At Parques Reunidos, unforgettable experiences begin long before guests arrive at one of our parks.

From planning a family day out to purchasing tickets and accessing attractions, every interaction is part of the guest journey and every detail matters. As one of Europe’s leading leisure and entertainment platforms, Parques Reunidos continues to evolve how visitors experience its parks by combining authentic entertainment with smart, intuitive technology.

This commitment is closely connected to one idea: Technology Serving Joy. We believe that innovation should simplify experiences, remove friction, and allow guests to focus on what matters most: creating memories together. Parques Reunidos is investing in digital capabilities that enhance guest journeys, improve personalization, and support operational excellence across its portfolio of parks.

As part of this vision, Parques Reunidos has partnered with Samsung Electronics to integrate Samsung Wallet into its digital ecosystem across Europe. Guests using Samsung Galaxy devices can now purchase park tickets and Bono Parques using Samsung Pay and store them directly in Samsung Wallet, enabling a more seamless and connected access experience.

The integration reflects Parques Reunidos’ broader ambition to continue transforming the guest experience through innovation aligned with its purpose: creating authentic and memorable experiences across generations while contributing positively to communities and partners.

To learn more about how digital innovation is shaping the future of the guest journey, we spoke with María Barnusell, Head of Global Ecommerce & Digital Product at Parques Reunidos.

Why is this partnership with Samsung important for Parques Reunidos?

This collaboration is important because it reflects how guest expectations are evolving. Today, visitors expect experiences that are seamless, intuitive, and integrated into the digital tools they already use every day.

At Parques Reunidos, we are continuously working to simplify the visitor journey and make interactions with our parks more fluid from beginning to end. Integrating Samsung Wallet into our ecosystem gives guests using Samsung Galaxy devices another way to purchase, store, and access their tickets directly from their smartphone in a very natural and simple way.

More importantly, it supports our vision of building connected guest experiences where technology makes each interaction simpler, more intuitive, and easier to manage.

How does this initiative fit into Parques Reunidos’ broader digital transformation journey?

Digital transformation at Parques Reunidos is fundamentally about improving the guest experience.

We are investing in technologies and digital capabilities that help us remove friction points, personalize experiences, and create smoother interactions across the entire journey, from inspiration and planning to the actual park visit.

This includes ecommerce optimization, digital ticketing, data-driven personalization, operational improvements, and mobile-first experiences. The Samsung Wallet integration is another step in that journey.

Technology should never feel complicated for the guest. The best digital experiences are the ones that feel effortless.

What benefits will guests notice immediately with this integration?

For guests using Samsung Galaxy devices, the main immediate benefit is having one more simple way to keep their tickets and passes securely stored on their smartphone, ready to use when they arrive at the park. By purchasing their tickets with Samsung Pay and storing them in Samsung Wallet, they can make the pre-visit and access experience more fluid, with fewer small friction points along the way.

It may sound simple, but reducing small friction points can have a huge impact on the overall perception of the experience.

How does this collaboration reflect the culture and values of Parques Reunidos?
This initiative connects strongly with our culture of continuous improvement and innovation.

At Parques Reunidos, we are always looking for ways to evolve and improve experiences for our guests while working collaboratively with leading partners. Partnerships like this one allow us to combine expertise and continue delivering experiences that are modern, intuitive, and guest-centric.

It also reflects our commitment to lead change by embracing innovation and new ways of improving how people experience our parks.

What does the future of the digital guest journey look like for Parques Reunidos?
The future is about creating increasingly connected and personalized experiences while keeping everything simple and intuitive for the guest.

We want technology to support every stage of the visitor journey in a way that feels natural, helping guests spend less time managing logistics and more time enjoying the experience itself.

This partnership with Samsung is a good example of that direction, and we will continue exploring new ways to combine innovation, simplicity, and entertainment across all our parks.