Walt Disney World begins date-based pricing

As of yesterday, Walt Disney World in Florida has begun rolling out date-based pricing for its parks. Prices fluctuate based on how busy the park is.

Some prices have decreased while others have increased. A guest purchasing a 3-day ticket starting Feb. 10, 2019 will now pay $4 less per day than they would have before.

A guest purchasing a 6-day ticket this Thanksgiving will now pay an average of $5 more per day – since it’s one of the most popular times of year to visit.

Thomas Smith, Editorial Content Director for Disney Parks, said in a blog post: “As our parks continue to increase in popularity, this new pricing model is part of our broader efforts to better spread attendance throughout the year, and is intended to help us improve and deliver a great experience for our guests. We continue to grow with industry-leading immersive lands like Pandora – The World of Avatar at Disney’s Animal Kingdom and Toy Story Land and the upcoming Star Wars: Galaxy’s Edge at Disney’s Hollywood Studios, and we’re also looking forward to opening even more attractions that take creative storytelling to the next level.”

The park has also launched new online planning tool offering guests a more personalised booking experience and add-ons.

Dynamic and alternative pricing schemes

Disney has previously tested dynamic pricing during a preview of Pixar Pier. Encouraging visitors to buy tickets further in advance, even if it’s only one day ahead of their visit, will allow parks to plan more easily.

Personalised or dynamic pricing has been tested recently by Merlin Entertainments at SEA LIFE Scheveningen, where the Convious AI software doubled online revenue.

Most recently, Belgian theme park Bobbejaanland scrapped its entry fee in favour of a pay-as-you-go app, where visitors only pay for the minutes that they are present in the park. Visits can cost as little as €0.12 per minute.