The Merlin Accessibility Crisis: Why We Can’t Use Technology to Gatekeep Inclusion
I will be joining Ady Dayman on BBC Radio Leicester tomorrow morning to discuss a story that has sent shockwaves through the neurodivergent community. Merlin Entertainments, the operator behind giants like Alton Towers, Thorpe Park, and Legoland is trialling a new eligibility system for its Ride Access Pass (RAP).
What might look like a technical "update" on paper is, in reality, a significant barrier for thousands of people with ADHD, Autism, and Anxiety.
The Technical Shift: From "Equity" to "Exclusion"
Until recently, the Ride Access Pass was governed by a single, inclusive criteria: "Difficulty Standing & Queueing." It recognised that whether your barrier was physical (mobility) or neurological (sensory processing), the solution was the same: a virtual queue.
However, Merlin and their third-party partner, Nimbus, have split this into two separate symbols:
Difficulty Standing (Physical mobility)
Difficulty with Crowds (Neurodivergence and mental health)
The controversy stems from a trial during this February half-term where those with the "Difficulty with Crowds" symbol are being removed from the automatic eligibility list.
The Perception Gap: It’s Not a "Fast Track"
There is a common misconception that a Ride Access Pass is a "jump-the-queue" perk. It isn't. As a digital strategist, I look at the RAP as a Virtual Queuing System. Users still wait the full 60 or 90 minutes; they simply do so in a safe, low-sensory environment instead of a cramped, loud, and overwhelming physical line. For a neurotypical guest, a long queue is a bore. For an autistic guest, it is a barrier that can trigger a biological "fight or flight" response.
By removing this access, Merlin isn't asking guests to "wait like everyone else"—they are effectively tellling them they are no longer welcome.
A Systems Failure, Not a Human One
Merlin’s justification is that "demand has grown" and the system is "overloaded."
In the world of Digital Infrastructure, when a system reaches capacity, you don't solve the problem by deleting the users who need the most support. That is a failure to scale. You solve it by evolving the technology.
How Alton Towers could fix this (The Tania Gerard Digital approach):
Universal Virtual Queuing: If physical lines are the bottleneck, digitize the wait for everyone. This removes the "us vs. them" narrative and levels the playing field.
Data-Driven Sensory Mapping: Use the park's app to provide live sensory data. Show guests which areas are loud or crowded in real-time so they can self-manage their environment.
Seamless Digital Verification: Stop the "administrative burden" at Guest Services. Use secure, pre-verified digital IDs (like the Access Card) so that inclusion is seamless from the moment a guest scans their ticket.
The Bottom Line
Inclusion isn't a "luxury" to be scaled back when things get busy. It is a fundamental right. We shouldn't be asking families to "perform" their disability or "prove" their struggle just to enjoy a day out.
Merlin has a choice: they can use technology to gatekeep, or they can use it to innovate. I’m calling on them to choose innovation.
Did you miss the broadcast? You can listen to my full segment on the Merlin policy changes via BBC Sounds - Radio Leicester.
Does your company need to bridge the gap between digital systems and human-centered inclusion? Let's talk about how we can build better systems together.