For the first time in 60 years, the Walt Disney Company is thinking of changing to a pricing model based on demand at its U.S. parks.
Until now, price breaks were reserved for Florida or California residents, deals for military, or package deals that included your hotel. If this price model gets adopted, it will offer guests a chance to save on admission if they are flexible on their dates and can plan their visit at off peak times.
New Pricing Model
The new pricing model under consideration would provide incentives for guests to visit Disney parks in off peak times in a way similar to what the airlines do. Admission prices would go up on busy days like weekends, and times around major holidays, and would be less during the week and low-tourist season.
These changes are being proposed at a time when the Disney parks are experiencing record numbers. According to the Wall Street Journal, the demand-based pricing could help reduce congestion, raise attendance at slower times and offer more value to park visitors with not only a price-savings but also shorter lines and wait times for rides and attractions.
Along with the possibility of this new pricing model, Disney has also been experimenting with using technology to manage crowds. For instance, the “My Disney Plus” wristbands lets customers reserve times for rides and meals before they arrive.
“We continue to evolve the way we think about managing demand—particularly during our busiest seasons—in order to deliver a world-class experience for our guests.” — Jacquee Wahler, Disney spokesperson via NBC News
In August, Disney announced that Star Wars themed lands will be coming to Disneyland in Anaheim, California, and Disney’s Hollywood Studios at Walt Disney World Resort in Orlando, Florida. These are Disney’s largest single-themed land expansions ever at 14-acres each so crowds are expected to continue to grow.
This demand-based pricing could help with crowds, but this potential pricing change is still under consideration. Other options being considered include imposing restrictions or adding perks to tickets instead of tweaking prices.