News Disney CFO Hugh Johnston Says Dynamic Pricing Is Coming to the Parks

[wdwmagic]

Disney CFO Says Dynamic Pricing Could Be Coming to Walt Disney World and Disneyland

Disney CFO Says Dynamic Pricing Could Be Coming to Walt Disney World and Disneyland

www.wdwmagic.com

 

[Sirwalterraleigh]

…ummmm…

 

[newf709]

Potential for Lower Prices on Slow Days: Those visiting on traditionally less crowded days may benefit from lower ticket costs

Except that these prices will never drop below the already "low" level for slow season. So it's really only further increases for the busy days that they think people will pay anyway.

 

[GhostHost1000]

Travel Agent: ok your vacation will cost you X

Customer days later: ok we are ready to book!

Travel Agent: oh that’ll cost you more now

Customer: ….

 

[dmc493]

well yep I hate that but not unexpected

 

[Sirwalterraleigh]

Potential for Lower Prices on Slow Days: Those visiting on traditionally less crowded days may benefit from lower ticket costs

Except that these prices will never drop below the already "low" level for slow season. So it's really only further increases for the busy days that they think people will pay anyway.

I think that’s what they “give” now…I think this more “buy a year in advanced…save $5!!! But day before…sorry, bub…that’ll be $50”

 

[GhostHost1000]

Bottled Water in February: $5
Bottled Water in July: $10

…see where this could go

 

[Sirwalterraleigh]

well yep I hate that but not unexpected

…they didn’t even have to buy you a drink first?

 

[wedenterprises]

Potential for Lower Prices on Slow Days: Those visiting on traditionally less crowded days may benefit from lower ticket costs

Except that these prices will never drop below the already "low" level for slow season. So it's really only further increases for the busy days that they think people will pay anyway.

And by "lower" he just means "the lowest." As-in, higher than what it is today.

 

[EricsBiscuit]

Bottled Water in February: $5
Bottled Water in July: $10

…see where this could go

Fortunately FL is very strict re price gouging necessities, especially around hurricanes but I can see where dynamic pricing of water would be a no no.

 

[HauntedPirate]

 

[GhostHost1000]

Disney still provides water for free (in small cups) at places when asked, so they could easily raise the price of purchased drinks if they wanted

I don’t put it past Disney to do anything they can for a buck these days

 

[bmr1591]

They're already doing this with tickets, hotels, and LL. Food feels like this next one to hit, though I can't see how that might go over well. It's really difficult for families to budget when a hot dog is $7 in April and $12 in June.

 

[WorldExplorer]

I'm so glad I'm not there anymore.

 

[Sirwalterraleigh]

Fortunately FL is very strict re price gouging necessities, especially around hurricanes but I can see where dynamic pricing of water would be a no no.

You want to buy some magic beans?

 

[Sirwalterraleigh]

They're already doing this with tickets, hotels, and LL. Food feels like this next one to hit, though I can't see how that might go over well. It's really difficult for families to budget when a hot dog is $7 in April and $12 in June.

Unless I’m missing something…they don’t do this…

Date based pricing and “dynamic pricing” is not the same thing.

This is more like airline tickets…not…”more for a ticket on Christmas as opposed to January 10th”.

These are two different things…a nuclear blast is gonna go off when people realize what they’re trying to do here

 

[donaldtoo]

“Dynamic Pricing”…I just lost my beans…!!!!!

 

[monothingie]

Congratulations Disney on modeling your hospitality business based on United Airlines!

Please tell me how guests will love the increased costs and higher prices!

 

[monothingie]

Today’s ticket prices will be…

 

[bmr1591]

Unless I’m missing something…they don’t do this…

Date based pricing and “dynamic pricing” is not the same thing.

This is more like airline tickets…not…”more for a ticket on Christmas as opposed to January 10th”.

These are two different things…a nuclear blast is gonna go off when people realize what they’re trying to do here

Okay, so clarify if I'm misunderstanding. Our current date-based pricing is kinda dynamic, as it is different depending on the day. In a new dynamic model, we're not talking about date-based so much as minute-based. Such as when I buy eight airline tickets at $52 each and go in to purchase another group of eight, that price is now $79 each. So if Disney were to use this new dynamic model, an AI algorithm would note that MK has hit a certain ticket breakpoint or is seeing a lot of volume purchased at a certain time, so they raise the price of the ticket on it to (a) capitalize on the demand and (b) push people toward other parks with potentially lower prices on them.


If this is what we're talking about, that feels needlessly complex and a quick way to a lot of people off. "I know your friends just purchased Christmas party tickets for $189 each, but this party seems popular, so even though you're buying three minutes later, the cost for you is $209 each.