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London Tourism Just Got A Tech Upgrade


The London Pass sightseeing card has been in operation since 1999, helping more than 3 million customers save money and time when sightseeing in the capital city.

But who needs the hassle of all those tickets now we have smartphones?

Now visitors to the UK’s capital city can download a London Pass app, available for Android and iOS, which visitors can use in lieu of physical tickets, using a QR code to tap in and out of attractions such as the Tower of London, Westminster Abbey and Windsor Castle.

The app is part “mobile guidebook”, giving tourists all the information they need about attractions and providing insights and suggestions across 15 different areas of the city, details of what to expect from each attraction, plus maps, weather and public holiday information, and details of “hop on, hop off” bus routes, which pass holders are entitled to use for free.

It also serves as a money off voucher, offering cut price admission to certain attractions, and providing exclusive offers for theatre shows, river cruises, day trips to out-of-town places of interest – even helicopter rides, if that’s your thing.

The more users engage with the app, the more personalised the information the app provides becomes. Check in at Windsor castle, and the app might recommend somewhere nearby for lunch – and provide a special offer.

According to Amanda Truman, Director of Product Marketing for the London Pass, “in a recent Expedia and Egencia survey of nearly 10,000 travellers from 19 different countries, 66% said their smartphone was their most indispensable item when they travel.”

“We are responding by offering our customers what they have always loved about the London Pass – saving money and time on sightseeing, without having to carry cash or buy tickets – in a format that fits with the way they live their lives. It’s a complete city sightseeing package on their phone.”

The London Pass is available from £59 per adult and £39 per child for a one-day pass, and two, three, six and ten day passes are also available.

Downloading the app could save visitors to London as much as £113 over 3 days, according to The Leisure Pass Group Ltd, the team behind the pass, who also provide similar passes in Paris, Berlin, and Dublin.

A recent customer survey conducted by the group, who work closely with organisations including London & Partners, Visit Britain, and the European Tour Operators Association, revealed that 92% of respondents would recommend the pass to a friend or family member.

The company are interested in establishing trade partnerships with organisations capable of selling £5k of passes per annum, or establishing retail partnerships with selected qualifying enterprises.

The London pass also operates an affiliate partnership which website owners can take advantage of, by posting a trackable link through to the London Pass website – more information here.

And for those tourists looking for the most exclusive bargains in town, the London Pass also offers an exclusive concierge service.

So whether its seeing the Lion King from just £35 per person, spending a day in the Cotswolds, or champagne and spectacular views at the Shard, your ticket to ride just went mobile. One less thing to worry about – scouring your wallets or handbags for those London Dungeon tickets you’re sure you put somewhere safe is so 2015!


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