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

[Sirwalterraleigh]

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.

I would agree…

For those that don’t know the difference (I bet there are many)

Time off and leisure are treated completely differently in Europe than here.

There it is mandatory…it’s not up for debate. Try to deny leisure and les miserables breaks out

Here you’re often shamed and looked down upon for daring to do it. That’s why there is inherent monetary scrutiny and pressure. It’s Stockholm syndrome. We all must shovel coal in the furnace of free market to keep it blasting at all times. We don’t even retire anymore…

Try to sell that in France

Maybe the uproars will make Disney quickly "retract" their plans as Wendy's did their quick "about-face?"

Another recent example of quick about-face (though not "dynamic pricing"): the proposed "Cracker Barrell redo."

Nah…this is just about money and debt…consumers care not for that.

Those other things were red herring “social” constructed whipped up by the SM companies that do nothing but rot Brains

 

[HoustonHorn]

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

There is a huge difference between an airplane and a theme park though - there are 185 seats on most SWA flights. If they sell 175 of them 6 months out, they can raise prices on those last 10 because of demand.

But capacity at a theme park is, in most cases (yes, I know there is an actual capacity, but how many days a year is that actually hit?), whatever the operator says it is.

This feels more like Disney explaining why they are going to inflate prices for last-minute purchases.

And wait until they start playing the other game the airlines play, where they are using your data to know what flights you're tracking, so that the price you see on your 15th check is different than the price your sister sees on her first....

 

[GimpYancIent]

That only works for the people who think like this until their credit cards are maxxed.

Foolish mortals.

 

[david10225]

Sigh...I'd like to take my grandkids once to WDW before I get too old, but I just can't justify the same for more $$$. I guess we'll have to do a cruise instead.

 

[Sirwalterraleigh]

There is a huge difference between an airplane and a theme park though - there are 185 seats on most SWA flights. If they sell 175 of them 6 months out, they can raise prices on those last 10 because of demand.

But capacity at a theme park is, in most cases (yes, I know there is an actual capacity, but how many days a year is that actually hit?), whatever the operator says it is.

This feels more like Disney explaining why they are going to inflate prices for last-minute purchases.

And wait until they start playing the other game the airlines play, where they are using your data to know what flights you're tracking, so that the price you see on your 15th check is different than the price your sister sees on her first....

So what you’re saying is: without scarcity this is just a bunch of shell game crap?

Hmmmm…something to consider?

 

[Mike S]

Ok Disney, you don’t need to twist my arm. I already decided long ago that I don’t need you anymore. You don’t need to give me even more reasons.

 

[PREMiERdrum]

One question I have is how does this affect the broader travel agent exosphere? Maybe @PREMiERdrum and others can speak to this, but how in the world could they reliably quote a possible series of options with the 60-minute price hold? Unless there’s a special 24-hour for TAs.

I don't expect this change to drastically alter our workflow, but... yeesh.

We want them to make the product more approachable and more enjoyable.

This... isn't that.

 

[Sirwalterraleigh]

DVC annual dues were just increased up to 9% https://dvcnews.com/dvc-program-men...-vacation-club-annual-dues-published-for-2026

…I won’t expect any legitimate reason beyond “…just cause”

…move along now….

 

[HauntedPirate]

but how many days a year is that actually hit?

Zero. It used to be hit around Christmas at MK but I think it's been nearly a decade since it happened. Can't find the articles on the main page from back in the day, but if I do, I'll post a link.

ETA: Ah ha. Last phased closure at MK appears to be NYE 2016:

UPDATED - Magic Kingdom has reopened to all guests after reaching capacity

Walt Disney World's first capacity closure of the 2016 holidays season comes on New Year's Eve.

www.wdwmagic.com

Last phased closure at MK before that was Christmas 2015.

 

[HauntedPirate]

…I won’t expect any legitimate reason beyond “…just cause”

…move along now….

"Higher than expected expenditures"
"Higher than expected property tax estimates"

 

[Goofyernmost]

Sounds like a solid short term business plan. I don't know much but I do know that the wealthy have short attention spans and with the speed that Disney upgrades they will start finding other more socially geared to their lavish lifestyle. After all they can afford to go anyplace they want and hobnob with folks that have equal standing and much more enjoyable to be around other than college kids dressed in costumes. The fun of that will quickly wear off and the champagne and caviar set will find more prestigious places to hangout.

The non-wealthy will, in many cases still go relying on that little rectangle of plastic to pay for everything Disney has to offer but the results of that will bite them really hard when they get home. The middle class built Disney Parks and supported them for decades. Now considered not wealthy enough to be of importance. That tower will one day crumble and those executives will strap on their golden parachutes and move on hopefully to be followed by leadership that isn't quite as greedy or nearsighted.

