Klook and Legoland parent Merlin agree global partnership

Tie-up to enhance marketing promotions, user experience and data analytics

Klook and Legoland parent Merlin agree global partnership

Fast-growing activities booking app Klook and Legoland parent Merlin Entertainments have struck a partnership to enhance the guest experience.

The UK-based theme parks operator said the global tie-up was agreed with the modern mobile traveller in mind.

It added it will “enhance guest experiences at eight Merlin attractions across Asia through a series of marketing promotions, user experience optimisation, data analytics, and information exchange”.

C.S. Soong, general manager for the southeast Asia region at Klook, said: “Travelers are more tech-savvy than ever; they do their research before every journey, and are constantly searching for convenient and value-for-money solutions.

“We are confident that this new collaboration with Merlin will provide overall better experiences for travellers who are visiting Merlin’s many attractions.”

Klook provides instant confirmation for its users for over 100,000 tours, activities and tickets at more than 270 destinations around the globe. Merlin operates more than 120 attractions.

The Hong Kong start-up said it drives its users to its merchant partners using insights about the region’s market and travel trends.

It added its partners can use it to tap into the fast-growing Asian market, while travellers are connected with the best experiences a destination has to offer.

Susan Ang, Asia marketing director at Merlin Midway Asia, said: “Merlin’s partnership with Klook is an important step in our global strategy.

“The company is perfectly positioned to help us better engage with travellers in Asia through its industry and consumer insights, rapidly growing consumer base, and convenient mobile platform.

“We’re excited to work with Klook, a leader in the region that brings a wealth of insights and expertise to the table.”

Under the new agreement Klook and Merlin will collaborate in the following areas:

User experience optimisation
Klook users can enjoy exclusive benefits for more seamless access to Merlin’s immersive attractions, including Legoland Japan in Nagoya, Legoland Discovery Center in Tokyo and Osaka, Busan SEA LIFE Aquarium, SEA LIFE Bangkok Ocean World, and Madame Tussauds in Singapore, Bangkok, and Tokyo.

Marketing collaborations
In 2019, Klook and Merlin will launch a series of marketing initiatives and special promotions that modern mobile travellers will love. More information will be announced throughout the year.

Instant confirmation
With the rise of mobile dependence among travellers and increasing preference to arrange things on-the-go via mobile devices, Klook users can now get their bookings with Merlin attractions instantly confirmed; allowing travellers to instantly book tickets via their mobile devices for a faster, more convenient experience.