We had a great time at Alton Towers recently and before at Chessington World of Adventures. We all loved rides like ‘The Wicker Man’ and my son and I loved Galactica and Nemesis all at Alton Towers... See more
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We come extremely often to the number1 team park Alton Towers indeed.All though we have platinum passes, we have NO desire to go anywhere else.The staff are absolutely magical with us , they go out... See more
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First time at Alton Towers. It's a great place for the brave. We went on a very hot Friday in July. We knew it would be busy but were date restricted. The park was inundated with school trips (as we... See more
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Expensive but the perks this year are much better, appreciate the free fast-track per visit, which helps as the queues are just ridiculous!!
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Company details
Written by the company
Unlock unforgettable in 2025 with a Merlin Annual Pass - the ultimate passport that unlocks epic days out at the UK’s biggest & best attractions! Get access to Britain’s most thrilling and awesome experiences, plus exclusive discounts and perks. Say YES to an EPIC season of fun! Merlin Annual Pass is your portal to incredible adventure, heart-racing rollercoasters, and so much more. With a Merlin Annual Pass, you can visit over 20 attractions including Alton Towers, Thorpe Park, The LEGOLAND® Windsor Resort, The London Eye, and SEA LIFE Aquariums. You’ll never be bored during the holidays again, whether it’s a soggy Sunday, a wickedly fun Wednesday, or a terrific Tuesday filled with thrills. Grab your Pass for an epic adventure for the whole family!
Contact info
Arbor Building, 16th Floor 255 Blackfriars Road London , SE1 9AX, London, United Kingdom
- 01372 751411
- info@merlinannualpass.co.uk
- merlinannualpass.co.uk
3.8
Great
2K reviews
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Fantastic value!
Annual passes were included in a hotel break to Legoland Windsor. This was part of their 30 year celebration. Since then we have been enjoying free family days out at different places in the Merlin group.
16 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi K Gibson,
Thank you for sharing your feedback. It’s wonderful to hear that you were able to take advantage of the offer where Merlin Passes were included within your hotel stay. We hope you had a lovely stay at Legoland and look forward to you continuing to enjoy your pass across all of our attractions throughout the year.
Kind regards,
Great value with merlin pass now its…
Great value with merlin pass now its easier to book on the portal with more days available.
Food and drinks are a bit expensive however they have gone up everywhere so cant complain. Queues are always too much aa usual. Staff members are at our recent visit at Chessington park were good and helpful.
So overall happy.
Regards
Umesh
14 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Umesh,
Thank you for your lovely feedback!
It is great to hear that you have found excellent value in your Merlin Pass and that you have found the booking system easy to use. That is always our goal, so it is fantastic to know it is working well for you.
To ensure our parks remain accessible for everyone, two of our Annual Pass types include discounts on food and beverage, along with a range of promotions available at certain times throughout the year. This helps us remain competitive while continuing to offer great value for all our guests.
It is also lovely to hear that you found our staff helpful. They work hard every day to provide our guests with the best possible experiences, and they will be delighted to receive your feedback.
Thank you again!
Kind regards,
WHY WE COME TO THE NUMBER ONE RESORT
We come extremely often to the number1 team park Alton Towers indeed.All though we have platinum passes, we have NO desire to go anywhere else.The staff are absolutely magical with us , they go out there way to make sure we are having a fantastic time.
Howard the parks CEO is doing a fantastic job, he's very keen to see the little hick ups and iron them out , bit by bit there are massive improvements going off everywhere you look , Yes he's trying his absolute best to turn the Resort around and it's an enormous task indeed.Many people who we chat to are absolutely buzzing,how in such little time Howard has been on park , the improvements are getting noticed and we thank him and all staff to see desires to make Magical Memories Happen. Thee ONLY issue we have is with the passes, as when you scan the passes at the till, discount is NOT applied and so staff have to do it manually. Other than this , WE ABSOLUTELY LOVE THE PARK AND ESPECIALLY THE STAFF , RESPECT TO THE WHOLE TEAM .. WISHING YOU ALL THE BEST FOR THE FUTURE, LOVE FROM ESMAY VIP AND JAMIE AND SARAH XXX
14 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Jamie,
Thank you for amazing feedback!
This is truly a lovely read, and we cannot express enough how wonderful it is to hear your positive feedback about Alton Towers. It is fantastic to hear about your experience with our staff, and they will be delighted to receive your comments.
Everyone works incredibly hard to ensure that Alton Towers, along with the rest of our attractions, remains a place where guests can enjoy a truly magical and unforgettable day out. We will continue working behind the scenes to make improvements and listen to guest feedback to ensure all our visitors have the very best possible experience.
