Longleat

What Longleat does

Longleat is a privately held safari and adventure park anchored on a 9,000-acre estate in Warminster, Wiltshire, owned by the Thynne family (the Marquess of Bath) and operated through Longleat Enterprises Ltd. The business combines three core safari experiences — the self-drive Drive-Through Safari through enclosures of lions, tigers, giraffes and other animals, the on-foot Walking Safari, and the Boat Safari past sea lions, gorillas and a new hippo pod — with Longleat House, an Elizabethan stately home (built 1567–1580) opened to the public in 1949 as one of Britain's first. Longleat also operates 120+ animal species, the UK's longest hedge maze (over 16,000 yew trees), a 1.25-mile narrow-gauge railway, family attractions including Adventure Castle and Little Explorers' Garden, plus seasonal events such as Wild Summer, Icons of the Sky, and the Festival of Light. Underlying technology is a direct-to-consumer digital stack: a unified ticketing platform (tickets.longleatandcheddar.co.uk), iOS and Android mobile apps featuring a Safari Drive Mode with location-triggered audio commentary by Kate Humble, interactive maps, and live park updates, supported by Klarna, Apple Pay, and Google Pay checkout integrations.

The business operates a multi-stream monetization model anchored on day-ticket admissions (advance from £34.95 adult), annual and seasonal memberships (recurring subscriptions with discounts on VIP experiences, food, and retail at up to 20%), premium VIP animal encounters priced £99–£395 per person, on-site food and beverage (six outlets), retail (six themed shops), luxury self-catering accommodation in six estate cottages from £450 per night, plus ancillary B2B streams including corporate event hire at The Longhouse (up to 1,500 guests), filming location hire, group bookings (15+ at 20% off), education visits for schools, and bespoke special-occasion and proposal packages ranging £250–£1,500. Distribution is primarily direct via the company's owned digital channels and on-site box office, with a dedicated groups sales function, a corporate sales team, and an integrated sister-property relationship with Cheddar Gorge & Caves offering mutual member access. The customer base is broad and consumer-led — families with children are the primary segment, supplemented by schools, corporate/MICE clients, tour and coach operators, special-occasion customers, luxury staycation travelers, and international visitors — with no enterprise-customer concentration, exposing the business primarily to UK discretionary leisure, weather, and seasonal demand rather than to a small number of anchor clients.

Name

Longleat

Legal name

Longleat Enterprises Ltd

Website

https://longleat.co.uk

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

101–250 employees

Short description

Longleat is a privately held safari park and Elizabethan stately home in Wiltshire, UK, offering drive-through, walking, and boat safaris across a 9,000-acre estate with 120+ animal species, plus house tours, attractions, hospitality, and events for families, schools, corporate clients, and international visitors.

Ownership category

akta.pro rank

Product category

Safari Park and Heritage Tourism

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (71219), Historical Sites (71212)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD)

akta.pro secondary industries

Historic & Heritage Homes (THAMAAAJ), Safari & Wilderness Luxury Resorts (THAGACAD), Resort-Style Extended-Stay Properties (THAGAEAL)

Keywords

• Safari park operations
• Wildlife conservation
• Stately home tours
• Family theme park
• Hospitality attractions

Headquarters

HQ city

Warminster

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Admission Tickets: Day tickets for park entry, including Drive-Through Safari, Walking Safari, Boat Safari, attractions, and Longleat House access. Advance booking from £34.95 adult, £26.20 child.
2. Annual and Seasonal Memberships: Recurring membership subscriptions offering unlimited entry, discounts on VIP experiences, food, and retail. Local residents receive additional discounts.
3. VIP Animal Experiences and House Tours: Premium behind-the-scenes animal encounters and exclusive house tours ranging from £99 to £395 per person, including Gorilla VIP, Lion VIP, Bronze Safari Tour, and Library Tours.
4. Food and Beverage: On-site restaurants, cafes, and kiosks including The Chameleon Tree, Pizza Piazza, The Cellar Cafe, The Deli, and seasonal outlets. Members receive 10% discount.
5. Retail and Souvenirs: Multiple shops including Nature's Kingdom (plush toys), Out of the Wild (apparel and essentials), Lord Bath's Sweet Shop, African Traders, Emma's Kitchen, and Lady Bath's Shop. Members receive 10% discount.
6. Accommodation Stays: Luxury self-catering cottages on the estate including The Farmhouse, Gardener's Cottage, Carpenter's Cottage, Keeper's House, East Lodge, and Deer Keeper's House, priced from £450 per night including Day Tickets.
7. Event Hire and Corporate Packages: Venue hire for corporate events, team building, exclusive use, filming locations, meetings, and special occasions. Packages include The Longhouse events venue and bespoke corporate partnerships.
8. Proposal Packages: Special occasion packages for proposals ranging from £250 to £1,500, including animal encounters, private safari tours, and overnight accommodation at Keeper's Cottage.
9. Education Visits: School and home educator visits with tailored educational sessions, resources, and focused learning days. Includes discounts for youth groups and free leader tickets.
10. Group Bookings: Discounted tickets for groups of 15+ (20% off), including coach operators, tour operators, special interest groups, and youth organizations with free coach driver tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels11 records

Core offering

Longleat operates Britain's first safari park (opened 1966) and the historic Longleat House (built 1567-1580) across a 9,000-acre estate in Wiltshire. The company sells day tickets for drive-through, walking, and boat safaris, guided and self-guided house tours, premium VIP animal encounters, on-site dining, retail, luxury cottage accommodation, seasonal events (Wild Summer, Icons of the Sky, Festival of Light), membership programs, and venue hire for corporate events and filming.

