Merlin Entertainments is a global operator of branded attractions, running gateway venues such as Madame Tussauds, SEA LIFE and The Dungeons, eleven LEGOLAND resorts, and resort theme parks including Alton Towers and Thorpe Park across the UK, Europe, North America, Asia Pacific, Australia and the Middle East. Much of the portfolio is built on licensed entertainment brands, drawing families and city visitors to day-out and short-break attractions.
Connecting Merlin Entertainments to Ventrata lets you resell products from operators that use Merlin Entertainments as their booking system. Ventrata reads their live availability and prices from Merlin Entertainments, and every booking you take is created directly in the operator's Merlin Entertainments account.
To learn more about Merlin Entertainments, visit merlinentertainments.biz.
Primary website | |
Tags | Custom / Proprietary Operator System |
Connection features | Availability Sync · Pricing Sync · Bookings Sync |
Developed by | Ventrata (using Merlin Trade API) |
This operator connection (also called a backend) lets you resell products from operators that use Merlin Entertainments as their primary booking system, with every booking created directly in Merlin Entertainments. Features of this connection include:
Availability Sync – live availability comes from the operator's Merlin Entertainments account.
Pricing Sync – prices come from Merlin Entertainments, or you set prices in Ventrata.
Bookings Sync – bookings post from Ventrata to Merlin Entertainments, and Merlin Entertainments issues the tickets or vouchers.
Merlin Entertainments's external API used for this connection is a custom API that does not follow the OCTO API standard, which may limit certain functionality and capabilities.
Creating the Merlin Entertainments Connection
🔐 Required Role Permissions: See Operators, Modify Operators, See Products, Modify Products
Before you begin:
You must have a commercial agreement with the operator for their rates and terms.
You must have the API key for the operator. See the steps below.
You must recreate the operator's products in Ventrata. See how to create products. The connection syncs availability, pricing and bookings, but doesn't create products in Ventrata.
Step 1: Configure the Operator in Ventrata
Ask the operator for the API key for your account.
In the Ventrata Dashboard, go to Products → Operators and open the operator. If they don't exist yet, create them as an operator first.
In the Backend Partner section, select Merlin Entertainments and enter the API key.
Press Update Operator.
Step 2: Connect Each Product
Open the operator's product in Products → Products and edit it. Check that Operator is set to this operator.
Tick Backend Connected. Tick Backend Availability to use availability from Merlin Entertainments, and Backend Pricing to use prices from Merlin Entertainments.
Press Update Product.
📒 NOTE
Merlin Entertainments sends both retail and net prices. With Backend Pricing ticked, Ventrata records the retail price as your selling price and the net price as your cost price, whatever cost percentage is set on the operator.
Mapping Products to Merlin Entertainments
‼️ IMPORTANT
Mapping tells Ventrata which Merlin Entertainments product, option and units to check availability for and book. If a backend-connected product isn't mapped correctly, its bookings fail. A red highlight across the product row shows an incorrectly mapped product.
In the Ventrata Dashboard, go to Products → Products and open the product.
Open the Mappings tab. It appears once the product is set to Backend Connected.
For each Ventrata option and unit, select the matching Merlin Entertainments product, option and units from the dropdowns, which Ventrata loads from Merlin Entertainments. Don't leave any field empty.
Press Save Changes.
📗 TIP
Make a test booking after mapping, and ask the operator to confirm it arrived in their Merlin Entertainments account.
Managing the Merlin Entertainments Connection
Update the mapping when the operator changes products, options or units in Merlin Entertainments.
Replace the key on the operator if Merlin Entertainments or the operator issues a new one.
Switch Backend Availability or Backend Pricing off on a product to use Ventrata's own availability or prices instead. Bookings still post to Merlin Entertainments.
Connection Features Detailed
This section is for anyone who wants to know exactly how the Merlin Entertainments connection works. Here the direction is the opposite of a reseller connection: Ventrata calls Merlin Entertainments, using Merlin Trade API. For each feature, it explains which calls Ventrata makes, when, and what that means for you.
In short: Ventrata asks Merlin Entertainments for availability and prices whenever someone looks at a backend-connected product, and creates every booking in the operator's Merlin Entertainments account. Merlin Entertainments doesn't send changes back to Ventrata.
Timings are typical for Merlin Entertainments and rounded, and they can change.