Thank you once again and we can't wait to see you soon!
Kind regards,
So many attractions to explore
So far we've used our essential MAP at Alton Towers for 2 days, Thorpe Park for 2 days, York dungeons, London dungeons, Sealife in London, the London eye, Shreks adventure, Madame Tussauds and are planning a trip to Edinburgh dungeons! Having a MAP opens your horizons to what is out there and we have enjoyed every attraction, such amazing value for money!
9 June 2026
Unprompted review
Reply from Merlin Annual Pass
Dear Guest
Thank you so much for the lovely review! It’s truly wonderful to hear how many of our attractions you’ve visited and how much you’re making use of your pass.
We hope you continue to enjoy many fantastic days out with us and have the opportunity to visit even more of our attractions that you haven’t explored yet. We look forward to welcoming you to the Edinburgh Dungeons soon!
Kind regards,
It's our first year with Merlin pass
It's our first year with Merlin pass, soooo happy!!! Easy to book! Discounts at café's. Still looking forward!!! Definitely worth it 👌 and recommended ❤️ we will update ourselves for next year too!!!
31 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Marina,
Thank you for sharing your wonderful feedback. I am so pleased to hear that you have had such a great experience and are enjoying your Merlin Pass. That is exactly what we aim for, and it is fantastic to know that you are planning to continue to do the same next year.
We are also pleased to hear that you have found the booking system easy to use. That is always our goal, so it is great to know it is working well for you.
We look forward to welcoming you back to our attractions and to sharing many more wonderful experiences with you.
Kind regards,
The park is nice and clean
The park is nice and clean. Well kept and the gardens are beautiful. My gripe is that the food outlets are way too expensive. £9.75 for one Hot Dog. And it isn’t even a real sausage. Just a brine cooked one. When there are four of you this make a huge dent in your wallet. Then there is a drink and later maybe an ice cream.
Everyone is struggling financially and this park is getting beyond the reach of most families.
Take the fast track. I stand in line for hours only for people to basically pay to queue jump. Again. This isn’t fair. Just because they have the disposable income to afford to buy the tickets, it’s creating a have and have not almost class system.
Come on Merlin. Make it a place where everyone is equal regardless of money availability
14 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Julie,
Thank you for sharing your feedback.. We are pleased to hear that you found the park clean, well maintained, and that you enjoyed our gardens.
We understand that a day out can be a significant expense, particularly for families, so we regularly review our pricing and offerings to ensure we provide a range of options across our outlets that are suitable for everyone. As with many of our competitors, our prices can vary depending on location and the products on offer
Regarding Fast Track, we appreciate your comments. Fast Track is a service we offer designed to provide guests with flexibility in how they experience the park. We understand it may not be suitable for everyone, and we are always reviewing our operations to ensure we continue to balance guest experience across all our visitors.
Once again I thank you for sharing your thoughts and can assure you we are constantly reviewing guest feedback.
Kind regards,
Merlin annual pass
We purchased the Essential Merlin Annual Passes and have absolutely loved having access to so many different venues this year. As a family with a 4-year-old who is a total thrill-seeker, it has been fantastic!Alton Towers is our closest venue and we have already visited 4 times, alongside amazing trips to SEA LIFE Birmingham and Warwick Castle. We also have Chessington and Legoland booked for October, and plan to add Cadbury World soon.The pass offers incredible variety, and it has easily paid for itself. We will definitely be renewing next year and are even considering upgrading to the Gold Pass for the extra perks. If you are debating getting a pass for younger children, we cannot recommend it enough!
14 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Dawn,
Thank you so much for your wonderful feedback.
To hear that you have been able to enjoy these experiences is amazing, and it’s truly lovely to hear that you will continue this into next year and are potentially considering upgrading to our Gold Pass.
We are delighted to be able to offer a range of attractions suitable for all different ages, and it’s wonderful to know that even your adventurous 4-year-old is able to experience the thrills we strive to provide. We’re also pleased to hear that you find great value for money in your visits, making it even easier to enjoy everything we have to offer.
We can't wait to welcome you back soon.
Kind regards,
Reply from Merlin Annual Pass
Dear Guest,
Thank you for your review. We’re pleased to hear that you feel our passes offer great value for money, and that they’ve enabled you to explore all of our attractions.
We look forward to welcoming you to one of our attractions soon!
