Disney unveils date based pricing for parks

Disney will launch a new date-based
ticket-pricing scheme supported by an interactive calendar for its Florida theme parks, the company revealed on the Disney Parks Blog.

The new online system at the consumer site DisneyWorld.com
will be complemented by a parallel trade version for travel advisers and
wholesalers at DisneyTravelAgents.com. Both systems will go live Oct. 16 and
allow booking through December 2019.

Concurrent with the changes, pricing on all four parks will
become uniform. Previously, the guests paid a premium for one-day entry to the
Magic Kingdom. The price range for one-day tickets will be $109 to $129,
depending upon the date.

The changes represent an evolution of date-sensitive pricing that
was introduced two years ago. That model took seasonality into account and
charged differently for “peak,” “moderate” or “value”
admission times. The updated process gets much more granular, with different prices based on the dates guests choose to
visit.

DisneyWorld.com also will be enhanced with online tools
designed to “simplify the booking experience for guests and help them
easily customize their visit based on their unique needs and interests,”
said Disney spokeswoman Jacquee Wahler. The site will help orient guests to the
scope and variety of attractions and “gives guests tailored choices”
while better enabling the company to “better spread attendance throughout
the year to improve the guest experience,” she said.

Similar to hotels and airlines, pricing may vary based date,
but unlike those revenue models, pricing will not “surge” or be
dynamic in response to heightened demand. It will instead use historical data
to predict expected demand at parks.

Searches can be done that request the lowest pricing for
various lengths of stay in various months, and price breaks will be given for
longer stays. Taking into account dates, type of tickets and length of stay,
there are approximately 10,000 possible outcomes to queries.

In addition to the consumer website, travel advisers and
wholesalers, tickets can still be purchased from Disney phone banks or Disney
guest services.

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