning to adjust prices based on demand.
• Merlin's CEO highlights the importance of experiences over material possessions, with a focus on providing value and accessibility for families.