As students in many parts of Jiangsu and Zhejiang provinces are about to welcome their Spring Break for the new semester, large-scale theme parks combining leisure, entertainment, and interactive experiences have become a popular travel choice. Data from Meituan Travel shows that in the past week, search popularity for the Shanghai LEGOLAND Resort has increased nearly five times compared to the previous period, making it one of the most watched parks by family tourists in the Jiangsu-Zhejiang-Shanghai area.
To provide a more time-saving and smoother park experience for family visitors, starting March 13, Meituan Travel launched exclusive benefits for its Black Gold and Black Diamond members at the Shanghai LEGOLAND Resort. Eligible members can not only enjoy discounted package tickets—such as "two adults and one child" or "one adult and one child" at a minimum of 20% off—but also gain fast-track access to popular attractions like the LEGOLAND River Quest and the LEGO NINJAGO Ride, significantly reducing waiting times.
Unlike traditional parks that focus mainly on thrilling mechanical rides, the Shanghai LEGOLAND Resort emphasizes a strong "parent-child co-creation" atmosphere, making it a repeat destination for many families. According to Meituan Travel data, since its opening, repeat customers account for 40% of total bookings. This "park-plus" model is particularly evident during holidays. During the recent Spring Festival period, family tourists made up over 80% of visitors to Shanghai LEGOLAND, driving a 30% increase in bookings for the resort’s hotel compared to pre-holiday levels.
Additionally, supported by Meituan’s full-scenario service capabilities covering dining, accommodation, transport, entertainment, and shopping, hotel and homestay bookings in the Jinshan area saw a year-on-year growth of 62%. Over the Spring Festival, the Shanghai LEGOLAND Resort attracted out-of-town visitors from cities such as Hangzhou, Suzhou, and Beijing to experience the holiday atmosphere.
Since its opening in July 2025, the Shanghai LEGOLAND Resort has accumulated tens of thousands of user reviews on the Meituan App. Frequent tags in reviews include "great游玩体验," "many attractions," and "good food quality." In terms of visitor demographics, besides local Shanghai visitors and core customers from cities within a two-hour high-speed rail circle like Hangzhou, Suzhou, and Nanjing, LEGOLAND has also become a popular cross-province destination for family travelers from first-tier cities such as Beijing.
It is worth noting that among the park’s consumer base, Black Gold and Black Diamond members account for a significant and growing proportion. Meituan Travel data indicates that since January 2026, monthly growth in LEGOLAND ticket purchases by these members reached 54%, with over 30% of users buying "two adults and one child" family packages. As a key driver of cultural and tourism consumption, Meituan’s Black Gold and higher-tier members spend an average of over ¥10,000 per year per person, with Black Diamond members exceeding ¥30,000.
Starting March 13, Meituan Travel introduced exclusive benefits for Black Gold and Black Diamond members at the Shanghai LEGOLAND Resort. The member-only perks went live on the Meituan App on the same date, with eligible members able to access the benefits directly. Moving forward, leveraging its platform-wide service capabilities, Meituan Travel will continue to expand cooperation with top-tier global cultural and tourism projects.