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

[GimpYancIent]

Exactly that. If you delay booking for 2-3 months the total price could be different.

There’s probably a tad over reaction on this one.

Soooooo kind of like playing Russian Roulette with your bookings. Planning on a Disney vacation? Let's spice it up and gamble with bookings.

 

[BrianLo]

This doesn’t “reward” any customer…it’s a shell game and mind tricks to price gouge. Again…there is no scarcity therefore there’s no justification.

For clarity, I’m not disagreeing. There’s nothing consumer focused in the approach.

Just stating I don’t think it will be that noticeable; the one caveat might be the parties. Since those sell out they’ll really ramp those up.

 

[Jambo Dad]

Not if you read that horrid Q&A

Id say we’re more joking/underplaying it.

This is a corporate exec in very “certain terms” talking about screwing the people that dare set foot in their amusement parks.

I had to read it several times…as even I can’t swallow that kinda hubris on the first pass

Nicely put!

 

[KDM31091]

That “adr crowd” has an APB out on it…there’s nobody making them. Don’t believe my schtick…look Today…or anyday…check it. They’ve already cut the capacity down for cost savings and still can’t fill them. The DDP killed that…

“Dynamic” food pricing is just another fomo tactic on product that isn’t needed. Like lighting lane.

They can’t do anything different…openly admitting they aren’t seeking new customers…just paralyzed.

I know there is a defender tendency to downplay bad decisions…just as there is a critic tendency to pour gas and throw a match on them…oppo sides of the scale…

But there’s no way to twist on this one. I knew some would try though…don’t believe “that guy”

This doesn’t “reward” any customer…it’s a shell game and mind tricks to price gouge. Again…there is no scarcity therefore there’s no justification.

At some point there is no defending just flat out greed. Wendy's mentioned rolling this out and was flamed to hell and abandoned the idea. I don't see how this would be any different, but the problem is some people will defend them to the ends of the earth, even though just because we love Disney does not mean we should blindly accept and support everything they do.

 

[KDM31091]

For clarity, I’m not disagreeing. There’s nothing consumer focused in the approach.

Just stating I don’t think it will be that noticeable; the one caveat might be the parties. Since those sell out they’ll really ramp those up.

I've said before during party discussions I do wonder what the ceiling for people is but Disney FOMO is very strong so $500 parties may still not scare people off

 

[Sirwalterraleigh]

At some point there is no defending just flat out greed. Wendy's mentioned rolling this out and was flamed to hell and abandoned the idea. I don't see how this would be any different, but the problem is some people will defend them to the ends of the earth, even though just because we love Disney does not mean we should blindly accept and support everything they do.

What’s telling is there is no attempt to say it’s “good for the guest” or “based on feedback”. Which they have done for every single price increase for 50 years.

Every
Single
One

When the spin doctors can’t get it turning…the implication is quite damning

 

[Sirwalterraleigh]

I've said before during party discussions I do wonder what the ceiling for people is but Disney FOMO is very strong so $500 parties may still not scare people off

They cannot profit without volume. The overhead is far too heavy. That’s why they function intentionally on the mass market.

The actual dollar amounts would fall…even if the % of profit rises…which is not an option. That don’t play on the street.

There is all kinds of repeated stupidity from diehard fans…for 10 years…because Bob made stupid comments…that it can be transformed into an elite enclave.

It is not possible.
Repeat that 1,000 times until you know it.

What are we doing here?

 

[donaldtoo]

What’s telling is there is no attempt to say it’s “good for the guest” or “based on feedback”. Which they have done for every single price increase for 50 years.

Every
Single
One

When the spin doctors can’t get it turning…the implication is quite damning

The sickest part is they’re telling you what they’re doing to you and so many will just bend over and willingly take it…BOHICA…Bend Over Here It Comes Again.

 

[monothingie]

Not if you read that horrid Q&A

Id say we’re more joking/underplaying it.

This is a corporate exec in very “certain terms” talking about screwing the people that dare set foot in their amusement parks.

I had to read it several times…as even I can’t swallow that kinda hubris on the first pass

To all the suckers who get all warm and fuzzy when the carefully crafted Disney PR machine tells you that they're a company of story tellers and dreamers, while showing pictures of underrepresented groups of people specifically casted to be smiling happily enjoying experiences that the everyday public will never experience....

Just remember,

Hugh "G" Johnston said the quiet part out loud. They hate and have nothing but contempt for you the guest.

 

[flyerjab]

I’ll be honest and say that my wife and I can pretty much handle the price increases as our adult children no longer go with us (maybe they are the smart ones lol). This is not a boast as at some point I would think the constant increases will impact us.

