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

monothingie

Dynamically Raising Prices Excites Me
Premium Member
They’re treating everything as a micro transaction…like a video game…

Whether they want to accept it or not…getting hit at every turn over the course of 5,6,7+ days drags the customer and creates that bad taste that cause them to be pulled out of the “euphoria” of travel spending.

Post travel regret to the swamp seems to be a frequent thing now…just based on conversations and perceptions

That's so true. Just looking at my last day at EPCOT was dozens of CC transactions at kiosks/merch/LL, looking back at it, it was just stupid. I actually felt like a sucker.

At least with cruise lines (except DCL for some reason...) I can 100% pay for all of my expenses - including specialty dining and drinks and gratuities (except merch and casino) months before I ever get on the boat. It's such a good feeling knowing that the minute I walk off of the boat, there is no looming bill coming my way.
 

MisterPenguin

President of Animal Kingdom
Premium Member
European here (Netherlands), chiming in because I visit Disneyland Paris regularly and we’ve already lived through Disney rolling out dynamic pricing in 2024. I figured some experience from Paris might help the discussion here, especially since the U.S. and European markets behave pretty differently.

A few things about Europe that really change how dynamic pricing plays out:
  • Americans, generally, seem more willing to spend big on Disney vacations than Europeans. At DLP, Premier Access isn’t widely used except on the busiest days. A lot of Europeans I know skip LL entirely at WDW, while over here it’s often discussed like it’s a must-buy. US tickets for the American parks are also significantly more expensive than tickets for DLP (like double at minimum).
  • We also have way more flexibility with vacation days. In the Netherlands, 20 days is the legal minimum, and 30–35 is totally normal. That flexibility makes it much easier to avoid the expensive days on the calendar.
  • And over here Disney has real competition for those 3-4 day trips. Europa-Park, Efteling, Phantasialand, Puy du Fou, these are major parks/resorts and significantly cheaper (value can be really good). That competition puts pressure on Disney not to push too far. In the US it seems to be mainly Universal that is on par in terms of value.
What dynamic pricing has actually done at DLP:
  • The pricing calendar is clearer now, and it’s easier to compare weeks and months. Even in summer you’ll see some weeks noticeably cheaper than others.
  • The cheapest days actually got cheaper: from about €56/$64 (incl tax) to €50/$57 (incl tax);
  • On the flip side, there are more €100-ish days ($115), but they’re usually easy to avoid if you can shift your trip even a little.
  • The best strategy has been booking early, since DLP tickets are fully refundable up to 3 days before. If the price drops, you cancel and rebook.
  • We have seen some sudden spikes (even up to +60% within weeks), but those have been rare so far.
  • Most of the time, once the calendar settles, prices are fairly predictable. In practice, the general pattern isn’t all that different from before dynamic pricing. Disney already knew how to optimize their old seasonal system, and this is basically a more flexible version of the same thing.

And honestly? I fully expect Disney to be more aggressive with this in the U.S.

From the outside, the American market looks much more accepting of dynamic/surge models in general. A good comparison is Broadway vs. London’s West End. On Broadway, heavy dynamic pricing is totally normal. In the West End, it exists but is noticeably softer.

Right now DLP is behaving much more like the West End, but I wouldn’t be surprised if WDW ends up more like Broadway.

Just thought it might help to share how the system has actually worked in practice here. Happy to clarify anything if it’s useful.
Was food in the parks dynamically priced?
 

jah4955

Well-Known Member
In better days…you’d get a phased closure of maybe one or two hours for one or two parks on the highest of high days…

But realistically they have never filled a parks that was “closed for the day”

And I was (im guessing not the only one) one who was in parks on the busiest day in its history


The only firsthand accounts of people being flat-out turned around/away for capacity was in the 20th century

Stockholders may not care so much for park capacity, but they would love to always have "LL" capacity.
 

Chi84

Premium Member
European here (Netherlands), chiming in because I visit Disneyland Paris regularly and we’ve already lived through Disney rolling out dynamic pricing in 2024. I figured some experience from Paris might help the discussion here, especially since the U.S. and European markets behave pretty differently.

