Merlin Entertainments Reports 65% INCREASE in Purchases of Merlin Annual Passes

Data from Merlin’s recent Black Friday sale on their Merlin Annual Passes, the company’s UK loyalty programme providing access to over 30 attractions and experiences, also reflects the increasing popularity of experiential gifting. Between 2021 and 2023 the number of products sold has increased by 65%.

Merlin Entertainments, the global leader in branded entertainment destinations, has also reported that the gift experience market quadrupled from 2021 to 2023, marking a significant trend in consumer preferences.

The company’s commitment to providing unique, shared experiences is projected to drive further market growth with an anticipated fivefold increase in the gifting and experience channel by the end of 2025.

As part of plans to increase the scale of its gifting offer, Merlin has unlocked its hotels as products for third-party partners to sell within their portfolio, due to the increased demand through trade partners.

Fiona Eastwood, Chief Operating Officer for Midway and Resort Theme Parks, Merlin Entertainments: “Experiential gifts provide so much more than a material possession in a box; they offer memories and moments that people cherish. 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.”