Disneyland may soon adopt a dynamic ticket pricing model similar to the one recently implemented at Disneyland Paris. Disney Chief Financial Officer Hugh Johnston discussed the potential shift during a session at the Wells Fargo Technology, Media and Telecommunications Summit on Wednesday. This model, inspired by airline pricing strategies, adjusts ticket costs based on demand, encouraging visitors to book early for lower prices and penalizing those who delay their purchases.
Johnston noted that the dynamic pricing system at Disneyland Paris has been successful since its introduction in November 2024. “It’s off to a very good start,” he said, adding that Disney plans to optimize the system before rolling it out in the United States. The dynamic pricing model allows ticket prices to fluctuate based on demand, with costs rising on popular dates and decreasing on slower days. This system aims to increase attendance and visitor spending while encouraging early ticket purchases.
While Disney already employs variable pricing at its hotels in Anaheim and Orlando, the new system would extend this approach to the theme parks. Johnston emphasized that the goal is to implement dynamic pricing without negatively impacting guest experiences or generating consumer backlash. According to a report by Lightshed Partners, the shift could eliminate the need for public announcements of ticket price increases, as prices would continuously adjust based on demand.
Johnston clarified that while the pricing model shares similarities with airline strategies, Disney aims to avoid the negative connotations associated with such comparisons. The company plans to introduce dynamic pricing domestically in the coming years, though no specific timeline has been set.
Recent Comments