Madrid, Saturday, 25 October 2025.
Parques Reunidos has expanded its Bono Oro Plus Empresas across Spain for 2025, most strikingly offering 40% day‑ticket reductions at Terra Mítica and Isla Mágica, with enhanced discounts at PortAventura and Dinópolis. Framed as a revenue‑management tactic to stabilise off‑peak demand, the move was flagged in union communications last Wednesday. At the same time, Experticket’s SaaS ticketing analysis shows how advanced distribution and access tools shaped the 2025 waterpark season—supporting pricing, capacity control and secondary sales across Aquópolis and Parque Warner Beach. Key operational signals for retail teams include a 98‑day average season, Wednesday as the peak sales day and an average transaction of €81.11, suggesting opportunities for mix optimisation and partner channels. Together these shifts demand refreshed contract terms, tighter channel mix strategies, refined CRM segmentation and integration requirements for ticketing vendors to enforce corporate rules, reporting and reconciliation while capturing incremental volume without eroding retail prices.
Union notice expands Bono Oro Plus Empresas across major Spanish parks
A union communication detailing the Bono Oro Plus Empresas confirms expanded employer‑level benefits for 2025 across Parques Reunidos’ Spanish portfolio, with headline reductions of 40% on day tickets at Terra Mítica and Isla Mágica, plus further discounts listed for Dinópolis (25%) and PortAventura (35%)—measures valid through 31‑12‑25 and applied at ticket offices only, not online, according to the union bulletin [1] [alert! ‘UGT bulletin shows the discount list and sale conditions but does not display a precise publication weekday to verify “last Wednesday” independently’].
Operational design: corporate passes as a revenue‑management lever
The structure of the Bono Oro Plus Empresas—large percentage reductions tied to on‑site (taquilla) purchases and explicitly non‑stackable with other promotions—signals a deliberate revenue‑management approach that favours controlled, trackable B2B sales channels over broad online discounting; the union text specifies those restrictions and purchase rules, which affect how parks can recognise and reconcile corporate‑channel revenue [1].
Ticketing analytics: Experticket’s 2025 waterpark season metrics
Experticket’s season review for waterparks highlights how a SaaS ticketing and access‑management platform supported pricing, capacity control and secondary sales across multiple sites—including Aquópolis parks and Parque Warner Beach—and reports operational benchmarks such as an average season length of 98 days, the single busiest sales day as Wednesday 6 August, the highest average attendance day as Monday 11 August, and an average transaction value of €81.11 for 2025 [2].
Commercial implications for channel mix and yield management
Taken together, the Bono Oro Plus Empresas expansion and Experticket’s platform data point to two coordinated commercial levers: targeted B2B discounts to capture incremental volume at the gate without broad online price dilution (discounts applied only in taquilla as noted by the union) and sophisticated ticketing distribution to optimise yield, capacity and partner sales across a network of third‑party resellers and access channels [1][2].
Practical effects on contracts, CRM and vendor integrations
Park commercial teams and investors should expect concrete operational changes: (a) corporate‑sales contracts will need clearer rules on eligibility, intra‑channel exclusivity and reconciliation to reflect ticket‑office validation requirements shown by the Bono rules [1]; (b) CRM segmentation must differentiate corporate pass holders and employer programmes to preserve yield on full‑price retail segments [2]; and (c) ticketing vendors will be asked to support enterprise discount rules, audit trails and reporting exports so that parks can reconcile taquilla redemptions against online channel sales and partner commissions—features demonstrated as material in Experticket’s platform reporting for the 2025 season [2].
Signals for investors and operators
For operators and capital providers, these developments underline a strategic emphasis on stabilising off‑peak demand and extracting margin from group and corporate segments via controlled discounting, while relying on modern SaaS ticketing to protect overall retail pricing and improve secondary distribution efficiency—observations grounded in the union’s listing of Bono benefits and Experticket’s 2025 season analytics [1][2].
Bronnen