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Headout expands global partnership with Merlin Entertainments across Asia. Sep 23, 2026 Headout, home to the world's best real-life experiences, today announced the expansion of its global partnership with Merlin Entertainments across Asia, bringing four leading Merlin attractions in the region onto the Headout platform through direct integration. SEA LIFE Bangkok, Madame Tussauds Bangkok, Madame Tussauds Singapore and Madame Tussauds Hong Kong are now live and bookable on Headout. The expansion builds on a longstanding partnership between Headout and Merlin Entertainments across the US, UK, Europe, Australia and New Zealand. With Asia now part of that footprint, Merlin gains access to Headout's growing base of international and long-haul travelers, while Headout guests can discover and book even more of Merlin's iconic attractions around the world. The direct integration also makes the booking experience faster and more seamless, with real-time availability and instant confirmation. Travelers can book using local currencies and payment methods, with flexible options including Book Now, Pay Later, making it easier to plan and pay for experiences on their terms. "Asia is an incredibly important growth market for Headout, and we're excited to grow our presence here alongside Merlin. Merlin operates some of the world's most recognisable attractions, and bringing more of them onto Headout makes it easier for travelers to discover and experience them. We've built a strong partnership across markets globally and see plenty of opportunity to build on that success together across APAC." - Parth Maheshwari, Regional General Manager, APAC, Headout The expansion marks the next chapter in Headout and Merlin Entertainments' global partnership, as the two companies continue to make world-class experiences easier to discover and book for travelers across Asia and beyond. Images in this article

Merlin to introduce new 'virtual queuing' for Ride Access Pass users. * home / * newsroom / * News releases * / Merlin to introduce new 'virtual queuing' for Ride Access Pass users. * New 'virtual queuing' system to be introduced at Merlin's UK theme parks in 2027 for guests with additional accessibility needs - with no changes to eligibility criteria * Move follows feedback from guests and industry partners, and development of a practical system to avoid Ride Access Pass users having to wait in a physical queue * Changes demonstrate Merlin's commitment to creating inclusive experiences and ensuring all guests and families feel supported when visiting Merlin locations Posted on 17 September 2026 IN News releases Share this page Merlin Entertainments, the global family of destinations, experiences and attractions, is set to introduce a new queuing system for Ride Access Pass (RAP) users across its UK resort theme parks. Rolling out in 2027, the new RAP system will allow users to queue virtually with an easy-to-use app, reducing time spent in physical queues. No changes will be made to eligibility criteria, and the intention over time is to remove the requirement to pre-book a RAP slot in advance, once the system has proven effective. The system has been designed following feedback from RAP users, and in recognition of increased demand over recent years. Ahead of finalising the changes, Merlin engaged with disability experts, charities and industry partners, including Disability Rights UK, Scope, ADHD UK, and the National Autistic Society, and their feedback has supported the development of a practical system that improves the guest experience for those requiring additional support. "We are pleased that Merlin has consulted autistic people and their families about their queuing system and that the eligibility criteria for the Ride Access Pass will remain the same. This is an example of an adaptation that can make a real difference to autistic people, enabling them to access facilities and venues. We have worked with Merlin for many years so we know how committed the team is to ensuring their facilities are welcoming and inclusive for autistic visitors." Lisa Myers, Head of National Autistic Society: Learn "Scope is pleased to have been involved in discussions on Merlin's plans to update its Ride Access Pass. We welcome Merlin's commitment to making reasonable adjustments that help disabled visitors access and enjoy attractions on an equitable basis. These changes represent a positive step in removing unnecessary barriers, to improve the experience of disabled visitors." John McLachlan, Interim Chief Executive Officer of Scope These changes, once fully rolled out, will replace the current system, which requires RAP guests to pre-book slots and 'reverse queue' - where they ride first and then must wait before being able to access their next ride. Under the new system, the wait time for RAP users will be the same as for those in the standard queue, while offering those with additional needs the flexibility to 'virtual queue' in quieter or more accessible parts of the park. They will then be notified on the app when they are near the front of the queue and therefore need to make their way to the ride. When they arrive, a designated merge host in each location will then support them in joining the queue from the RAP entrance. This will be bolstered by investment in new separate queue lines for RAP users to make the process as streamlined and consistent as possible. RAP users will still be able to ride with up to three companions, meaning up to four people can be given their own time slot through the user's RAP app. The first stage of the rollout will get underway at Alton Towers at the end of this year, before the full implementation in 2027 ahead of the peak summer season. As part of this, Merlin will be welcoming feedback from RAP users on this initial stage through the RAP app and email surveys, so the new approach can be refined over time. "Accessibility is always evolving, and we welcome Merlin's commitment to listening to disabled guests and exploring practical ways to improve their experience. It is clear that the new virtual queuing approach will