Product overview

Longleat is a safari park and Elizabethan stately home offering a diverse portfolio of products organized as a core experience plus modular add-ons. The core offering centers on three safari experiences: the Drive-Through Safari (self-drive vehicle tour through animal enclosures), Walking Safari (on-foot exploration with animal encounters and feeding experiences), and Boat Safari (guided boat cruise past sea lions, gorillas, and hippos). These are complemented by Longleat House (guided and self-guided tours of the historic Elizabethan house and gardens). Add-on modules include VIP Experiences (premium animal encounters and behind-the-scenes tours at various price points from £99-£395), Attractions (Hedge Maze, Railway, Adventure Castle, rides), Dining (six restaurants and cafés), Shopping (four retail outlets), Accommodation (six luxury cottages), and Membership Programs. Seasonal events including Wild Summer, Icons of the Sky, and Festival of Light drive visitation. Additional services encompass Group Visits (15+ with discounts), Education Visits, Event Hire, Filming Location Hire, and Special Occasions (proposal packages). The Longleat Mobile App enhances the visitor experience with audio guides and live updates. The company celebrated its Safari Park's 60th anniversary in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Drive-Through Safari Self-drive safari experience through enclosures featuring lions, tigers, giraffes, zebras, monkeys, wolves, cheetahs, rhinos, and other animals; typically takes 2-3 hours.
• Walking Safari Walking exploration featuring walk-through enclosures, animal feeding experiences (lorikeets, meerkats), and encounters with koalas, red pandas, giant otters, and anteaters.
• Boat Safari Guided boat cruise lasting approximately 20 minutes featuring Californian sea lions, colobus monkeys, gorilla colony, and the Hippodrome hippo pod.
• Longleat House Tours Self-guided and guided tours of the Elizabethan stately home (built 1567-1580) featuring grand state rooms, libraries, collections, and formal gardens.
• VIP Animal Experiences Premium animal encounter experiences ranging from £99 to £395 per person, including Lion VIP, Gorilla VIP, Bronze Safari Tour, Red Panda VIP, Meerkat VIP, Wolf Feeding and Hyena VIP, Koala Creek Tour, Aardvark VIP, Giant Anteater VIP, and Family Farmyard VIP; each includes complimentary day tickets.
• Membership Programs Annual, Seasonal, and Local Memberships offering unlimited entry, discounts on VIP experiences (20%), food and retail (10%), exclusive access to events, and fast entry lanes. Local memberships available at discounted rates for BA11, BA12, BA13 postcode residents.
• On-site Dining Restaurants and cafés including The Chameleon Tree, Pizza Piazza (stone-baked pizzas), The Deli (breakfast and lunch), The Cellar Café (historic basement café), and The Watering Hole (African Village). Members receive 10% discount.
• Retail Shops Retail outlets including Nature's Kingdom (plush animals), Out of the Wild (souvenirs and essentials), Lord Bath's Sweet Shop (retro sweets), African Traders (safari-themed gifts), Emma's Kitchen, and Lady Bath's Shop. Members receive 10% discount.
• Park Attractions Family attractions including the UK's longest Hedge Maze (over 16,000 yew trees), Longleat Railway (1.25-mile narrow gauge), Adventure Castle (ages 14 and under), Rockin' Rhino ride, and Little Explorers' Garden (under 5s).
• Longleat Cottages Accommodation Luxury self-catering cottages on the estate: The Farmhouse, Gardener's Cottage, Carpenter's Cottage, Keeper's House, East Lodge, and Deer Keeper's House; prices from £450 per night including Longleat Day Tickets.
• Group Visit Packages Discounted ticketing for groups of 15+ with 20% off day tickets, free coach driver tickets, pre-booked catering options, and youth group benefits.
• Education Visits Educational programs for schools and home educators including self-guided visits, tailored educational sessions, curriculum-linked resources, SEND resources, and Home Education Focus Days with free leader tickets.
• Event Hire and Corporate Packages Corporate event packages including Exclusive Use, Fun Days, Team Building, Incentive Away Days, Meetings, and Team Festive Away Days; The Longhouse venue accommodates up to 1,500 guests.
• Filming and Location Hire Film and photography location services across the 9,000-acre estate featuring Elizabethan architecture, formal gardens, safari park, and rolling countryside; full production support including power, water, Wi-Fi, office space, and secure parking.
• Proposal and Special Occasion Packages Romantic proposal experiences ranging from £250 to £1,500 including Animal Encounter Proposal, Longleat House Proposal, Private Safari Proposal, and Ultimate Overnight Safari Proposal with accommodation at Keeper's Cottage.
• Longleat Mobile App Mobile application for iOS and Android featuring Safari Drive Mode with location-triggered audio commentary by Kate Humble, audio guides, interactive park maps, live updates, and location-based tips during the visit.
• Wild Summer Seasonal Event Summer seasonal event featuring Tiny Titans exhibit (tarantulas, beetles, stick insects, scorpions), Wallaby Walkthrough, animal-themed lawn games, and character appearances (Bluey, Hey Duggee, Paddington, PAW Patrol, Shaun the Sheep).
• Icons of the Sky Aviation Event Aviation extravaganza event featuring hot air balloon displays and aircraft performances, including 120+ ft tall special-shape balloons, celebrating the Safari Park's 60th anniversary.
• Festival of Light Seasonal Event Festive lantern trail featuring The Enchanted Christmas Tree Show, Santa Train, and a Sensory Day for quieter experiences; runs November through January annually.
• Safari Bus Guided Tour Service State-of-the-art guided bus tour offering luxury seating, Wi-Fi and air conditioning through the Drive-Through Safari for visitors without their own vehicles.

