The Access Group’s Visitor Attraction Management and CRM solutions have been selected by Longleat Enterprises to manage a range of functions across the UK safari park operator.

Longleat Enterprises, which operates a stately home next to the safari park, as well as the Cheddar Gorge and Caves attraction, believes the solutions will drive efficiencies and growth in revenues, according to a statement.

The implementation of Access Gamma and Access thankQ CRM systems will allow Longleat and Cheddar Gorge and Caves to manage ticketing and admissions, membership, VIP experiences, retail, food and beverages across different sites via a single, integrated solution.

“From the start of the tender process we were impressed by the functionality and the integrated nature that the Access solution provided,” Longleat Enterprises’ head of marketing, James Bailey, said.

“The unified system will enable us to bring all elements of our business together in one customer view which will ultimately lead to greater guest engagement.”

Simon Baines, divisional managing director of Access Not for Profit & Visitor Attraction Management, added: “We are thrilled to welcome Longleat into the ever-growing Access family. We believe our unique, integrated solution will give Longleat a 360-degree view of their sites and operational efficiencies that were previously not possible for them.”

Image credit: Mark Woodbury