Successful rollout in the heart of the LEGO world

The Danish LEGOLAND Billund – the original LEGOLAND park – is now using the powerful Pacific reservation and packaging system and the modern Internet Booking Engine (IBE) from ISO Travel Solutions.

LEGOLAND Billund is the first and best-known LEGOLAND park worldwide – a classic leisure attraction that has been thrilling visitors from all over the world for generations. Now the original has joined the ranks of ISO’s customers. The ISO Group already supports eleven other LEGOLAND parks in Europe and North America with tailor-made IT solutions.

With the introduction of the ISO Pacific reservation system and the seamlessly integrated IBE, LEGOLAND Billund now has a powerful platform that centrally maps all relevant processes. This new solution gives the team more flexibility and dynamism in designing and marketing visitor packages. Changes to offers can be made in real time and immediately displayed online and offline. Individual workflows have been optimised through smart automation.

A particular highlight is the automated conference reservation tool, which significantly simplifies what were previously complex and time-consuming processes. The direct connection to the Opera hotel reservation system ensures consistently digitalised and therefore efficient processes. Numerous manual and therefore potentially error-prone processes are now a thing of the past.

Optimised user experience increases conversion and basket value

Visitors to the new website benefit from an intuitive booking process with optimised cross-selling and upselling as well as improved selection options for hotels and additional services. The website impresses with its usability, which is reflected in better conversion rates and an increased average basket value. At the same time, the volume of enquiries to the call centre has fallen noticeably – a clear efficiency gain for the business. The new system went live successfully at the end of 2024. Fine-tuning and full integration into the daily work of all employees followed in the first quarter of 2025.

Markus Kretschmer, Managing Director of ISO Travel Solutions: ‘LEGOLAND Billund is a real flagship for the LEGO world – so we are all the more delighted to be contributing to the optimisation of the visitor experience with our solution. The close cooperation with the team on site and the successful implementation demonstrate how flexible and powerful our Pacific platform can be in complex system landscapes.’