ZSL London Zoo London Zoo and Whipsnade membership and attendances

[Jana]

Moderator note: topic split from this thread: ZSL London Zoo News 2025 [ZSL London Zoo]


Does anybody know how attendance (2.2m) splits between London and Whipsnade sites?

 

[cerperal]

Does anybody know how attendance (2.2m) splits between London and Whipsnade sites?

From page 88 of the document they give this:

I'm honestly surprised at how high footfall is through Whipsnade, but strong numbers for both sites

 

[JoB198]

From page 88 of the document they give this:
View attachment 839946
I'm honestly surprised at how high footfall is through Whipsnade, but strong numbers for both sites

People rinse their memberships at Whipsnade.

 

[HoneyDontBadger]

People rinse their memberships at Whipsnade.

And why shouldn’t they? Sorry but rinse isn’t a very nice term mate

 

[Mugcake]

And why shouldn’t they? Sorry but rinse isn’t a very nice term mate

Yeah I agree, the whole purpose of a membership is to be able to go whenever you want :/

ZSL actively market that as the primary benefit, and in certain circumstances a membership could generate more income for ZSL than from that same person’s visits as a non-member.

Somebody who’s at either zoo on a regular basis is more likely to recommend it to others, or purchase food and drink, or purchase items at the gift shop.

Some people could argue that the memberships are a bit too generous in regards to the unlimited visits for the year, but all those visits are fresh opportunities for ZSL to profit via the other methods.

Fun Fact: In ZSL Membership’s original iteration, Lifewatch, it only covered London Zoo. That being said, you got two vouchers for half-price entry to Whipsnade/half-price guest entry to London, the latter of which is one of the few benefits no current ZSL Memberships include.

 

[JoB198]

And why shouldn’t they? Sorry but rinse isn’t a very nice term mate

I have a membership and use that term to describe my own use of it, so I don't see it as a bad word! It isn't used in a bad way by anybody I know.

 

[JoB198]

Yeah I agree, the whole purpose of a membership is to be able to go whenever you want :/

ZSL actively market that as the primary benefit, and in certain circumstances a membership could generate more income for ZSL than from that same person’s visits as a non-member.

Somebody who’s at either zoo on a regular basis is more likely to recommend it to others, or purchase food and drink, or purchase items at the gift shop.

Some people could argue that the memberships are a bit too generous in regards to the unlimited visits for the year, but all those visits are fresh opportunities for ZSL to profit via the other methods.

Fun Fact: In ZSL Membership’s original iteration, Lifewatch, it only covered London Zoo. That being said, you got two vouchers for half-price entry to Whipsnade/half-price guest entry to London, the latter of which is one of the few benefits no current ZSL Memberships include.

I go every 2-3 weeks and indeed spend money on food (which I don't normally do if I visit a zoo I don't have a membership for - because it's pricey enough getting into most). I know ZSL want to up their memberships to improve income - ZooTown is a part of that.

I'm an advocate for the membership and using it as much as you want, that's what it's for. After 3 visits, you're in completely for free, so in an area where there isn't THAT much to do for free with kids, footfall at Whipsnade benefits.

 

[Lafone]

Yeah I agree, the whole purpose of a membership is to be able to go whenever you want :/

ZSL actively market that as the primary benefit, and in certain circumstances a membership could generate more income for ZSL than from that same person’s visits as a non-member.

Somebody who’s at either zoo on a regular basis is more likely to recommend it to others, or purchase food and drink, or purchase items at the gift shop.

Some people could argue that the memberships are a bit too generous in regards to the unlimited visits for the year, but all those visits are fresh opportunities for ZSL to profit via the other methods.

Fun Fact: In ZSL Membership’s original iteration, Lifewatch, it only covered London Zoo. That being said, you got two vouchers for half-price entry to Whipsnade/half-price guest entry to London, the latter of which is one of the few benefits no current ZSL Memberships include.

How would anyone logically argue that a membership offering unlimited visits was ‘too generous’ in allowing unlimited visits? It’s the very purpose of it.

Whipsnade’s figures and split of members and not reflect the difference in location and the ‘tourist’ attraction difference in terms of London - in my experience Whipsnade is used almost as a large park by people in the local area (where people go for a good walk and picnic etc but with rhinos) and so high footfall is to be expected along with people reducing cost by buying a membership.

