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he return of vacationers and households having fun with staycations has propelled gross sales and earnings for the proprietor of Legoland and Thorpe Park.
Merlin Entertainments, which is likely one of the world’s greatest operators with greater than 140 sights, theme parks and resorts, stated it had tens of millions extra guests final yr.quThe multinational group noticed its revenues surge by 60% to £2 billion over 2022, in comparison with 2021, and surpass pre-pandemic ranges.
It returned to a pre-tax revenue of £136 million after sinking to a lack of £94 million in 2021.
It got here as 56 million folks visited its sights, 21 million greater than the yr earlier than, which was affected by Covid lockdowns and social restrictions.
Nonetheless, the group has not but seen its customer numbers return to pre-pandemic ranges within the UK, with them standing at about 75% of 2019 ranges, chief govt Scott O’Neil stated.
Mr O’Neil stated that particular person theme parks sometimes elevate costs after an enormous funding at a website – such because the £17 million World Of Jumanji attraction launching at Chessington World Of Adventures final yr.
“What we’re additionally discovering is that as a result of these [visits] have gotten extra vital and greater days out, the spend appears to be greater”, he informed the PA information company.
It displays a “flight to high quality” the place folks wish to get pleasure from day journeys or brief breaks at manufacturers they know, and a higher post-pandemic appreciation of experiences, Mr O’Neil stated.
Merlin stated the start of 2023 received off to a flying begin, with revenues and guests up 30% year-on-year over the primary quarter.
Gross sales per customer grew amid the return of worldwide tourism to cities resembling London, the place Merlin runs sights just like the London Eye and Madame Tussauds.
The corporate additionally stated its sights in Asia had been recovering, after years of restrictions in China beneath its strict zero-Covid coverage, which eased initially of the yr.
Mr O’Neil added: “Though worldwide tourism numbers are returning to pre-pandemic ranges at completely different charges, home travellers searching for extra connection and experiences with household and mates proceed to benefit from the immersive and joyful escapism of our metropolis sights, resort theme parks, and Legolands by means of day visits, in a single day, and short-break stays.
“Lodging income was up roughly 55% in 2022, as friends selected to remain in our inventive choices, together with treehouses, castles, and log cabins from California to London, and we’re assured our themed lodging can be fashionable at our flagship Legoland Resort being in-built Shanghai.”
Extra folks booked stays at resorts like Alton Towers within the UK and Gardaland in Italy, Merlin stated, reflecting rising demand for staycations.
When it comes to the UK particularly, our VAT is considerably greater – double that of Spain, Italy, and France . And so we’re at a aggressive drawback
Merlin, which additionally owns Peppa Pig theme parks, is ready to open new resorts in Germany and the US subsequent yr.
The chief govt additionally referred to as on the Authorities to take “swift, decisive motion” to carry again a tax minimize for vacationers and encourage extra spending.
“When it comes to the UK particularly, our VAT is considerably greater – double that of Spain, Italy, and France. And so we’re at a aggressive drawback.
“In order travellers develop into smarter consumers, and so they do on-line comparisons, we undoubtedly are advocating for the UK to roll again the VAT.”