provide greater flexibility for many guests, and the intention to phase out the pre-booking requirement is also a positive step. We look forward to continuing our partnership with Merlin as the changes are rolled out - playing our part in verifying eligibility to help more families have wonderful days out at their attractions." Martin Austin MBE, Chief Executive of Nimbus Disability "Creating inclusive experiences is at the heart of what we do at Merlin and we want every guest to enjoy memorable days out at our attractions. Over the past few months, we have listened carefully to feedback from RAP users, disability charities and industry experts, and it's clear the current experience does not always provide the flexibility and comfort some guests need. This new virtual queuing approach has been designed in response to that feedback. By providing a practical alternative that avoids RAP guests having to wait in physical queue lines, we believe it will significantly improve visits for these users and their families. We will continue to work closely with RAP users and advocacy groups as the rollout progresses, as part of our ongoing commitment to making our attractions as accessible and enjoyable as possible for everyone." Rob Smith, Chief Operating Officer at Merlin Entertainments

Merlin rolls out NiCE AI across visitor attractions. Wed, 16th Sep 2026 (Today) Merlin Entertainments is deploying NiCE CXone across its visitor attractions, including LEGOLAND Resorts, Madame Tussauds and SEA LIFE. The rollout covers customer interactions from trip planning and ticket purchases to reservations, support during visits and post-visit follow-up. The aim is to connect guest journeys across its attractions and give staff better information when handling enquiries. Merlin operates more than 140 attractions in 24 countries and said it welcomed 60.5 million guests across its estate in 2025. Its portfolio includes LEGOLAND resorts, Madame Tussauds, SEA LIFE and regional theme parks. The group reported improvements in several service measures over the past year as the new setup was introduced. Its "Likely to Recommend" score rose from 8.3 to 9.3, while its customer satisfaction score for helpfulness increased from 8.3 to 9.4. Issue resolution rates improved from 75% to 95%, according to figures released by the companies. Call answer rates also rose from 78% to 93%. Guest service NiCE said its software is being used to automate routine requests, route more complex enquiries to specialist staff and provide employees with guidance during customer interactions. For operators of large attractions, call centres and digital support channels have become a bigger part of the visitor experience as guests book in advance, amend reservations and seek help before and after visits. The adoption of artificial intelligence tools in customer service has spread across travel, leisure and hospitality as businesses try to handle higher volumes of enquiries without matching increases in staffing costs. Companies are also seeking to reduce resolution times and improve consistency across phone, digital and in-person contact points. For Merlin, the scale of its international estate means customer service teams may need to support guests across multiple brands, locations and stages of a visit. Bringing those interactions together on a single platform can help staff avoid duplicating information and may shorten the path to resolution when plans change or problems arise. Naomi Sale Hancock, Director of Guest Service and Standards at Merlin Entertainments, said the company is focused on making the visitor experience smooth and memorable. "From LEGOLAND to Madame Tussauds, every visit should feel effortless and memorable for our guests. With NiCE, we can connect customer journeys across our resorts and attractions, giving our teams the tools to respond faster, solve issues sooner, and keep the focus where it belongs: on creating great experiences that guests want to come back for," said Naomi Sale Hancock, Director of Guest Service and Standards at Merlin Entertainments. AI adoption The agreement also reflects broader competition among software providers for contracts with large consumer-facing groups that manage high volumes of service contacts. Vendors are positioning AI-based automation as a way to reduce pressure on contact centres while preserving access to human agents for more difficult cases. NiCE, which sells customer experience and automation software, said Merlin is adopting an AI-first model for customer service. The system is intended to support guest interactions from the planning stage through to post-visit contact. Darren Rushworth, President of NiCE International, described Merlin's approach in those terms. "Merlin Entertainments is embracing an AI-first customer service model that puts connected, personalized guest experiences at the heart of every interaction. From planning a visit to post-visit engagement, NiCE CXone enables Merlin to seamlessly orchestrate guest journeys across its attractions, empowering employees with CX AI to deliver faster, more proactive service while driving operational efficiency and stronger guest loyalty," said Darren Rushworth, President of NiCE International. Merlin's business spans the UK, the US, Western Europe, China and the Asia-Pacific region, and includes partnerships with brands such as Lego, Peppa Pig, DreamWorks and Ferrari. The company said it welcomes more than 60 million guests a year across more than 20 countries. The customer service changes show how operators of theme parks and visitor attractions are placing more emphasis on the administrative parts of a day out, not just the on-site experience. Ticketing, booking amendments, accessibility questions, reservations and post-visit support can all shape whether visitors return or recommend an attraction to others. The rise in recommendation and satisfaction scores suggests Merlin views service infrastructure as part of the wider brand experience across its attractions. The figures released alongside the deployment also showed issue resolution rates improving from 75% to 95% and call answer rates rising from 78% to 93%.