We're the antidote to phones' Merlin boss on the business of experiences

Artificial intelligence is in the process of upending the business models of companies all over the world, but when it comes to the $100bn (£73bn) global theme park industry the thrill of "big metal" rollercoasters is still the biggest draw.

- Mark Sweney

Fiona Eastwood, the boss of the sector's second biggest operator, Merlin Entertainments, says that in a world dominated by battles over screen time it is real-life experiences that provide families with an "antidote to phones and digital technology".

"Tech definitely has a role," she said. "But you can't beat the real experience of height, of speed, of big metal and that real-life experience - because if you're not careful technology can be everywhere."

Eastwood, whose slate of 130 attractions in 22 countries includes nearly a dozen Legolands, Thorpe Park and Alton Towers, recalls abandoning virtual reality headsets on the Galactica ride at Alton Towers after visitors didn't take to the experience. "What we discovered was that it took people away from being together; they felt on their own, they may as well have been at home," she said. "Of course technology has a role, but that role has to be not just doing it for gimmick's sake. We've got AI and other tech-use cases under way at the moment, but ultimately I'm a strong believer that it's the real life experience that we are delivering."

Eastwood, who is a board member of the industry body UKHospitality, joined Merlin a decade ago and was made interim chief executive in November, then confirmed in the role in February.

Before Merlin she spent 18 years at the BBC in marketing, then moved to the commercial arm of the corporation, BBC Studios, where she had responsibility for the Doctor Who franchise.