Merlin Entertainments Elevates the Guest Experience Across Global Attractions with NiCE CXone

NiCE today announced that Merlin Entertainments, a world leader in branded entertainment destinations, is leveraging NiCE’s industry-leading CX AI platform, CXone, to power AI-driven guest experiences across its global portfolio, including world-renowned brands such as LEGOLAND® Resorts. Merlin operates more than 140 attractions across 24 countries, combining LEGOLAND resorts, Madame Tussauds, and SEA LIFE with regional thrill parks; in 2025 they welcomed 60.5 million guests across all attractions.

Merlin Entertainments selected NiCE CXone to create a more connected, AI-powered guest experience across its global attractions. By bringing together every stage of the guest journey—from trip planning, ticketing, and reservations to in-park support and post-visit engagement—Merlin is delivering faster, more personalized service while reducing guest effort, improving first-contact resolution, and strengthening guest loyalty.

The organization has recorded measurable gains as this transformation advanced over the past year: its “Likely to Recommend” score increased from 8.3 to 9.3 and its CSAT for helpfulness rose from 8.3 to 9.4, while issue resolution rates improved from 75% to 95% and call answer rates rose from 78% to 93%.

NiCE CXone is intelligently orchestrating interactions, automating routine requests, equipping employees with real-time guidance, and routing complex inquiries to the right expert without delay. This has enabled Merlin to scale service more efficiently, increase employee productivity, and deliver consistently high-quality experiences across its global portfolio.

“From LEGOLAND to Madame Tussauds, every visit should feel effortless and memorable for our guests,” said Naomi Sale Hancock, Director of Guest Service and Standards, Merlin Entertainments. “With NiCE, we can connect customer journeys across our resorts and attractions, giving our teams the tools to respond faster, solve issues sooner, and keep the focus where it belongs on creating great experiences that guests want to come back for.”

“Merlin Entertainments is embracing an AI-first customer service model that puts connected, personalized guest experiences at the heart of every interaction,” said Darren Rushworth, President, NiCE International. “From planning a visit to post-visit engagement, NiCE CXone enables Merlin to seamlessly orchestrate guest journeys across its attractions, empowering employees with CX AI to deliver faster, more proactive service while driving operational efficiency and stronger guest loyalty.”

To learn more about the NiCE CXone platform and its AI capabilities, please visit our website here.