Disney plans to introduce dynamic pricing at its US theme parks to drive incremental revenue, the company's chief financial officer Hugh Johnston has confirmed.
As reported by Deadline, Johnston said during a Q&A at the Wells Fargo TMT conference: "We’re actually investing in creating dynamic pricing. We’re doing it in Paris right now. We’ve been doing it for about a year. It’s off to a very good start.
"But we’re really going to make sure we optimize it before we bring it into the domestic parks. So that’s probably something that you won’t see this year, but you may see in subsequent years."
Johnston added: "You know, we already do it in the hotels to some degree. So this is basically just bringing it in the parks. But done in a way that that obviously doesn’t create guest experience issues or consumer negative feedback, and all of that. And so far, in Paris, we haven’t seen any."
Dynamic pricing, also known as surge pricing, is a strategy where cost of a product or service is changed in real-time to respond to factors like demand, supply, competition, and market conditions.
In recent years, UK-based attractions operator Merlin Entertainments has introduced a new dynamic pricing model to its sites, which include Legoland parks and Sea Life aquariums.
Record operating income at Disney parks
Last week, Disney's theme parks and experiences segment reported record operating income for the fourth quarter and 2024–25 fiscal year.
In a joint statement, Johnston and Disney's CEO Bob Iger said: “Despite increased competition in the marketplace, Walt Disney World and Disneyland remain the two most visited theme parks in the world, offering an unparalleled guest experience.”
Images courtesy of Disney
