Merlin Entertainments Simplifies Annual Pass Offering

Merlin Entertainments has announced a major refresh of its Merlin Annual Pass offering, introducing a simpler and more streamlined structure designed to make membership options clearer and more accessible for guests.

The update, shared with passholders via email on 15 October 2025, forms part of a wider initiative by Merlin to simplify its product range and strengthen value across its UK attractions portfolio.

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Key Changes to the Pass Range

As part of the new structure, Merlin will discontinue new sales of its Discovery and Silver Passes, focusing instead on the Gold and Platinum tiers. The move aims to make it easier for customers to understand the benefits available at each level and choose the right option for their needs.

In addition, Merlin has removed all sign-up fees for new memberships, lowering the barrier to entry and offering a more flexible, straightforward purchasing process. Monthly prices for new Gold and Platinum memberships have been adjusted to reflect this new structure.

Existing Platinum Members will see no immediate changes to their benefits or pricing. Merlin has confirmed that all current members will receive at least 30 days’ notice of any future updates, in line with its customer agreement.

A Move Toward Simplicity and Transparency

Merlin says the changes are part of “a wider refresh designed to simplify our range and deliver even better value across the board.”

By consolidating its tiers, the company is responding to growing demand from customers for clear, transparent membership options. Simplifying the range also supports Merlin’s long-term digital strategy — creating a more consistent and user-friendly experience across its online platforms and attraction network.

What This Means for Passholders

For existing Discovery and Silver Passholders, all current benefits will continue to apply until renewal. Customers will then be able to upgrade or switch to one of the remaining pass types when their current pass expires.

The update ensures that long-term members retain stability and value, while new customers enjoy a more straightforward path into the Merlin Annual Pass community — one of the UK’s largest attraction loyalty programmes.

Looking Ahead

Merlin Entertainments’ decision to simplify its pass range marks a proactive step in aligning its membership offering with evolving guest expectations. By reducing complexity and removing barriers to entry, the company continues to strengthen its focus on accessibility, transparency, and guest experience across its attractions.

Source: Merlin Entertainments email to passholders, October 2025