MERLIN ENTERTAINMENT – ALTON TOWERS, THEMED BEDROOMS

Story-driven spaces for unforgettable stays – flooring that supports the magic.

Why this space matters

Alton Towers Resort is one of the UK’s most iconic theme park destinations – known for its record-breaking rollercoasters, fantastical experiences, and family appeal. The magic doesn’t stop at the gates. Its themed hotels are designed to extend the adventure into bedtime, where every room brings a different story to life. Flooring helps tie each theme together – offering comfort, colour, and durability, without ever stealing the show.

This is not just a floor...

It’s where bedtime becomes storytime.

The brief

Hull Flooring supports Merlin Entertainments with a long-term programme of themed bedroom refurbishments at Alton Towers Resort. As new storylines are introduced and existing rooms are refreshed, our team is brought in to uplift old flooring, prepare subfloors, and install custom carpets that match each unique theme.

Projects range in size and scope – from full re-themes like Gangsta Granny, to upgrades in existing family suites.

Making it work

With the hotel open year-round, each install follows a carefully timed schedule – arriving on site after 10am and completing by 3pm to avoid disrupting guest experiences.

We typically work across rooms sized 25–30sqm, using Ardex smoothing compound, stick-down underlay, and bespoke carpets developed to match the interior design. From bold graphics to rich colours, each floor becomes part of the narrative, adding warmth and playfulness underfoot.

To bring each room to life, Hull Flooring receives a bespoke Theme Book for every new concept. Working directly with the carpet and vinyl manufacturers, we act as the link between creative vision and practical delivery.

Our team manages the sample process on behalf of the client, ensuring colours, textures, and patterns are signed off before full production. It's a collaborative, detailed process that blends imagination with manufacturing precision — and it's a key part of keeping each room feeling magical, immersive, and on-brand.

Our ongoing partnership with Merlin Entertainment means we’re trusted to deliver themed refurbishments as and when new trends emerge – helping the resort keep its accommodation experience fresh and exciting for returning guests.

The result

With every update, we help Alton Towers create spaces that continue the magic of the park. Our flooring installations support comfort, creativity, and durability – and play their part in delivering a guest experience that’s as memorable as the rides themselves.

At a glance

• Client: Merlin Entertainments

• Sector: Leisure / Hospitality

• Programme dates: Ongoing

• Scope: Subfloor prep + carpet install / Themed bedroom flooring refurbishments

• Size: 25–30sqm each

• Timing: Day works (10am–3pm only)

• Key materials/systems:

  • Ardex smoothing compound

  • Bespoke manufactured, Themed carpet designs

Outcome:

Story-driven guest rooms refreshed with zero disruption; trusted delivery partner for magical stays