What major investment was made in 2024?

• A. Nearly £1m in intangible fixed assets - new data analytics tools, smart badge enhancements, AI packages, dedicated booking platform
• B. A cash donation to a charity
• C. Acquisition of a hotel chain
• D. Expansion of printing facilities

Answer: (A)

Investing nearly £1m in intangible fixed assets—such as data analytics tools, smart badge enhancements, AI packages, and a dedicated booking platform—shows a push to build long-term, non-physical capabilities that drive operations and growth. Intangible fixed assets are non-physical resources that are capitalized and amortized over their useful life, signaling a strategic upgrade of technology and data capabilities rather than a one-off expense. This aligns with a major 2024 investment aimed at improving analytics, automation, and the guest experience through digital platforms. The other options describe spending that is either charitable, or involves physical expansions or a different type of corporate action, and thus do not reflect the same long-term digital investment.