Iger tied himself to consistent appeasement of Wall Street that I pretty much expect all of this. Jeff Vahle also stated that as a company they are now in the process of maximizing underperforming sections of the parks before any actual large expansions. On top of that they are now working to maximize profits from food, beverages, etc.

What really bothers me is Iger’s audacity with all of this. He is on record stating his concerns about families being able to afford a vacation at there’s theme parks because of price increases. I’m sorry, but you can’t say that as you CONSTANTLY INCREASE PRICES…LITERALLY EVERYWHERE!! He is talking and doing things out of both sides of his mouth…and it is becoming more and more noticeable. He’s trying to play to the consumer while pricing many of them out. Sorry Bob, but in today’s social media world where everything is recorded, you can’t do that!

He really just needs to go…now. I’ve become tired of his act. His little legacy tour he is going on is embarrassing. I saw an interview where he talks about how he thinks he has done a good job and would like to think Walt would be proud of what he has done with the company. Don’t go breaking both of your arms patting yourself on the back dude.

 

[monothingie]

I’ll be honest and say that my wife and I can pretty much handle the price increases as our adult children no longer go with us (maybe they are the smart ones lol). This is not a boast as at some point I would think the constant increases will impact us.

Iger tied himself to consistent appeasement of Wall Street that I pretty much expect all of this. Jeff Vahle also stated that as a company they are now in the process of maximizing underperforming sections of the parks before any actual large expansions. On top of that they are now working to maximize profits from food, beverages, etc.

What really bothers me is Iger’s audacity with all of this. He is on record stating his concerns about families being able to afford a vacation at there’s theme parks because of price increases. I’m sorry, but you can’t say that as you CONSTANTLY INCREASE PRICES…LITERALLY EVERYWHERE!! He is talking and doing things out of both sides of his mouth…and it is becoming more and more noticeable. He’s trying to play to the consumer while pricing many of them out. Sorry Bob, but in today’s social media world where everything is recorded, you can’t do that!

He really just needs to go…now. I’ve become tired of his act. His little legacy tour he is going on is embarrassing. I saw an interview where he talks about how he thinks he has done a good job and would like to think Walt would be proud of what he has done with the company. Don’t go breaking both of your arms patting yourself on the back dude.

The internal culture is so rotten within Disney that none of the internal replacements for Iger will change any of this, if anything it will be doubled down on.

The only thing that can save them is being purchased and broken up. Let the parks run as their own independent business and not have them be responsible for shouldering the financial well being of the rest of the failing company. (And yes I can say failing because look at the ROI under Iger.)

 

[Trauma]

They cannot profit without volume. The overhead is far too heavy. That’s why they function intentionally on the mass market.

The actual dollar amounts would fall…even if the % of profit rises…which is not an option. That don’t play on the street.

There is all kinds of repeated stupidity from diehard fans…for 10 years…because Bob made stupid comments…that it can be transformed into an elite enclave.

It is not possible.
Repeat that 1,000 times until you know it.

What are we doing here?

But that’s not what Bob said….

Do you not remember what Bob said?

What you are saying is simply not true because Bob said…

Bob said…

Bob said…



Everyone let’s chant it together, if we can dream it !!

 

[Sirwalterraleigh]

The sickest part is they’re telling you what they’re doing to you and so many will just bend over and willingly take it…BOHICA…Bend Over Here It Comes Again.

That’s a sign of the times…corporate execs were on hot mics since the plague talking about gouging in the open…and received no significant backlash…

People are stupid…they didn’t respond to egregious pricing…instead being manipulated in SM over where a business was “Merica first” or “DEI compliant”.
Chasing squirrels.

Now the gates are open. Disney is just falling in line…because they’re not expected to do more.

 

[monothingie]

At some point there is no defending just flat out greed. Wendy's mentioned rolling this out and was flamed to hell and abandoned the idea. I don't see how this would be any different, but the problem is some people will defend them to the ends of the earth, even though just because we love Disney does not mean we should blindly accept and support everything they do.

I still don't see the correlation between expecting that what works at DLP will work at the domestic resorts. Consumer's leisure spending habits differ greatly and Americans are more cost conscious and responsive to these revenue enhancement schemes.

Or they're just gaslighting everyone to think that it's not been a problem at DLP when it has been, with no one having any way to independently verify Hugh "G" Johnston's claims.

 

[lentesta]

Getting the yield up during times when they have no expansion coming online (now-late 2026). Implicit in there is how they will let loose once stuff like the new builds come out.

