corporate passes

Madrid, Wednesday, 19 November 2025.
Parques Reunidos has started selling its BonoParques multi-park passes through Alternativa Sindical in Madrid, opening a union-affiliated employee-benefits channel for Parque Warner, Parque de Atracciones, Zoo Aquarium de Madrid and Faunia. For retail and operations teams this move signals a deliberate distribution shift: third-party B2B/B2E partnerships can drive off-calendar visitation, complicate yield and capacity management, and create potential channel conflict with direct and agency sales. Contractual terms, revenue recognition and blackout control will determine margin impact and crowding risk across Madrid assets. Short-term gains in penetration among employee groups and families may require tighter reservation rules and dynamic caps to protect peak pricing and guest experience. Monitoring uptake patterns — weekday versus weekend conversion, redemption timing and incremental spend per passholder — will reveal whether the union platform is additive or cannibalising existing channels. This partnership illustrates Parques Reunidos’ broader strategy to diversify distribution in its mature European market and long-term positioning.

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.