 

[JoB198]

How would anyone logically argue that a membership offering unlimited visits was ‘too generous’ in allowing unlimited visits? It’s the very purpose of it.

I think I'm surprised it's as relatively cheaply priced as it is for unlimited entry to 2 zoos. Between 3 and 4 visits and it's essentially then free in comparison to the gate price. I'm surprised it isn't more like you'd need to visit 6 times (i.e. visiting every 2 months) to 'break even' (but very much not complaining!).

I suppose cinema membership is as 'oddly' priced - go twice a month and you've saved money at my local.

 

[Lafone]

I think I'm surprised it's as relatively cheaply priced as it is for unlimited entry to 2 zoos. Between 3 and 4 visits and it's essentially then free in comparison to the gate price. I'm surprised it isn't more like you'd need to visit 6 times (i.e. visiting every 2 months) to 'break even' (but very much not complaining!).

I suppose cinema membership is as 'oddly' priced - go twice a month and you've saved money at my local.

it’s broadly the same for many memberships in terms of number of visits to pay it back in my experience - as well as modelling the profits they have to decide if people will pay it and the membership cost isn’t cheap (hence the different levels). Unlimited is unlimited though.

 

[pipaluk]

I think I'm surprised it's as relatively cheaply priced as it is for unlimited entry to 2 zoos. Between 3 and 4 visits and it's essentially then free in comparison to the gate price. I'm surprised it isn't more like you'd need to visit 6 times (i.e. visiting every 2 months) to 'break even' (but very much not complaining!).

Don't give ZSL any ideas please!!

 

[Burribro]

How would anyone logically argue that a membership offering unlimited visits was ‘too generous’ in allowing unlimited visits? It’s the very purpose of it.

Whipsnade’s figures and split of members and not reflect the difference in location and the ‘tourist’ attraction difference in terms of London - in my experience Whipsnade is used almost as a large park by people in the local area (where people go for a good walk and picnic etc but with rhinos) and so high footfall is to be expected along with people reducing cost by buying a membership.

Counting it up, since our membership renewed in April we've been to London Zoo twice, and Whipsnade six times.

For London we'll make sure we see our favourites (Giraffes and the "night time bit" for him, the Lions and Blackburn Pavillion for me) but otherwise we'll do a loop, see what we can, then head down to Oxford Street and do some sight seeing in and around that part of London.

At Whipsnade I book him the soft play so I can enjoy a coffee, then we wander around like it's a country park in essence, we pick up the animals we want to see, but the beauty of the membership is that if we don't see everything then it's not the end of the world because we know we'll be back in a few weeks!

Personally for me, living in Stevenage, I love the fact that these zoos are pretty well placed for us to enjoy on a regular basis. Typically, I'll end up buying a coffee or too, him a hot chocolate or Ice Cream depending on the weather, so they get that bit more from us as well. It's such a good value for us.

 

[Lafone]

Counting it up, since our membership renewed in April we've been to London Zoo twice, and Whipsnade six times.

For London we'll make sure we see our favourites (Giraffes and the "night time bit" for him, the Lions and Blackburn Pavillion for me) but otherwise we'll do a loop, see what we can, then head down to Oxford Street and do some sight seeing in and around that part of London.

At Whipsnade I book him the soft play so I can enjoy a coffee, then we wander around like it's a country park in essence, we pick up the animals we want to see, but the beauty of the membership is that if we don't see everything then it's not the end of the world because we know we'll be back in a few weeks!

Personally for me, living in Stevenage, I love the fact that these zoos are pretty well placed for us to enjoy on a regular basis. Typically, I'll end up buying a coffee or too, him a hot chocolate or Ice Cream depending on the weather, so they get that bit more from us as well. It's such a good value for us.

Same here, though the focus of my visits is Whipsnade I am there many times a year, they can expect to get some refreshment money out of me and indeed the odd thing from the shop depending on the season! The nice thing about being a frequent visitor is you can pick what you want to see or spend time in one area, vs feeling you have to do it 'all' in one day. And in the nice weather there are few nicer places to picnic than the area overlooking the downs.

 

[JoB198]

Don't give ZSL any ideas please!!

Haha I know! It's incredible value for money, and as a result I don't feel bad about dropping some money on food, drinks or extras whilst I'm there.

