Universal matches Disney World, raises ticket price to $71

[JT3000]

To a certain extent, I can understand the logic as it was explained to me last year, of Universal following Disney in raising prices.

However, ultimately, I still question whether it is a smart business move. While I don't understand why Universal and Disney compete with each other in the first place (since, IMO, they are apples and oranges...one is a day or two getaway, the other is a weeklong vacation destination, etc), rightly or wrongly, Universal IS competing with Disney.

And, from a business standpoing, if Universal is the underdog and Disney outdoes them on everything, IMO (and take that what it's worth, LOL) Universal should try to "level the playing field" so to speak, by letting their ticket prices stay lower than Disney. Example:

Universal: "Okay, Disney seems to have more to offer and the customers seem to prefer Disney over us. So, let's go ahead and keep our prices the same while Disney raises theirs. Maybe many people who are looking to save some money will come visit us instead of Disney because we offer the cheaper prices."

It just doesn't make sense to me for one company with a product "inferior" to another would price their tickets to match the other "superior" product. That's like the generic cereal being priced the same as the name brand. Why would I want to purchase generic if I can get the name brand at the same price. Now, on the other hand, if the generic cereal is a buck less than the name brand, then I'm happy to buy generic.

Not that I mean to call Universal "generic" mind you. I like Universal and hope to visit next year on our trip. But it just seems bad business for them, with less to offer, to charge the same price as the "name brand" if you will. How's that gonna draw the customers? :shrug:

I don't follow your logic. All they did was match Disney's park admission prices. So what if Disney has more parks (or a bunch of other irrelevant activities?) Universal can't charge the same price for the comparable things they do have? I think your logic would only make sense if each resort charged a single fee for access to everything on their property. Obviously, that isn't the case here. Your cereal analogy is questionable as well, seeing as both parks are well known brands. One just has a bigger fanbase.

As an aside, I seriously doubt Universal thinks of themselves as an inferior product. That would probably be your own bias seeping through.

 

[BarryH]

Shh...no one tell Universal to increase the price of the Preferred AP renewal from $99 + tax. It'll be our little secret, 'k? :ROFLOL:

 

[JROK]

Shh...no one tell Universal to increase the price of the Preferred AP renewal from $99 + tax. It'll be our little secret, 'k? :ROFLOL:

I wish Disney had an AP renewal price, instead it's the cost of a new one, $350!

 

[sbkline]

I don't follow your logic. All they did was match Disney's park admission prices. So what if Disney has more parks (or a bunch of other irrelevant activities?) Universal can't charge the same price for the comparable things they do have? I think your logic would only make sense if each resort charged a single fee for access to everything on their property. Obviously, that isn't the case here. Your cereal analogy is questionable as well, seeing as both parks are well known brands. One just has a bigger fanbase.

As an aside, I seriously doubt Universal thinks of themselves as an inferior product. That would probably be your own bias seeping through.

My point is, when competing with another company, it's customary to LOWER your prices in hopes of drawing more customers in. Ever heard of gas wars? It's when local gas stations are trying to get more business for themselves by dropping their gas prices a penny or two to "outdo" the competition so people will come to get gas there instead of somewhere else. Have you ever heard of retail stored going "comping"? It's where they send an employee to the competitor store to see what price the competition is selling a product, then they lower their own price to either match, or beat the competitor's price in hopes that customers will come there to buy the product for cheaper instead of buying from the competition.

It's called trying to attract the customers to YOUR company by offering them a better price.

It just doesn't make sense to me that a company like Universal, who is STRUGGLING to keep up with Disney, would turn around and raise their prices to match the competition, thereby eliminating the incentive for customers to "shop" there instead of Disney. If they are really wanting to compete with Disney, they need to offer lower prices than Disney so people will want to save a few bucks and shop with them instead. Just my opinion.

 

[kcnole]

To be fair it is only their one day pass that is that high. The rest of their prices are cheaper than Disneys. For example I purchased an AP that was good for 2 years for only 180 dollars. So only around 90 bucks a year. That AP gives free parking and tons of discounts throughout the resort. So if you go that way its a much better deal than anything Disney has to offer. In fact, that's the reason we have a Universal AP and not a Disney one and also the same reason we've been to Universal 5 times in the past year and to Disney once.

 

[BarryH]

To be fair it is only their one day pass that is that high. The rest of their prices are cheaper than Disneys. For example I purchased an AP that was good for 2 years for only 180 dollars. So only around 90 bucks a year. That AP gives free parking and tons of discounts throughout the resort. So if you go that way its a much better deal than anything Disney has to offer. In fact, that's the reason we have a Universal AP and not a Disney one and also the same reason we've been to Universal 5 times in the past year and to Disney once.

This is how I view things too. My Preferred AP renewal rate is $99, almost half of what a new AP costs. Disney's AP renewal rate gives a 10-15% discount (if that). I also have a Platinum pass for the AB parks because I pay $13.33 a month for it over the course of the life of the pass (2 years). I used to have a WDW seasonal pass, but I never really got much use out of it. If WDW put their AP on a EZPay or installment plan, I'd probably buy one.

 

[EPCOT.nut]

If WDW put their AP on a EZPay or installment plan, I'd probably buy one.

I would take advantage of that, too.

 

[sknydave]

Universal's AP also allows you to take advantage of the 50% off admission for up to 4 guests per AP. (not available during the extremely busy times of the year, but available most of the time.)

Plus discounts on food.

Disney's annual passes are an aweful lot of money.. Doesn't keep me from renewing, but it's still a lot of money lol

 

[zim119]

Universal definetly knows how to treat its AP holders.I love my BGT pass though,but I've always wanted a Disney and Universal pass.

 

[JT3000]

I haven't been to Disney since a member of my family stopped working there. We can't afford their AP's. Universal, on the other hand, I've been an AP holder with for seven years straight.

 

[beachclubbasics]

Universal also runs special deals on tickets. There's no reaosn why anyone should pay full price for a UO/IOA ticket. Currently they have a deal for 7 day 2 park tickets for $86. I'd like to see WDW have a deal for 7 day $150 passes...never gonna happen.