 

[monothingie]

But capacity at a theme park is, in most cases (yes, I know there is an actual capacity, but how many days a year is that actually hit?), whatever the operator says it is.

Ahhhh..putting the thumb on the scale of supply and demand.

So now they don't get penalized for vacant rooms or slow park days. Just find the sweet spot to restrict supply to the point that demand peaks and obtain the highest yield.

 

[dlfan1313]

I wanted to post again simply to say that I honestly mean no offense to anyone who still visits Di$ney Park$ with comments I make about such people from time to time. I am envious of your ability to enjoy them. But I will also reiterate that I cannot comprehend how you can spread your hard-earned dollars towards a company that views you with such disdain. I know it's everywhere. We have to do it to eat, we have to do it to put a roof overhead, we have to do it every day in our lives, but I promise you don't have to do it on vacation.

 

[DrStarlander]

And wait until they start playing the other game the airlines play, where they are using your data to know what flights you're tracking, so that the price you see on your 15th check is different than the price your sister sees on her first....

I'm not sure this actually happens or is just a myth. But when people check prices for Disney tickets for a certain date several times, and the prices go up (because they just will), consumers are bound to theorize Disney is up to these sort of shenanigans (when a brand has lost trust, and behaves in a mercenary way, consumers will assume the worst). Disney would be wise to not use these tricks (obviously), and make it clear they're not doing it publicly from Day 1.

 

[monothingie]

Zero. It used to be hit around Christmas at MK but I think it's been nearly a decade since it happened. Can't find the articles on the main page from back in the day, but if I do, I'll post a link.

ETA: Ah ha. Last phased closure at MK appears to be NYE 2016:

UPDATED - Magic Kingdom has reopened to all guests after reaching capacity

Walt Disney World's first capacity closure of the 2016 holidays season comes on New Year's Eve.

www.wdwmagic.com

Last phased closure at MK before that was Christmas 2015.

Now they can't even fill the parks Thanksgiving and Christmas.

It will be telling to see if this recovers from last year.

 

[JohnD]

Zero. It used to be hit around Christmas at MK but I think it's been nearly a decade since it happened. Can't find the articles on the main page from back in the day, but if I do, I'll post a link.

ETA: Ah ha. Last phased closure at MK appears to be NYE 2016:

UPDATED - Magic Kingdom has reopened to all guests after reaching capacity

Walt Disney World's first capacity closure of the 2016 holidays season comes on New Year's Eve.

www.wdwmagic.com

Last phased closure at MK before that was Christmas 2015.

I recall there being one on October 1, 2021, during the lackluster 50th anniversary celebration that day.

 

[Chi84]

I wanted to post again simply to say that I honestly mean no offense to anyone who still visits Di$ney Park$ with comments I make about such people from time to time. I am envious of your ability to enjoy them. But I will also reiterate that I cannot comprehend how you can spread your hard-earned dollars towards a company that views you with such disdain. I know it's everywhere. We have to do it to eat, we have to do it to put a roof overhead, we have to do it every day in our lives, but I promise you don't have to do it on vacation.

You truly don’t. WDW is a 100% voluntary destination.

My personal opinion is that people who feel Disney views them with disdain (or, as is often claimed here “hates” them) are no longer visiting/spending their hard earned dollars there.

Many of the posters on this site fell in love with Disney as it existed years ago and are more emotional than the average guest when it goes in the wrong direction.

 

[monothingie]

I wanted to post again simply to say that I honestly mean no offense to anyone who still visits Di$ney Park$ with comments I make about such people from time to time. I am envious of your ability to enjoy them. But I will also reiterate that I cannot comprehend how you can spread your hard-earned dollars towards a company that views you with such disdain. I know it's everywhere. We have to do it to eat, we have to do it to put a roof overhead, we have to do it every day in our lives, but I promise you don't have to do it on vacation.

It leads into Hugh "G" Johnston's comments about catering to wealthy. They feel they have enough of a cushion with guests that a comfortably numb spending their money that they don't need cary out catering to a general audience strategy. Whether it's viable long term is irrelevant, because it brings in results now.

 

[John park hopper]

Sigh...I'd like to take my grandkids once to WDW before I get too old, but I just can't justify the same for more $$$. I guess we'll have to do a cruise instead.

Took the grandkids in 2019 funny they have never asked to go back. Disney wake up

 

[HauntedPirate]

I recall there being one on October 1, 2021, during the lackluster 50th anniversary celebration that day.

That was during the reservations era. The park wasn't close to actual capacity, IIRC.