ISO-Gruppe, a specialist provider of cutting-edge IT solutions for the attractions industry, has shared details of a recent partnership with Merlin Entertainments, where its software has transformed the booking experience.
Speaking about the challenges faced before implementing ISO software, Dean Jones, senior manager for Merlin Entertainments Short Breaks USA (Legoland Vacations), says: “The internet booking engine [we had] simply did not meet our needs. Before we were using ISO, the problem was that we had multiple journeys for our guests; they had to go to one place to purchase tickets to the theme park and another place to purchase hotel rooms.
“This would result in more frustration for our guests and in lower overall revenue because the more places they have to go to purchase things, the more frustrated they get and the less likely they are to purchase additional products.”
Now, with ISO-Gruppe’s solution, customers can book theme park tickets and hotel rooms in one place, reducing frustration and simplifying their journey. This means higher conversion rates and improved revenue management through an integrated system.
“We want our guests to visit our website and feel excited about coming to us, and once they’re in that booking journey, we want to carry on that excitement all the way from thinking, ‘Should I visit this theme park?’ to booking [their] journey with us.
“Having one software across all of our parks means all our parks operate and sell in the same way, so we’ve got consistency across our estate and our teams.”
Higher conversion rate & increased guest satisfaction
The unified platform also lets customers purchase additional products like Fast Track tickets and restaurant vouchers easily. This results in increased upselling opportunities and higher average order values per customer.
“The immediate result we saw after implementing ISO was much better KPIs and higher guest satisfaction with their interaction with our website,” says Jones. “We saw a higher conversion rate and an increase in average basket values. So, the big benefit of the ISO solution is that it makes our guests’ journey much easier.”
The streamlined booking process results in higher guest satisfaction and better interaction with the website. This not only fosters customer loyalty and repeat visits but also reduces the reliance on call centres, lowering staffing costs and increasing operational efficiency.
Artur Isaak, director of international projects at ISO-Gruppe, says: “ISO’s integrated Pacific Reservation & E-commerce solution has transformed guest experiences for Merlin Entertainment‘s global theme parks. By simplifying bookings, enabling personalized packages, and enhancing service efficiency, it provides everything guests need for a seamless and memorable visit – all in one place. This innovation empowers theme parks to deliver convenience, connection, and a truly elevated experience.”
“For me personally I enjoy working with ISO because they have a good sense of humour and they are very good problem solvers,” adds Jones. “We work together as a partner; they are helping us with our business and they want to see our business succeed.”
With decades of expertise, ISO-Gruppe enables operators to enhance guest experiences, optimise operations, and drive revenue through its comprehensive suite of software products and services.
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