INTELLIGENT CUSTOMER EXPERIENCE

Re-designing the short break experience for customers visiting Merlin's biggest resorts

Merlin

Context

Short breaks are a key growth area in the global leisure market.

Challenge

Merlin’s regional and functional structure has resulted in each theme park taking a different approach to short breaks and treating the theme park and hotels separately rather than as part of a single guest experience.

Manifesto are different. They don’t feel like consultants. They feel like true business partners. In the 18 months I have worked with them, they arrive determined to understand swiftly the nature of any problem and then provide short, sharp transformational interventions (with no hanging around like an unwanted guest) which leave our teams equipped to move on, after every project.

Emma Woods

Former Group Marketing and Digital Director, Merlin

Solution

Manifesto helped Merlin’s teams at each resort to think differently about the end-to-end guest journey, prioritising the elements Merlin needed to get right and defining the opportunities to apply personalised moments of magic through data and technology.

We also produced a single set of priorities with the resort design, marketing, technology, finance and operations teams and developed a global dashboard to track performance of the end-to-end short break guest journey consistently across all resorts.

Outcomes

We devised a new short break guest journey for all of Merlin’s global resorts that balances functional certainty with personalised moments of magic from start to finish.

We also delivered 4 quick wins mobilised to deliver immediate commercial benefits for resort teams by increasing average booking and re-book rates.

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