Quantifiable outcome

• Over 120 animal species on site
• +4 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Nimbus DisabilitycoreStrategic or Co-development PartnerPartnership with Nimbus Disability organization run by and for disabled people. The Access Card is a photo ID that translates disability or impairment into symbols to help those needing extra support receive it when needed. Longleat Digital Access Pass (DAP) available free for three years.
• Wiltshire ConnectminorChannel Partner/ Reseller/ DistributorDemand-responsive bus service expanding to serve south-west Wiltshire area including Longleat from September 2025. Supports accessibility to Longleat via public transport.
• Team Building with BITEminorStrategic or Co-development PartnerPartnership for team building enrichment workshops where teams create animal enrichment items for Longleat's animals and see the reaction firsthand when delivered to enclosures.
• Cheddar Gorge & CavescoreChannel Partner/ Reseller/ DistributorRelated Longleat Enterprises property offering mutual cross-promotion. Members receive unlimited entry to both Longleat and Cheddar Gorge & Caves. Also offers 20% discount on Cheddar Gorge Rocksport activities for members.
• Corporate Business PartnersminorChannel Partner/ Reseller/ DistributorCorporate partnerships offering employees of member organizations access to ticket discounts at both Longleat and Cheddar Gorge & Caves at no cost to the partner organization.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Chatsworth House: Derbyshire stately home and Capability Brown-landscaped gardens offering house tours, farmyard, events, and retail. Strong peer on heritage attraction, landscape, and farmyard experiences.
• Flamingo Land: Yorkshire theme park and zoo combining rides with animal attractions. Direct peer competing for UK family day-out and short-break spend.
• Blenheim Palace: UNESCO World Heritage stately home in Oxfordshire offering house tours, gardens, events, and hospitality. Direct peer in heritage estate attraction operating house tours, seasonal events, and corporate hire.
• West Midland Safari Park: UK safari park offering a drive-through safari experience alongside theme park rides and attractions. Direct competitor to Longleat in the UK safari park category with overlapping customer base of families seeking wildlife experiences.
• Port Lympne Reserve / Howletts (The Aspinall Foundation): Kent-based safari park and conservation organization featuring luxury short-stay lodges and animal experiences. Direct peer in safari/lodging hybrid model and conservation-led positioning.
• Chester Zoo: One of the UK's largest zoos with 35,000+ animals, operating as a major family attraction in Cheshire. Comparable as a zoological attraction competing for UK family day-out spend with conservation credentials.
• Knowsley Safari Park: Merseyside safari park with drive-through safari plus walking areas and amusement rides. Direct UK peer operating in the same drive-through safari segment.
• Woburn Safari Park: Drive-through safari park in Bedfordshire operated by the Duke of Bedford's estate. Closest direct peer to Longleat given comparable safari format, aristocratic estate heritage, and family-day-out positioning.

Regional players

• Warwick Castle: Merlin Entertainments-operated medieval castle attraction with experiences, accommodation, and events. Comparable on UK heritage attraction model with ticketing, F&B, retail, and accommodation layers.

Broad incumbents

• Whipsnade Zoo (ZSL): ZSL's larger zoo property near Luton offering safari-style drive-through alongside walk-through exhibits. Larger and broader incumbent in the UK zoological sector competing for similar family visitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/longleat
• YouTubeyoutube.com/LongleatPodcast
• Facebookfacebook.com/longleat
• Instagraminstagram.com/longleatofficial
• TikToktiktok.com/@longleatofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Longleat