Attraction Tickets announces move to employee ownership

JGA and Telos Partners support Attraction Tickets in their transition to EO

We are delighted to share today’s announcement that Attraction Tickets – the UK’s number one seller of theme park tickets and theme park hotels for attractions such as Walt Disney World, Universal Orlando Resort and Disneyland Paris – is transitioning to an Employee Ownership Trust (EOT).

Oliver Brendon with new EO Trust Board Chair Juliet Thorburn (left) and Attraction Tickets’ Head of People and Happiness Karen Court

The move makes Attraction Tickets the largest UK travel company in history to take this step, after Oliver Brendon – Attraction Tickets’ CEO and Founder – and his fellow shareholders sold their shares, which the EOT will hold for the benefit of the employees.

Describing employee ownership as ‘one of the most equitable forms of capitalism, whereby value is shared amongst those who work hard to create it’, Oliver said: ‘Today we have concluded a transaction that will reward the business’s most vital stakeholders – its employees.

‘This is an important milestone for the company I started 23 years ago, and we are all excited about future growth.’

Under the new structure, Attraction Tickets’ 128 full-time employees will share in EOT completion bonuses worth more than £1m – with pay-outs based on years of service.

The EO Trust board will be chaired by Juliet Thorburn of Scott Bader (itself employee-owned), while Oliver and his management team will continue to manage the Attraction Tickets business.

Supporting the transition to employee ownership

‘It’s been a pleasure to work with Oliver [Brendon] to understand the incredible business that he and the team at Attraction Tickets have built’

Jeremy Gadd, JGA’s founder and MD

JGA’s founder and MD Jeremy Gadd and Telos Partners’ Consultant Alex Bloom have been working alongside Oliver and his senior team since December 2024, supporting them to prepare for this week’s transition to employee ownership.

Both were also at Attraction Tickets’ London offices for the internal announcement to all staff last week, at which Oliver shared the exciting news.

‘It’s been a pleasure to work with Oliver to understand the incredible business that he and the team at Attraction Tickets have built – and to ensure that continues for years to come,’ Jeremy says.

‘Their commitment to ensure their new ownership underpins their belief in ‘adding happiness’ has been exemplary and reinforces the thought that employee ownership is a force for good.’

Alex agrees, adding: ‘Jeremy and I have been delighted to work with the team as they have prepared to become employee-owned. We’d both like to congratulate Oliver and everyone at Attraction Tickets for the way in which they have taken this first step to becoming successfully employee-owned.’

About Attraction Ticket’s employee ownership transaction

JGA advised Attraction Tickets on the cultural aspects of their transition to employee ownership. Legal advice was provided by Fieldfisher and the independent company valuation was conducted by Travel Trade Consultancy.

To find out more about Attraction Tickets, visit their website here.