A lot of big changes are in store for Disney World, including new lands coming to the parks, a new expansion in Magic Kingdom, big ride updates, and more. But changes have also come to Disney World tickets…and this change goes beyond the recent price increases.
Well, another new change might be coming to tickets. Disney CFO Hugh Johnson recently suggested that dynamic pricing could be coming to Disney World soon.
Hugh Johnston, Disney’s Senior Executive Vice President and Chief Financial Officer, recently participated in a question-and-answer session at the Wells Fargo Technology, Media, and Telecom Summit. During the event, Johnston suggested that dynamic pricing could be coming to U.S. theme parks soon. He stated that Disney has been testing out dynamic pricing at Disneyland Paris, and it could make its way to the domestic parks over the next few years as the company continues to work on the system.
So what exactly is dynamic pricing? Well, it’s sorta’ like what you see with hotel rooms and airfare. It’s pricing based on demand, which means park tickets are higher when demand for those parks is greater. At Disneyland Paris, that meant the end of preset pricing for set dates. Instead, single-day tickets prices vary year-round.
However, Disney World already uses a surge-pricing model. When you buy a theme park ticket to Disneyland or Disney World, you must select the dates you’ll be visiting the parks. The price for those tickets depends on the date you select. Busier times of the year are more expensive, while slower times are cheaper. Disney World also has park-specific pricing.
So if dynamic pricing comes to Disney World, it would likely be a combination of the current surge pricing system with a dynamic pricing system that would charge different prices based on when you buy those tickets. Think of airfare and hotel booking: prices continue to fluctuate right up until the time of the flight. So you might look at airfare pricing one day and then look at it again a week later and see a different price for the same flight. That’s basically dynamic pricing.
We’ll have to see how this is rolled out in the U.S., but we’ll keep an eye on ticket pricing and let you know when changes happen. So check back with AllEars again soon for more.
You’re Buying the Wrong Tickets for Disney World
What do you think? Let us know in the comments!
What? Is this saying they could go back and charge you MORE after you already bought and paid for your tickets or room?
Hi Scott! No, once you purchase your room and tickets, that will be the price you pay.
Whew! That’s good to know, thanks Georgia.