Merlin Entertainments Is Looking to Drive More Business With an Investment in Big Bus
Photo Credit: A Big Bus takes tourists around London. Flickr / EDDIE
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With a small stake in Big Bus, Merlin is trying to diversify its entertainment offerings — not a bad move considering the poor performance of its theme park group last year.
The operator of Legoland, Madame Tussauds, and the London Eye is now in the bus business.
UK-based Merlin Entertainments, which has a portfolio that also includes hotels, aquatic attractions and other theme parks, said Thursday that it had invested more than $34 million for a 15 percent stake in Big Bus Tours.
The sightseeing transportation company offers hop-on, hop-off bus tours in 18 cities around the world, including eight where Merlin has attractions.
Merlin Entertainments CEO Nick Varney said during a presentation that in those markets where both companies operate, Big Bus will sell Merlin tickets and Merlin attractions will
