Attraction World Group Enters Multi-Attraction Pass Market with Open Pass Acquisition

With new investors and sales rebounding, the attraction ticket reseller is seeking to refresh the brand post-pandemic and enter new markets

Reading Time: 2 minutes 24 seconds

Attraction World plans to expand Open Pass into new cities and destinations across Europe and will provide white-label platforms for distributors and DMOs, Olly Nicholls, CEO of Attraction World Group, said at the Travel Innovation Summit in Seville, Spain.

Currently, Open Pass operates in 11 cities in the UK. Nicholls said that the group was looking to expand the multi-attraction pass in Spain, Amsterdam and Berlin. Attraction World currently works with Go City and is building relationships with CityPass and Sightseeing Pass in the U.S.

Multi-attraction passes can offer attraction operators the opportunity to find new pools of customers domestically and internationally. They offer travelers discounted rates and the convenience of access to multiple attractions with a single pass.

Arival research published earlier this year showed that travelers made 30 million visits using a pass in 2019. 12% of U.S. and European travelers buy a pass and 48% are aged 18–34.

Arival 360 | SAN DIEGO 2024

30 September – 3 October 2024

Insider Pro Access Members Save 20%

THE event of the year for solutions-focused In-Destination Experience
creators and sellers

Save up to $660 with the Spring Savings ticket

Learn More

Attraction World will also begin to package tours along with attraction tickets, as well as rebranding as Attraction World Group.

After “two years of fighting” following the collapse of Thomas Cook and through the pandemic, Attraction World was very lucky to be acquired by Ten Oceans Private Equity, Nicholls said.

“We were very lucky to attract a VC investor back in June,” he said. 

“It’s allowed us to recruit, change our strategy regarding distribution and product supply, and we acquired Open Pass, which is a multi-attraction, B2B pass supplier.”

Open Pass currently has 500 attractions in the UK connected through an API. Attraction World works with 50,000 operators and 1,000 to 1,500 distributors globally.

These distributors include DMCs, travel agents, airlines and rail companies who can work through curated white labels built with the help of PrioTicket.

Recovery Is Gaining Steam

Attraction World Group Enters Multi-Attraction Pass Market with Open Pass Acquisition Arival Ben Finch
Attraction World has seen strong recovery in Orlando, where it was strong before the pandemic — Elijah Chen / Unsplash

The group is beginning to see a recovery in travel, with numbers close to 2019 — particularly in Orlando, a market in which it has been strong historically. The interview was carried out before the discovery of the Omicron Covid variant. 

Nicholls said: “We’re seeing pent-up demand and the numbers are incredible. We don’t know when that will plateau out, but we can see that customers want to do things.

“People are now traveling with intent. They’re not traveling just for a break because they’ve spent two years planning for this.”

That planning means the group is seeing longer booking windows, but also a desire for much more flexibility. Holiday makers are increasingly using travel agents again too, Nicholls said, and he expects the high street travel agent to have a resurgence because of constantly changing restrictions.

More than Just Attractions

Attraction World is currently going through a brand refresh to help reeducate the market on what the company does. 

“We’ve always sold other areas. The name Attraction World has always stood out — they only sell attractions. Ticket-wise, we probably sell more tours or museums or what you’d call activities.

GET ON THE LIST!

Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.

Sign Up
Print Friendly, PDF & Email

Trending

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].