Merac is marking its first year under the ownership of Managing Director Andy Povey, following a period of product investment, platform development and renewed growth across the attractions sector.
The business has long been known for attraction ticketing, supporting operators with admissions, memberships and visitor transactions. Since the acquisition in 2025, Merac has focused on building on that heritage while expanding its offer beyond traditional ticketing.
Over the past year, the team has invested in new products, strengthened integrations and developed a more connected platform for operators that need to manage multiple parts of the visitor journey. Today, Merac brings together ticketing, memberships, retail, catering and guest engagement within a single ecosystem.
For attractions, this connected approach is becoming increasingly important. Guests move from online booking to arrival, food and beverage, retail, memberships and return visits without thinking in departmental terms. Operators, however, often rely on separate systems across those touchpoints. Merac’s development strategy is focused on reducing that fragmentation.
Product Investment Across The Visitor Journey
A key development has been the launch of Merac’s new food and beverage kiosk solution. Within two months of launch, the solution processed more than £500,000 in sales. Attractions using the kiosks have also recorded an average 30% increase in transaction value compared with traditional till-based ordering.
For attraction operators, this points to the commercial value of self-service technology when it is built into the wider visitor experience. Kiosks can reduce queue pressure, support upselling, improve order accuracy and free staff to focus on fulfilment and guest support.
Merac has also introduced ticket kiosks designed to streamline admissions and reduce pressure on frontline teams. These can be particularly useful at peak entry times, when slow processing can affect guest flow and staff resource.
Mobile point of sale has also been added to the platform, giving operators more flexibility to sell across a site. This can support temporary retail points, outdoor events, seasonal activity and pop-up commercial locations.
Alongside these tools, new guest and member portals have been developed to simplify bookings, renewals and account management. This gives visitors and members greater control while helping operators reduce administrative workload.
Engagement Powered By Visitor Behaviour
Merac Engage is another important part of the company’s expanded platform. The solution helps attractions build stronger visitor relationships through personalised and automated communications informed by customer behaviour and engagement data.
This is an increasingly important area for attractions seeking to grow repeat visits, membership value and secondary spend. Operators need to understand not only who visits, but how they book, what they buy, when they return and which messages drive action.
By connecting commerce, ticketing and engagement data, Merac aims to give attractions a clearer view of the full guest journey. This can support better marketing decisions, stronger segmentation and more relevant communication after the first visit.
Building On Heritage With Future Investment
Reflecting on the first year, Andy Povey has described Merac as a business with strong heritage, loyal customers and significant potential. Since taking ownership, the company’s focus has been on listening to operators and developing tools that address practical challenges across the attraction environment.
Looking ahead, Merac will continue investing in platform development, guest engagement capability and deeper integrations. Its long-term aim is to help attractions connect every stage of the journey, from online booking through to on-site spending and repeat visitation.
For the wider visitor experience sector, Merac’s progress reflects the growing importance of integrated technology in attraction operations. Ticketing alone is no longer enough. Operators increasingly need joined-up systems that support revenue growth, reduce friction and give teams better insight into how guests behave across the whole venue.