A few things about Europe that really change how dynamic pricing plays out:
  • Americans, generally, seem more willing to spend big on Disney vacations than Europeans. At DLP, Premier Access isn’t widely used except on the busiest days. A lot of Europeans I know skip LL entirely at WDW, while over here it’s often discussed like it’s a must-buy. US tickets for the American parks are also significantly more expensive than tickets for DLP (like double at minimum).
  • We also have way more flexibility with vacation days. In the Netherlands, 20 days is the legal minimum, and 30–35 is totally normal. That flexibility makes it much easier to avoid the expensive days on the calendar.
  • And over here Disney has real competition for those 3-4 day trips. Europa-Park, Efteling, Phantasialand, Puy du Fou, these are major parks/resorts and significantly cheaper (value can be really good). That competition puts pressure on Disney not to push too far. In the US it seems to be mainly Universal that is on par in terms of value.
What dynamic pricing has actually done at DLP:
  • The pricing calendar is clearer now, and it’s easier to compare weeks and months. Even in summer you’ll see some weeks noticeably cheaper than others.
  • The cheapest days actually got cheaper: from about €56/$64 (incl tax) to €50/$57 (incl tax);
  • On the flip side, there are more €100-ish days ($115), but they’re usually easy to avoid if you can shift your trip even a little.
  • The best strategy has been booking early, since DLP tickets are fully refundable up to 3 days before. If the price drops, you cancel and rebook.
  • We have seen some sudden spikes (even up to +60% within weeks), but those have been rare so far.
  • Most of the time, once the calendar settles, prices are fairly predictable. In practice, the general pattern isn’t all that different from before dynamic pricing. Disney already knew how to optimize their old seasonal system, and this is basically a more flexible version of the same thing.

And honestly? I fully expect Disney to be more aggressive with this in the U.S.

From the outside, the American market looks much more accepting of dynamic/surge models in general. A good comparison is Broadway vs. London’s West End. On Broadway, heavy dynamic pricing is totally normal. In the West End, it exists but is noticeably softer.

Right now DLP is behaving much more like the West End, but I wouldn’t be surprised if WDW ends up more like Broadway.

Just thought it might help to share how the system has actually worked in practice here. Happy to clarify anything if it’s useful.
That’s incredibly helpful. As you can see we have a tendency to wildly overreact on this forum.
 

Sirwalterraleigh

Premium Member
That's the real danger the Disney is exposing itself to. Bad word of mouth is the worst thing from a PR perspective because it's genuine. The low information dusters and shills will say ...attendance is not failing, its flat or just grew by little bit so it's fine...

Eventually you reach an upper limit to guest spending through price increases or new revenue sources (like dynamic pricing), and with Disney operating under such tight margins, it can quickly collapse on itself. This whole dynamic pricing idiocy is just another hole it in the foundation.
Regarding word of mouth…

I think they’ve made it obvious that they have now disregarded that and pivoted towards promoting “influencing”
Most companies have…it’s not a terrible idea

But if that turns on you it will be much more difficult to limit the damage

Playing with fire
 
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MisterPenguin

President of Animal Kingdom
Premium Member
It was Wendy’s. They got a ton of backlash for it and are now closing hundreds of stores
Surge pricing at Wendy's never happened.

In Feb of 2024, they announced they were planning to introduce it in 2025, but then there was indeed a PR backlash, and they never did it.

If one were to blame that controversy on Wendy's closing stores almost 2 years later, then why is MacDonald's and other fast food chains also closing stores?

 

GhostHost1000

Premium Member
Surge pricing at Wendy's never happened.

In Feb of 2024, they announced they were planning to introduce it in 2025, but then there was indeed a PR backlash, and they never did it.

If one were to blame that controversy on Wendy's closing stores almost 2 years later, then why is MacDonald's and other fast food chains also closing stores?

Because they have something in common to what Disney is heading towards.

Raising prices so much that what customers get in return isn’t worth it
 

monothingie

Dynamically Raising Prices Excites Me
Premium Member
Regarding word of mouth…

I think they’ve made it obvious that they have now disregarded that and pivoted towards promoting “influencing”
Most companies have…it’s not a terrible idea

But if that turns on you it will be much more difficult to limit the damage

Playing with fire
Or the brigade of Disney influencers go full shill and hyper cringe....
Suspicious Futurama GIF
 

MisterPenguin

President of Animal Kingdom
Premium Member
Because they have something in common to what Disney is heading towards.

Raising prices so much that what customers get in return isn’t worth it
As so, we all do forgive you for making up cause-and-effect with regard to Wendy's and its current shut-downs. Your admission of a mistake, instead of pivoting to another blanket and ill-informed business hot-take, was very civil of you.

Good day.
 

GhostHost1000

Premium Member
As so, we all do forgive you for making up cause-and-effect with regard to Wendy's and its current shut-downs. Your admission of a mistake, instead of pivoting to another blanket and ill-informed business hot-take, was very civil of you.

Good day.
Uh. Nowhere did I say they are closing stores because of their announcement of dynamic pricing. I just stated facts. They announced they were at one time, got a lot of backlash, and are closing stores now. That’s it. No mistake made and no forgiveness needed but you can spin it however you want if it makes you feel better.
 

jah4955

Well-Known Member
Regarding word of mouth…

I think they’ve made it obvious that they have now disregarded that and pivoted towards promoting “influencing”
Most companies have…it’s not a terrible idea

But if that turns on you it will be much more difficult to limit the damage

Playing with fire
I was always taught it was 8X harder to "win someone back" than winning them over for the first time.
 

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