jon81uk
TS Member
Correct me if I am wrong (probably am) but I always thought Merlin just wanted to get as many people in to the Park as possible (hence the 2 for 1's etc everywhere). Once the Park was packed, they then could make a killing on fast tracks etc. Human nature probably makes it an easy sell as:
1) people think they need it to do everything
2) they got a discount to get in so feel it is ok.
It definitely looks like they are trimming back on them and probably can as the demand for staycations is sky high.
That was the thinking before the pandemic. But then last year they didn’t sell fastrack and park numbers were capped. If the park is selling out there is no need to discount.
Weekend demand continues to be high this year, as you say many people are doing Staycations. This is also why the only annual pass available for Merlin is the weekday only pass, they don’t need to lower prices to get people in at weekends right now.
Also if Blackpool and Paulton can sell at full price there is no reason Alton Towers should be charging less.
And there is a value perception issue, if you are pricing the park at £52 just so the half price is the right price, then guests expect a product worth £52.