Kind regards,
Great pass, amazing memories
Great pass, so many different options and locations to explore, having a merlin pass means we make time for family days out without the worry of high costs except food (picnic) and parking, before the pass I would rely on the sun newspaper for theme park visits, I regret not paying for the option with parking included, wish there was an option to add as didn't need any of the other add ons of the better option as bought the whole family passes, wanted to do this for years but couldn't justify the price a great Christmas present we've had a great year so far currently planning a trip this weekend 😊. Only downside you cannot turn up, needs to be pre booked and school holidays can book up fast, infuriates me that I then can't book with my pass but could pay for tickets and attend hadn't realised when I bought I had visions of us spontaneously going on days out, booking process pretty simple. If you need help staff are very helpful and get back to you quickly. Highly recommend, the pass pays for itself after one trip to Londond with some careful planing shrek, London eye, sea life and London dungeons all located together. Great way to get the kids out of the house and off of their device.
16 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Guest,
Thank you for sharing your feedback.
I am pleased to hear that you are able to plan family days out and create magical memories together. Our aim is to make our attractions accessible for everyone, and we are always reviewing our pass types and the benefits included in each one. We understand that certain pass types may not be suitable for everyone, but we hope that across our range of offerings there is a pass that best suits individual needs. This is continually reviewed, taking guest feedback into account.
Regarding pre-booking, we ask guests to do this so we can monitor park capacity and ensure that health and safety standards are maintained, allowing all guests to feel safe and enjoy a great day out. Although pre-booking is required, this can be done at any time, including on the same day, should a spontaneous visit be planned. However we are aware on peak days this can be harder. We are pleased to hear that you have found the booking system easy to use. That is always our goal, so it is great to know it is working well for you.
It really makes us happy to hear that you have gained so much enjoyment and value from your pass. That is exactly what we aim for and we look forward to welcoming you back this wekeend!
Thank you again for sharing your feedback!
Kind regards,
My son and I would like all the rides…
My son and I would like all the rides to be open when we arrive this is due to the amount of visitors if you spread visitors around the rides the cues may be better also even loading rides try to get them out full eg two people who don’t mode single riding to fill vacant spaces and shared boats on the rapids
Battle gallons guns were non operational so the ride was pointless and the falls weren’t working on the rapids
27 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Krista,
Thank you for sharing your feedback. We appreciate that when some of our rides are closed, this can be frustrating, and there can be a number of reasons for this. However, we do not take the decision to close rides lightly. Health and safety across our parks is of the utmost importance. We aim to reopen rides as quickly as possible while maintaining the highest health and safety standards.
We also understand that this can have a knock-on effect on queue times for other rides, but I can assure you that we take every possible step to manage this as effectively as we can. We will continue to review our processes for situations like this and make ongoing improvements, all while maintaining our high health and safety standards.
We are always reviewing the offerings within our parks, and our teams work hard behind the scenes to keep our attractions up to date and to introduce new and exciting experiences for our guests.
We thank you again for sharing your feedback.
Kind regards,
Great offer on the Merlin pass
Great offer on the Merlin pass. Fab Christmas present for someone to enjoy many more treats for the whole year!easy to book.
16 December 2025
Unprompted review
Reply from Merlin Annual Pass
Dear Guest,
Thank you so much for your feedback, it’s lovely to hear that you find the booking experience smooth and we’re delighted to be able to offer a product that can be enjoyed all year round, helping you create wonderful memories throughout the year
We can’t wait for you to enjoy more days out at our attractions.
Kind regards,
Great variety of attractions to go to
7 June 2026
Unprompted review
Reply from Merlin Annual Pass
Dear Guest,
Thank you so much for your feedback! It’s wonderful to hear that the variety of attractions allows you to enjoy so many fantastic days out.
We look forward to welcoming you back again soon and creating more magical memories!
Kind regards,
Merlin Passes
Its okay, funny thing is with a student discount price is the same as when its discounted few times a year. Definitely not enough perks or major differences in perks from Gold to Platinum also fast track should Definitely be included for Gold and Plat members.
1 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Aahil,
Thank you for taking the time to share your feedback.
While we do run promotions throughout the year, we are proud to offer our student discount all year round, providing eligible guests with ongoing savings and value.
Last year, we reviewed the benefits available to our Gold and Platinum Passholders and took guest feedback into consideration. As a result, Platinum Passholders are entitled to a range of exclusive benefits, including complimentary Bring a Friend tickets, a One-Shot Fast Track for each visit, Freestyle Cup and refill vouchers, as well as a number of other perks designed specifically for Platinum members.
We understand that guests may have different views on which benefits should be included within each pass type, which is why we continually review our pass offerings and take customer feedback into account when considering future changes..
Thank you again for sharing your feedback.
Kind regards,
Absolutely overcrowded and ridiculous…
Absolutely overcrowded and ridiculous prices of parking. Also parks look very dated. Not worth the money.
