Recently, we had the absolute pleasure of attending the launch of the brand-new PlayXperience centre at Butlin’s, and let us tell you, they’ve seriously raised the bar.
As a company that lives and breathes tourism and attraction marketing, we’ve seen a lot of venues try to evolve. Many talk about innovation, some take small steps… but what Butlin’s has done here, it’s not just impressive – it’s a bold leap into the future of family entertainment.
Let’s walk you through what made this launch feel less like an upgrade and more like a reinvention.
Tech That Wows – Without Losing the Fun
You know a venue is doing something right when the technology doesn’t just feel new, it feels natural. The team at Butlin’s has created an experience that blends high-tech features with simple joy. And crucially, it never feels forced.
Mini golf where you don’t have to keep score? Because the ball tracks it for you. Yes, that’s happening. Add in:
- Virtual reality zones
- Shuffleboard
- Digital darts
- Neo games…and suddenly you’ve got a line-up that rivals modern gaming centres, but within the family-friendly, trusted Butlin’s brand.
It’s a brilliant example of how to introduce digital innovation without losing sight of what makes a heritage brand feel familiar and trusted.
A Year-Round Attraction, Rain or Shine
One of the biggest challenges we talk about with tourism and attraction clients? Designing experiences that work, rain or shine.
Guests want guaranteed fun, even when the British weather isn’t playing ball. The PlayXperience centre is fully indoors, thoughtfully designed, and 100% all-weather.
This is a standout example of future-ready design. By building flexible, all-weather experiences, you extend the season, encourage longer visits, and increase guest satisfaction, especially for families looking for reliability.
This is something our client Fishers Farm really excel with as well.
Designed for the Whole Family
Here’s something that really stood out – the layout.
It’s cleverly designed to let parents relax and enjoy a drink or some downtime, while still being able to watch their children play safely. That may sound simple, but it’s a challenge many family attractions struggle with.
Butlin’s has nailed the balance:
- Kids are entertained (and thrilled)
- Grown-ups aren’t stuck chasing after them
- Everyone leaves feeling like they had a good time
- The design of the space means parents can see their children through a glass wall
That’s what modern families are looking for, experiences that include everyone, not just the children.
Reinvention Done Right
PlayXperience isn’t just a shiny new venue, it’s a case study in how heritage brands can confidently evolve. Butlin’s has taken its rich history, added fresh thinking, and delivered something that feels totally current without losing its soul.
And here’s why that matters:
- They’ve understood their audience
- They’ve invested in innovation
- They’ve designed with purpose and practicality
In an industry that sometimes hesitates to change, this is a reminder that staying relevant doesn’t mean abandoning your roots – it means building on them.
The PlayXperience centre is more than just a fun new addition, it’s a blueprint for where family entertainment is heading.
For attraction marketers, tourism professionals, and anyone working with heritage brands, this is a model worth studying.
Understand your guests. Give them smart, exciting experiences and design in a way that works.
Huge congratulations to the team at Butlin’s for not just keeping up, but stepping out in front. With PlayXperience, they’re not reacting to trends, they’re setting them.
