Case Study: Alton Towers Resort achieves happier visitors and actionable insights with SmartSurvey

Delighting visitors by using customer surveys to find out what will make them smile

Alton Towers Resort, operated by Merlin Entertainments, is a major theme park, water park and hotel complex serving millions of visitors. To understand guest experience across seasonal events like Scarefest, hotel stays and new attraction launches, Alton Towers Resort needed timely, consistent feedback from multiple channels (on‑site tablets, post‑stay CRM emails, social media and event touchpoints). They adopted SmartSurvey software to run research surveys and capture first‑hand customer insight.

SmartSurvey enabled Alton Towers Resort to create fully custom, branded surveys on a bespoke domain and deploy quick research projects across social, email and face‑to‑face tablet channels. The platform’s data feeds leadership reports that record and track progress, benchmark performance against prior indicators and measure results versus targets, helping teams prioritise improvements for events and attractions. Alton Towers Resort also cites faster insight turnaround, increased customer trust through branded surveys and responsive support from the SmartSurvey team.

Alton Towers Resort