13 June 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Mateja,
Thank you for taking the time to share your feedback with us.
We are aware that our attractions can be extremely busy, particularly during peak periods. Our staff work hard during these times to ensure all guests have the best possible experience while maintaining the highest standards of health and safety.
We understand that parking prices have increased over the years, in line with many other attractions and competitors. This is one of the reasons why complimentary parking is included with two of our Annual Pass options, a benefit that many of our passholders greatly value.
I am sorry to hear that you feel this way. Our teams take great pride in maintaining our attractions to a high standard, ensuring they remain clean, welcoming, and enjoyable for all guests. We are continually investing in our attractions, with ongoing work taking place behind the scenes to enhance our parks and introduce exciting improvements and new experiences for our visitors.
Kind regards,
Very easy to book tickets for the…
Very easy to book tickets for the parks, QR code available very quickly. Thorpe Park has dedicated passholder entrance stiles, so less queues than standard ticket holders.
7 June 2026
Unprompted review
Reply from Merlin Annual Pass
Dear Guest,
Thank you for your feedback! We’re thrilled to hear that our booking system makes it easy for you to plan and enjoy your visits with us.
Our teams work hard to make every stage of the guest journey as seamless as possible, so it’s wonderful to hear that this has had a positive impact on your visits.
Kind regards,
Love going the theme parks with my kids…
Love going the theme parks with my kids always a lovely day out.
Staff are always helpful and parks are always clean
6 June 2026
Unprompted review
Reply from Merlin Annual Pass
Dear Guest,
Thank you so much for the lovely feedback! We’re so pleased to hear that you love our theme parks and have enjoyed some wonderful days out with us.
We really appreciate your kind comments, and our staff will be delighted to hear them. They work incredibly hard to deliver fantastic experiences and memorable days out for all of our guests.
We look forward to welcoming you back again soon!
Kind regards,
Website always glitches
Website always glitches, customer services always apologise for the “temporary issues”. Merlin in general clearly use an outdated system and an outdated customer service model. I’ve had response to issues months later, months after the day of the planned activity was due to happen. It’s an outright shambles and when trying to escalate a complaint to someone competent I just get the same generic apology.
15 March 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Kayleigh,
Thank you for taking the time to share your feedback with us.
We understand that when our system experiences technical issues, it can be frustrating. Please be assured that our teams work hard to resolve any issues as quickly as possible and are continually looking for ways to improve and provide a seamless experience for our guests.
Due to a high volume of emails and calls over the past few months, our response times have unfortunately been longer than usual. Our customer service team is currently responding to enquiries as quickly as possible, and we appreciate your patience and understanding.
We endeavour to provide all of our guests with the highest level of customer service and take any concerns or complaints raised seriously. Therefore, I am sorry to hear that you feel this way and apologise that your experience has not met your expectations.
If you would like to discuss the issues you are experiencing in more detail, please feel free to call us on 01372 751411 between 9:00am and 4:00pm, Monday to Friday. we would be more than happy to assist you further.
Kind regards,
Just brilliant membership to have for a…
Just brilliant membership to have for a family with young children and good value for money .
31 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Pop Adriana,
Thank you so much for your feedback. We are delighted to hear that you are enjoying your Merlin Annual Pass.
It’s fantastic to know that it helps you and your family create memorable days out together. We’re also pleased to hear that you find it to be great value for money. We hope you continue to enjoy many more amazing experiences with your pass.
Kind regards,
Love the fact that I got it on an offer…
Love the fact that I got it on an offer and so many great family days out plus many more to come
5 February 2026
Unprompted review
Reply from Merlin Annual Pass
Dear Guest,
Thank you for your review. It’s so lovely to hear that your Merlin Pass enables you to enjoy so many family days out.
We take great pride in offering a range of promotions throughout the year, helping to make our passes accessible to as many people as possible.
We look forward to welcoming you to one of our attractions soon and helping you create even more wonderful memories.
Kind regards,
Worth having as gives lots of free access.
Worth having as gives free access to a number of places, easy to book and worked well, as we were new to Merlin did not know what would be like but found it good. A minor point is there is no option to upgrade during the year of membership.
16 May 2026
Unprompted review
Reply from Merlin Annual Pass
Hi Dave,
Thank you for your lovely review. I’m pleased to hear that you find the booking portal easy and stress-free to use. If you are thinking about upgrading, please don’t hesitate to speak to a member of our team on 01372 751411 (9am–4pm, Monday–Friday) or email us at info@merlinannualpass.co.uk, and we will be more than happy to review your account and discuss this further with you.
Kind regards,
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