Butlin’s has implemented a new AI tool to improve the employee feedback process.

The platform from WorkBuzz aims to highlight where the British seaside resort chain can improve engagement, wellbeing, and company culture, with managers receiving tailored action plans.

Butlin's launched the engagement survey platform earlier this year, with the first survey going live in May.

The tool replaced a previous platform which put greater ownership and time on managers to interpret their own results.

The new platform does all the analysis and interpretation, with AI delivering actionable recommendations directly to managers.

Several weeks after rolling out the survey, Butlin's introduced an improved employee recognition programme across all three Butlin's resorts.

This includes a ‘B-rewarded’ reward card, golden tickets for outstanding performance and service, and guest-to-team feedback via onsite QR codes.

Every team member now carries a reward card, earning a sticker from their leader as recognition of good work. Once they’ve collected ten stickers, they receive a reward.

The golden tickets are reserved for employees who demonstrate exceptional customer service, with the rewards ranging from a meal through to a cinema trip.

The new QR code system allow guests to provide instant feedback, whether on a family holiday or on one of Butlin’s adult only Big Weekenders.

Since going live with the tool, the company has seen employee engagement levels increase by four per cent.

“The minute our first survey closed, we had instant access to the results and insights,” said Liz Lloyds, people director, Butlin’s. “Using the AI recommendations, our managers clearly understood what was working well in their teams, as well as where improvements could be made to deliver meaningful outcomes."

She added that while the organisation has had a team member recognition programme for a number of years, it wasn’t consistent.

"The new programme is proving popular with the team and having a positive impact on our guest scores too," continued Lloyds. "We’re seeing year-on-year Net Promoter Score improvements, and so far, close to 4,000 guests have scanned the code to give a team member a personalised shout out.”

Using insights from the survey, The Butlin’s Leadership Development Programme, which was first launched at the end of 2024, will also be refined in readiness for its next cohort of employees in early 2026.

With three beachside resorts across the UK in Bognor Regis, Minehead, and Skegness, Butlin's welcomes around 1.5 million guests per year.

As of September 2022, Butlin’s is owned by a newly formed company backed by the Harris family.

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