Annual passes and tickets are now a commonplace product within the tourism and events industry. They offer an alternative to the traditional shorter time contstraints of attractions ticketing/purchases. Below is the promotional literature for the Merlin annual pass:
A Merlin Annual Pass is the ultimate passport to a year* of epic togetherness at the UK’s BIGGEST and best attractions and you can choose from four spell-binding options! Unlock over 200 days entry during our quietest periods with the Merlin Discovery Pass or add more fun with the NEW Merlin Silver Pass to access over 300 days of EPIC.
For more access to Britain’s most thrilling and awesome experiences, excluding our busiest dates, treat yourself to a Merlin Gold Pass for over 340 fun-filled days of attractions. Or, if you have an insatiable appetite for adventure, take advantage of even more fun and more memories with a Merlin Platinum Pass! Thorpe Park Resort, Chessington World of Adventures Resort, Alton Towers Resort, SEA LIFE and LEGOLAND® Windsor Resort are just a few of the Merlin attractions included! (Merlin, 2024)
Points to consider:
Do annual passes really add value for the consumer?
Who are annual passes aimed at?
From a marketing/social media perspective, how are these products marketed?
What are the benefits for the attraction involved?
Are there issues around topics such as monopolisation of the sector and sustainability?
The Attraction 