Theme Park Pricing: Will dynamic airline-style pricing take hold in theme parks? - OrlandoSentinel.comIf theme parks were airlines, the price of admission to the Magic Kingdom might vary depending on how far in advance you bought the ticket, whether you wanted to go on a Tuesday or a Saturday, and if your visit happened to fall during the high-demand season around Christmas.Though airfare-style pricing is catching on in other industries, it has been used sparingly so far in Central Florida, with theme parks typically offering it only for special events, such as Disney's Mickey's Very Merry Christmas Party and Universal's Halloween Horror Nights.
But the idea of boosting revenue with such dynamic pricing and other types of variable-ticket systems has been getting some attention. Last week, for example, the topic drew scores of park operators to a panel discussion in Orlando during the annual meeting of the International Association of Amusement Parks and Attractions, the industry's largest trade group.
"Day-of-the-week pricing, where you price cheaper during the week and more expensive on the weekends, is extremely uncommon. I think there's a gold mine right there," said Martin Lewison, an assistant professor atFarmingdale State College in New York who studies attraction pricing.