Merlin Entertainments operates a global portfolio of branded visitor attractions, including theme parks and experiences. It owns and runs properties such as LEGOLAND Parks, Sea Life centers, The Dungeons, Madame Tussauds, and the London Eye, combining rides, shows, and interactive experiences to attract paying visitors. The company grows by acquiring and integrating well-known brands and venues, then operating them as unified, brand-driven experiences across multiple countries. Its competitive edge comes from scale, a diverse mix of world-famous brands, and a track record of expanding via strategic acquisitions to create a broad, international attraction network. The goal is long-term growth and value creation by expanding its branded attractions footprint and improving operating performance, while staying private to focus on sustained development rather than quarterly market pressures.
Company Size
1,001-5,000
Company Stage
Acquired
Total Funding
N/A
Headquarters
Poole, United Kingdom
Founded
1999
See people who can refer or advise you
Help us improve and share your feedback! Did you find this helpful?
Health Insurance
Dental Insurance
Vision Insurance
Paid Vacation
401(k) Company Match
Tuition Reimbursement
Professional Development Budget
First-ever Minecraft Hotel sets opening in London 2027. Minecraft Hotel to open in London. Minecraft Hotel, the world's first block-styled lodging, will debut in 2027 at Chessington World of Adventures in South-West London. The reveal came during the September 2026 Minecraft Live event, where Mojang Studios and Merlin Entertainments announced the new attraction and the park's first Minecraft-themed rollercoaster, Escape the Nether. Guests will jump straight into the block-inspired world, staying beyond the park gates and encountering familiar mobs, a Deep Sea Diner, and rooms that keep the fantasy alive even after departure. Park-Integrated adventure. Escape the Nether is promoted as the world's first Minecraft-themed rollercoaster, blending indoor and outdoor elements inspired by the perilous dimension. Discover more Language Resources Word Games The surrounding Minecraft World park will feature the exhilarating rollercoaster plus an immersive indoor-outdoor experience that mirrors the game's atmosphere. Inside the hotel: design & features. The concept art shows a blocky building with an outdoor sitting area, and the entrance bristles with a Baby Zombie Chicken Jockey, minecart rails, and a likeness of Steve wielding a pickaxe. Within the Deep Sea Diner, mossy stone pillars and kelp stalks hang from the ceiling, while walls display Ocean Monument sculptures. Rooms incorporate redstone lamps, wooden chests, and Creeper-themed cushions, reinforcing the algorithmic aesthetic and ensuring guests feel fully immersed in the cell-level world. While the hotel sets the tone for the park, Mojang's roadmap also earmarks a new Ice Caves biome for winter, a Sift dimension launch in 2027, and the debut of additional mobs and vegetation in the Four-dimensional Sift realm.
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%.
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%.
Madame Tussauds Orlando launches "The Great Wax Heist" Halloween scavenger hunt this October. August 24, 2026 If you are heading to International Drive this Halloween season, Madame Tussauds Orlando has a brand new interactive experience waiting for you. Starting October 1 and running through October 31, 2026, the attraction is launching The Great Wax Heist, an all-new scavenger hunt that turns your entire visit into a mystery you have to solve. Best of all, it is included with regular admission. Here is the premise: priceless figure-making tools have mysteriously vanished from Madame Tussauds' archives, and guests are the only ones who can track them down. Using their smartphones, visitors will scan QR codes placed throughout the attraction to uncover clues, solve puzzles, and recover five missing artifacts before they disappear forever. Every clue peels back another layer of the story behind the centuries-old wax-figure techniques that Marie Tussaud herself pioneered more than 250 years ago. Michele's Top 10 Tips for Walt Disney World. We won't send you spam. Unsubscribe at any time. The hunt takes you through the full attraction, so you will be sleuthing your way past wax figures of Taylor Swift, Beyonce, Selena Gomez, Simu Liu, and Jeff Goldblum while piecing the mystery together. General Manager Paul Gould says the experience was designed to combine the fun of Halloween with a genuine look at the artistry behind the figures. "As they work together to solve the mystery, they'll also discover the remarkable craftsmanship and centuries-old techniques behind our iconic wax figures," he said. The Great Wax Heist runs daily October 1 through 31 during regular operating hours. Tickets and more information are available at madametussauds.com/orlando. Are you planning to add this to your Orlando itinerary this fall? Let us know in the comments! About Madame Tussauds Orlando Step into the spotlight at Madame Tussauds Orlando, the ultimate celebrity experience! With more than 250 years of wax-crafting history and 24 locations worldwide, Madame Tussauds brings you face-to-face with the biggest names in entertainment, music, sports, and pop culture - in stunningly lifelike detail. Located in the heart of ICON Park, this one-of-a-kind attraction lets you sing and dance alongside global superstars like Maluma and Bad Bunny, channel your inner pop icon with Lady Gaga, and step into the action with Dwayne "The Rock" Johnson. Plus, Madame Tussauds Orlando is the ONLY location where you can stand alongside the legendary Justice League heroes! Don't just meet the stars - be part of the action, buy online and save at www.madametussauds.com/orlando. About Merlin Entertainments Merlin Entertainments is a world leader in branded entertainment destinations, offering a diverse portfolio of resort theme parks, city-centre gateway attractions and LEGOLAND(R) Resorts which span across the UK, US, Western Europe, China and Asia Pacific. Dedicated to creating experiences that inspire joy and connection, Merlin welcomes more than 60 million guests annually to its diverse global estate in over 20 countries. An expert in bringing world-famous entertainment brands to life, Merlin works with partners including the LEGO(R) Group, Sony Pictures Entertainment, Peppa Pig, DreamWorks and Ferrari to create destinations where guests can immerse themselves in a wide array of brand-driven worlds, rides and uplifting learning experiences. Scott Atwood Co-Owner, Writer, Webmaster Scott Atwood is the Co-Owner, Co-Creator, and Webmaster of The Main Street Mouse, one of Florida's leading Disney and theme park news sources. With an 18-year background in technical support and systems management, Scott brings a detail-oriented, research-driven approach to everything he does - from managing the technical infrastructure of TMSM to covering the latest Disney news, Marvel updates, and technology developments. As Project Planner and Business Relations Manager for TMSM, Scott works behind the scenes to ensure the site runs smoothly while also contributing articles on topics he's passionate about - including Star Wars, Marvel, Disney Parks, and the latest in tech and pop culture. What started as a hobby alongside his wife Michele has grown into a full-time labor of love, reaching Disney fans across the country every day. Scott is also Co-Host of the TMSM Weekly Podcast and Co-Owner of the House of Mouse Expo. He feels blessed to spend his days doing what he loves alongside his best friend and partner in all things Disney. Walt Disney World Marvel Star Wars Disneyland Movies Disney Parks Mouse Fan Travel(R) an Authorized Disney Vacation Planner, has been planning and creating magical Disney vacations since 2005. Their mission is to provide premium service and expert advice to help you get the most for your vacation time and dollar. Their Disney Travel Agents operate with the highest degree of integrity and will handle your family vacation, reunion, honeymoon, corporate incentive trip or getaway, as if it were their own. They pride themselves on expertly representing and advocating for you - their client. The next time you and your family are planning a Disney vacation, visit Mouse Fan Travel for your no obligation quote or to answer any Disney vacation questions you may have. Are you looking for a beach vacation, tour or cruise to destinations across the globe? Visit MEI-Travel for exceptional expertise with ZERO agency fees.