Madrid, Wednesday, 10 September 2025.
Last Tuesday Parques Reunidos began distributing its multi-park season pass (BonoParques) via a trade-union partner, Alternativa Sindical, covering Parque de Atracciones, Parque Warner, Zoo Aquarium de Madrid and Faunia. For retail and revenue managers this move is notable: it converts a membership-based cohort into a third-party B2B/B2E distribution arm, enabling the operator to shift visitation demand, monetize off-peak periods and grow affinity sales without altering direct-channel pricing. Operationally, expect new inventory allocation rules, blockout and capacity-management implications for annual passes across four assets, plus fresh upsell and cross-park yield opportunities. The arrangement also has employee-relations optics that could influence adoption and redemption patterns. Retail professionals should monitor uptake, redemption timing, average trip spend and guest flow this season to recalibrate staffing, marketing segmentation and yield tactics. The most intriguing fact: Parques Reunidos is leveraging a union-affiliated sales route to expand season-pass reach and manage demand without permanent changes to direct retail offers.