What Norfolk Passport does

Norfolk Passport is a free-to-join consumer membership programme operated by Hidden Talents Ltd. (company number 09732885), a private limited company registered in England and headquartered in Norwich. The programme issues members a physical card (delivered via second-class post to UK, Channel Island and Isle of Man addresses) or a digital card (for overseas residents) that unlocks discounts and perks at a curated network of Norfolk-based hospitality, food and lifestyle partners. Currently, the network comprises seven to nine named partners (including Byfords Holt, The Pigs Edgefield, The Assembly House Norwich, Ffolkes Hillington, Beachside Sheringham, Sponge and NuMi) collectively offering over 80 accommodation rooms across five award-winning locations, with a standard 10% discount and additional perks such as private tastings and 50% savings at new locations. Distribution is self-serve via a mobile-friendly website and dedicated signup portal (app.norfolkpassport.com), with a separate rooms booking platform (rooms.norfolkpassport.com) for accommodation reservations.

The underlying technology is a lightweight digital membership card system with online account management, supplemented by a weekly editorial email newsletter ('Norfolk Top 5') and themed content guides covering Norfolk attractions. The programme previously operated under the name 'Passport To Our Norfolk'; legacy black cards remain valid under the rebrand. No APIs, SDKs, integrations or AI/ML capabilities are documented.

The revenue model is not explicitly disclosed. As the membership is free to consumers, monetisation is inferred to derive from referral economics, commissions, or partnership arrangements with the Norfolk hospitality businesses that benefit from member traffic, though the underlying commercial terms with partners are not published. Operating geography is restricted to Norfolk, UK, with overseas members able to use digital cards when visiting the region. Marketing relies on organic social channels (Facebook, Twitter/X, Instagram), an email newsletter, and content marketing via curated Top 5 guides.

Name

Norfolk Passport

Legal name

Hidden Talents Ltd.

Website

https://norfolkpassport.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Norfolk Passport is a free membership programme operated by Hidden Talents Ltd. in Norwich, UK, offering discounts and perks at a curated network of Norfolk hospitality and lifestyle partners to consumers across the UK and overseas.

Ownership category

akta.pro rank

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Free-to-join membership programme. Revenue model not explicitly disclosed - the programme appears to derive value from driving customers to partner businesses in exchange for commission or referral arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Norfolk Passport is a free-to-join consumer membership programme that gives members exclusive discounts and perks (typically 10% off, plus special monthly offers and occasionally 50% savings at new locations) at a curated network of nine Norfolk-based partner businesses spanning hospitality, dining, wellness, and lifestyle experiences. Members receive either a physical card by post (UK residents) or a digital card (overseas residents), access a mobile-friendly website for perks, and a weekly Norfolk Top 5 email newsletter curating local experiences.

Product overview

Norfolk Passport is a loyalty rewards programme offering a free-to-join membership card that provides exclusive perks (typically 10% off) at Norfolk-based partner establishments. The core product encompasses the membership programme with a physical/digital card, while additional offerings include Food & Drink Perks at restaurants, Room Stay Perks at accommodation partners, and Norfolk Top 5 Things To Do curated guides. The programme previously operated under the name 'Passport To Our Norfolk' and is operated by Hidden Talents Ltd., a company registered in England.

Differentiator

Problem solved

Functional benefit

Products and services

• Norfolk Passport Membership Programme Free-to-join consumer loyalty programme offering members exclusive perks and discounts (typically 10% off) across a curated network of nine Norfolk-based partner businesses spanning hospitality, dining, wellness, and lifestyle experiences. Includes a physical membership card posted to UK residents or a digital card for overseas residents, plus access to the weekly Norfolk Top 5 newsletter.
• Norfolk Passport Room Booking Platform Dedicated online booking portal at rooms.norfolkpassport.com for booking accommodation rooms across the Norfolk Passport partner network, including Ffolkes, Beachside Sheringham, The Pigs, Byfords, and The Assembly House. Allows members to apply their 10% partner discount on room stays in a single checkout flow.

