Alton Towers is in the 'Principals' sector on the chain of distribution. The Merlin Group own Alton Towers along with other visitor attractions such as Thorpe Park, Lego Land etc, these are all horizontally integrated and each attraction promotes one another. Alton Towers has lots of different inter-dependencies which help increase its visitor numbers meaning the business will create a bigger profit. Other businesses such as accommodation providers and coach company's are Principals that Alton Towers inter-depend on. An example of a coach company Alton Towers work with is King House Travel. Alton Towers rely on this company as it means their customers have an easier way of getting to the park so are therefor more likely to purchase a ticket. King House Travel also benefit from this as it means they are guaranteed business. Alton Towers will offer people using the coach company tickets at a reduced price in a package. For an adult package the price is £69.99, meaning customers are saving £21 and a child package is £64.29, meaning customers save £17.50. Alton Towers will still be making a profit even though they are selling some tickets cheaper, as it is attracting a bigger range of customers.