If they redesign their website too often people will lose track of the brand identity of Alton Towers.
Thats not entirely true, with the internet fast becoming the biggest channel of sales and revenue in many sectors it's important for companies to stay on top of their online identity. At the same time, the internet is so fast paced, what was cool yesterday can easily be out of date tomorrow.
The current Alton Towers branding, which is perhaps at its strongest in quality and coherence for quite sometime as naturally evolved this year. The quality of imagery and style has stepped up a gear, but at the same time its in keeping with the roots established last year. It is important that the website, as the parks single largest marketing tool, supports this evolution too, otherwise you end up back at square one with an inconsistent brand.
All that will be needed are minor improvements and a general refresh. I'd like to see some major changes however as the existing brand style could be implemented online so much better!