Quantifiable outcome

• Over 80 luxurious rooms across five award-winning locations

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Beachside SheringhamcoreGTM or Marketing PartnerFour self-catering apartments by the sea in Sheringham, Norfolk. Norfolk Passport members receive 10% off stays. Book 4-day midweek, 3-day weekend, or week-long breaks from £385.
• Byfords HoltcoreGTM or Marketing PartnerGrade II listed building in Holt town centre with 16-bedroom posh B&B and cosy restaurant. Recently celebrated 25th anniversary with upgrades including Henry's exclusive residents-only bar. Members save 10% on food and rooms from £170/night.
• Ffolkes HillingtoncoreGTM or Marketing PartnerBold colourful destination in West Norfolk with 22 bedrooms, FFOLKESPA (12 thermal experiences), FEAST street food, and PLAY activities including Container Golf. Members receive 10% off food and stays.
• NuMicoreGTM or Marketing PartnerHealth partner providing personalised health checks and expert Health Coaching in Norfolk. Members receive exclusive health and wellness perks.
• Sponge Online Cake DeliverycoreGTM or Marketing PartnerHandcrafted cakes and brownies baked in Norfolk and delivered across the UK. Gluten-free, dairy-free and vegan options available. Members save 10% by entering passport number in order notes.
• The Assembly House NorwichcoreGTM or Marketing PartnerGorgeous Georgian gem in Norwich heart with 15 characterful bedrooms and famous afternoon teas. Described by Grace Dent as 'one of the UK's loveliest boutique hotels'. Members save 10% (excludes weddings, conferences and private dining).
• The Pigs EdgefieldcoreGTM or Marketing Partner18 in-room spa bedrooms with saunas, steam rooms and hot tubs. Restaurant with honest British cooking and on-site PIGSPA. Members save 10% on food and stays from £280/night.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Groupon: Global deals marketplace with significant UK presence across dining, travel, and local experiences. Functionally similar to Norfolk Passport in driving local discovery and discount redemption but at vastly greater scale and with transactional (not membership) distribution.
• Wowcher: Major UK daily-deals marketplace offering heavily discounted local experiences, dining, and travel. Operates a much broader discount platform than Norfolk Passport but addresses the same consumer need of discovering discounted local experiences.
• VoucherCodes: Leading UK voucher codes and deals platform acquired by RetailMeNot. Competes for the same consumer wallet share of discount-driven local purchases, though via online codes rather than a membership card.

Direct peers

• Days Out Guide: UK aggregator of vouchers and discounts for days out, attractions, and family activities. Comparable to Norfolk Passport's focus on local experiences and attraction discovery, with a national scope.
• Meerkat Meals: Dining discount benefit bundled with Compare the Market's Meerkat Movies platform, offering 2-for-1 meals at UK chain restaurants. Comparable to Norfolk Passport's discount-per-redemption model but distributed via insurance bundling rather than direct signup.
• Tastecard: UK-based dining discount membership programme offering 50% off (or 2-for-1) meals at thousands of restaurants. Directly comparable to Norfolk Passport's hospitality discount concept but at national scale with a paid membership model.
• Gourmet Society: UK membership club offering dining and leisure discounts including restaurants, days out, and cinema. Closely comparable to Norfolk Passport in offering a single card across multiple hospitality and leisure categories.

Regional players

• Visit Norfolk: Official Destination Management Organisation promoting Norfolk as a tourism destination. Comparable as a regional tourism-discovery channel but operates as a non-commercial DMO rather than a transactional discount programme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/norfolkpassport
• Facebookfacebook.com/NorfolkPassport
• Instagraminstagram.com/norfolk_passport
• LinkedInlinkedin.com/company/norfolk-passport

Revenue estimate

Valuation estimate

Number of profiles

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 Norfolk Passport