 

[Mugcake]

This thread and the Children at London Zoo thread are responses to this post regarding the ZSL Annual Report, which contains all the additional context:

This year’s ZSL Annual Report just dropped, which can be found here: https://cms.zsl.org/sites/default/files/2025-10/ZSL Annual Report 2024-25 (1).pdf

In terms of the zoo’s future it doesn’t reveal much (except of course the ongoing Gorilla Kingdom expansion), but it does suggest they’re focusing specifically on making new zoo buildings more energy-efficient and sustainable

 

[Szazomy]

I think they've pitched the membership exactly right. Me and my partner get the couples silver membership, and the zoo has even honoured the applied student discount beyond our uni years so long as we sustain that same membership.

A standalone visit to the zoo is hardly cheap these days (as nothing really is, that's not a ZSL thing) and like many tourist spots they realise it's mutually beneficial to offer annual access via membership at a fairly low price point. Realistically what percentage of visitors would otherwise visit even twice within a single year, or even every two years? Far smarter to offer unlimited access at an accessible price that simultaneously boosts their profit margins upfront, and then also gets those people in multiple times - which might lead to them spending even more money on-site every time they're back, and is free publicity as returnees are inevitably people who hold the zoos in high esteem and will either be talking about or sharing photos of them more routinely.

I 'rinse' my membership with at least a monthly visit to London, sometimes two or three times if my schedule and the weather are cooperative. Some visits are shorter but I'll often make more of a day of it again, sometimes alone and sometimes with my partner. Our friends know about the membership through us, and some have ended up joining us on days - which is another entry fee in the zoos pocket. London also offers drink refills now with a reusable cup, but I'll only make use of this if I'm hungry too - so they get money out of me on the food front, and have encouraged that additional spend - something I don't mind at all, and seems beyond reasonable.

The balance is about perfect. They don't rinse me as a customer and make that clear via reasonable price points and perks they keep providing, in return I've become a consistent stream of revenue (and promotion I guess) that's made them considerably more money than if I was simply someone who walked through the door once every year or two.

 

[Tim May]

Fun Fact: In ZSL Membership’s original iteration, Lifewatch, it only covered London Zoo. That being said, you got two vouchers for half-price entry to Whipsnade/half-price guest entry to London, the latter of which is one of the few benefits no current ZSL Memberships include.

The ZSL's original membership scheme was the ZSL Fellowship not Lifewatch.

No current ZSL Membership gives vouchers for half-price guest entry but ZSL Fellows visiting the zoo can sign in a guest free of charge.

 

[Mugcake]

The ZSL's original membership scheme was the ZSL Fellowship not Lifewatch.

I meant original in regards to non-Fellowship, as in an instance of free entry/added benefits that didn’t require joining ZSL as a Fellow (and which can be obtained purely monetarily).

Fellowships nowadays are of course quite a bit different to how they were originally, as it’s slowly shifted from a very exclusive club to something that people from every class and background has a chance at obtaining.

Of course that reflects ZSL as a whole, since it was founded at a time where high society really did occupy all the highest positions. I’m not exactly sure when entry into Fellowship became less of a “who you know and where you come from” deal to this more inclusive model, but I assume it happened sometime between the 50s and the 70s?

 

[polarbear]

The ZSL's original membership scheme was the ZSL Fellowship not Lifewatch.

No current ZSL Membership gives vouchers for half-price guest entry but ZSL Fellows visiting the zoo can sign in a guest free of charge.

There are still half price tickets available for Members to use for guests:

Gold members who renew on Direct Debit have two half-price Zoo tickets per member per year to take family along to the Zoo with them as a thank you for paying by Direct Debit.

All ZSL Fellows receive two half-price tickets upon joining and renewing to use with family too.

ZSL Patrons have two complimentary tickets per Primary Patron (one individual selected on the Patronage) to use.

 

[Tim May]

There are still half price tickets available for Members to use for guests:

Gold members who renew on Direct Debit have two half-price Zoo tickets per member per year to take family along to the Zoo with them as a thank you for paying by Direct Debit.

All ZSL Fellows receive two half-price tickets upon joining and renewing to use with family too.

ZSL Patrons have two complimentary tickets per Primary Patron (one individual selected on the Patronage) to use.

Thank you for correcting my post; however I was quoting the comment from @Mugcake that stated you got two vouchers for half-price entry to Whipsnade/half-price guest entry to London, the latter of which is one of the few benefits no current ZSL Memberships include.

I have been a Fellow of the Zoological Society for forty-seven years and don't recall ever receiving two half-price tickets on joining and renewing my membership.