The operator of Legoland and Alton Towers is to step up the expansion of its theme parks into short-break destinations by adding accommodation and is considering themed hotels in cities where it operates “clusters” of attractions.
Merlin Entertainments opened 644 new rooms last year, with a 28% rise in hotel revenues, and will open 372 rooms this year. These will range from the Gardaland Magic Hotel, in Italy, to the Alton Towers Stargazing Pods, a glamping experience.
Merlin, which has about 4,100 rooms, is the world’s second biggest attractions operator, running 120 attractions, 18 hotels and six holiday villages in 25 countries. Its Midway brands include Madame Tussauds, Sea Life and the Dungeons while its theme parks include Warwick Castle and Chessington World of Adventures.