In talking about this at IAAPA, one take on this announcement now was that it was Josh D'Amaro reminding Wall Street "I am willing to make unpopular decisions to increase shareholder returns from DPEP and will continue that if I'm CEO." And if Johnston was willing to say it, is that some sort of signal that the other execs are okay with Josh.

 

[HauntedPirate]

To all the suckers who get all warm and fuzzy when the carefully crafted Disney PR machine tells you that they're a company of story tellers and dreamers, while showing pictures of underrepresented groups of people specifically casted to be smiling happily enjoying experiences that the everyday public will never experience....

Just remember,

Hugh "G" Johnston said the quiet part out loud. They hate and have nothing but contempt for you the guest.

Be quiet, you money-dispensing meat bag, and go book 14 MAGICAL!!! WDW vacations as penance.

 

[monothingie]

In talking about this at IAAPA, one take on this announcement now was that it was Josh D'Amaro reminding Wall Street "I am willing to make unpopular decisions to increase shareholder returns from DPEP and will continue that if I'm CEO." And if Johnston was willing to say it, is that some sort of signal that the other execs are okay with Josh.

The wild part is that none of the experiences segment turmoil really matters to shareholders. Parks are the boiler room operation that keep the lights on for the rest of the company, but it's buried in the basement. DTC has got the penthouse corner office in shareholder's minds.

Josh doesn't know anything about studios and streaming. He's basically Chapek2, but smoother and more polished and better looking (with pants so tight they could strangle a python).

 

[Chi84]

Without managing to insult the French, does anyone know how this has been working in DLP?

 

[Basil of Baker Street]

I've come to accept dynamic pricing in my everyday life. Even my local state park uses dynamic pricing which is absurd. I don't like it, but it's here. As a consumer concerning their hotels and tickets, I can look at there prices and choose to go or not go. That's on me.

Here is where massive problems could come in assuming they dynamically price food. Lets say you book your hotel and ticket package for X. You fly in, Uber to your resort, then are faced with ridiculous food prices but have no choice but to pay up. Could you imagine the backlash? I have a hard time believing this fluctuating food nonsense. But.................................................................................................................................................................................................Bob

 

[Trauma]

Without managing to insult the French, does anyone know how this has been working in DLP?

According to our AI overlords:





What Disneyland Paris actually did:

• Switched to full-on dynamic pricing on Nov 19, 2024.
  1-day/1-park tickets now float inside a range instead of a fixed price for that date. Sources put that roughly around €65–€119 (or about £48–£139) depending on demand, season, and how close you buy to your visit.
• Prices can adjust several times a day, but once you put tickets in your cart, the price is locked for 60 minutes so it doesn’t jump while you’re paying.
• They also extended the booking window to ~18 months / up to March 2026, which lets them nudge demand around the calendar more aggressively.

So in practical terms, it’s airline pricing… except you’re buying the right to stand in line for Crush’s Coaster.




How it’s working for Disney (money side)

• Disneyland Paris is being used as the test lab for the whole company’s dynamic pricing push. Disney’s CFO Hugh Johnston literally pointed to Paris as the year-long test case and said they’ve “invested in creating dynamic pricing” there and that early results are “strong.”
• A separate summary of his comments notes that, according to Disney, they haven’t seen meaningful negative guest feedback about the change so far—at least not enough to scare them off rolling it to the U.S. parks.
• Big picture:
  • Disneyland Paris hit record revenue of about €3.1 billion in the year to Sept 30, 2024 (before dynamic fully kicked in), and it remains the most-visited tourist attraction in Europe with ~16.1 M visitors in 2023, only dipping slightly to 15.8 M in 2024.
  • Profits later halved to ~€88 M, but that was mostly because of higher costs (strikes, wage increases, profit-sharing, inflation), not because people stopped coming or tickets got cheaper.

Put together: attendance is still huge, revenue is strong, and pricing is now more “yield-optimized”. From Disney’s point of view, that’s a win.


How it’s working for guests


Guest experience is more mixed:

• Tickets did effectively go up for many dates. Travel bloggers and trip-planning sites note that dynamic pricing at Disneyland Paris has meant “prices generally increased across the board and are more highly variable,” with better deals mostly if you book far in advance or choose less popular days.
• Some industry commentary calls it “surge pricing” and rolls it into the general “pricing madness” narrative around Disney, with fans seeing it as yet another way to squeeze visitors.
• On the plus side, you can sometimes find softer days that are cheaper than peak-season old pricing, and the calendar is more transparent: you can see a long window of dates and pick your pain level in advance.

So: people complain, but they also keep buying, which is exactly what Disney wants.