Product Mapping | ✅ |
You map each Ventrata product, option and unit to the operator's Merlin Entertainments product in the Ventrata Dashboard. This works as follows:
What this means for you: if something is missing from the dropdown, the operator hasn't made it available to you in Merlin Entertainments. Ask them to. |
Content Sync | ❌ |
Ventrata doesn't import product content from Merlin Entertainments. Ventrata doesn't import product content from Merlin Entertainments. You create and describe the products in Ventrata yourself. |
Availability Sync | ✅ |
With Backend Availability on, Ventrata checks the operator's live availability in Merlin Entertainments. This works as follows:
Typically with Merlin Entertainments:
What this means for you: customers book against the operator's live Merlin Entertainments availability, so you can't oversell a slot the operator has already sold elsewhere. |
Pricing Sync | ✅ |
With Backend Pricing on, Ventrata takes prices from Merlin Entertainments. This works as follows:
Merlin Entertainments sends both retail and net prices. With Backend Pricing ticked, Ventrata records the retail price as your selling price and the net price as your cost price, whatever cost percentage is set on the operator. |
Promotions Sync | ❌ |
Promotions aren't sent to Merlin Entertainments. Promotions aren't sent to Merlin Entertainments. Your Ventrata promotions still apply to the price your customer pays in Ventrata. |
Bookings Sync | ✅ |
Bookings made in Ventrata for a backend-connected product are created in the operator's Merlin Entertainments account. This works as follows:
‼️ IMPORTANT – Bookings sync one way, from Ventrata to Merlin Entertainments. If the operator changes or cancels a booking in Merlin Entertainments, Ventrata isn't notified. Ask the operator to tell you about any changes they make. |
Pickups/Dropoff Sync | ❌ |
Pickup and drop-off details aren't passed to Merlin Entertainments. Pickup and drop-off details aren't passed to Merlin Entertainments. Share them with the operator another way if a product needs them. |
Custom Questions Sync | ❌ |
Answers to your booking questions aren't passed to Merlin Entertainments. Answers to your booking questions aren't passed to Merlin Entertainments. Share them with the operator another way if they need them. |
Extras Sync | ❌ |
Extras and add-ons aren't booked in Merlin Entertainments. Extras and add-ons aren't booked in Merlin Entertainments. Only the main product, option and units are. |
Redemption Sync | ❌ |
Redemptions and other status changes in Merlin Entertainments aren't sent back to Ventrata after a booking is confirmed. Redemptions and other status changes in Merlin Entertainments aren't sent back to Ventrata after a booking is confirmed. |
Pass Walkup Scanning Sync | ❌ |
Pass walk-up scanning isn't available with Merlin Entertainments. Pass walk-up scanning isn't available with Merlin Entertainments. |
Gift Card Sync | ❌ |
Ventrata gift cards aren't passed to Merlin Entertainments. Ventrata gift cards aren't passed to Merlin Entertainments. Gift card payments stay in Ventrata. |
✅ supported · ❌ not supported
Good to know: limits and details of the Merlin Entertainments connection
Good to know: limits and details of the Merlin Entertainments connection
Live availability: availability comes from Merlin Entertainments as people browse.
One-way bookings: changes the operator makes in Merlin Entertainments don't reach Ventrata.
Custom API: Merlin Entertainments's API isn't OCTO, so some features may be limited compared with OCTO backends.
FAQs
I get an error when I save the operator's backend configuration.
I get an error when I save the operator's backend configuration.
The API key or endpoint is most likely incorrect. Check them with your operator. If the issue persists, contact our Technical Support.
There's no Backend Connected box in the product settings.
There's no Backend Connected box in the product settings.
The operator set on the product most likely doesn't have a backend configured. Check the operator's Backend Partner settings and try again. If the issue persists, contact our Technical Support.
The product, option or unit I want to map isn't in the dropdown.
The product, option or unit I want to map isn't in the dropdown.
The dropdowns list what the operator has made available to you in Merlin Entertainments. Ask the operator. If the issue persists, contact our Technical Support.
Bookings fail for a backend-connected product.
Bookings fail for a backend-connected product.
Check the product's mapping first: every option and unit must be mapped. Then check that the slot is still available in Merlin Entertainments. If the issue persists, contact our Technical Support.
📚 More about Ventrata connections
Partner Information
Merlin Entertainments Group Limited
Arbor Building
16th Floor, 255 Blackfriars Road, London, SE1 9AX, United Kingdom
Ventrata Partner ID: cc304c61-8bfd-403f-8753-464b97ff8a5f