Disney theme park ticket prices in the US will jump as demand rises under controversial new ‘dynamic pricing’ plan.
The move – which experts say will be rolled out in the next few months – mirrors airline pricing, where fares increase as more tickets sell.
Currently, entry to Walt Disney World in Orlando and Disneyland near LA is priced based on pre-set peak and off-peak dates.
Under the expected plan—already rolled out at Disneyland Paris—ticket prices at the US parks will fluctuate in real-time based on demand.
The new scheme —which would cause huge variations in price —could be introduced by the the end of March, Richard Greenfield of closely-watched Wall Street researchers Lightshed Partners said on Friday.
Disney fan Jasmin Guevara, who lives in LA and regularly visits Disneyland in nearby Anaheim, said: ‘Does Disney have no shame?
‘It has jacked up prices time and time again in the past few years. This will just be another way to squeeze even more money out of me and my family.’
Greenfield, respected investor and analyst, explained the timing. He wrote: ‘Given the early success of Disneyland Paris’ pricing strategy shift, we expect Disney to announce it is moving to a similar airline-style, dynamic pricing plan in the US later in Q1 2025.;
Disney is planning to introduce surge-pricing to its US parks this year, according to analysts
Richard Greenfield of Lightshed Partners said on Friday that Disney would soon roll out surge pricing for theme parks
Disney did not respond to DailyMail.com’s request for comment.
Disney’s US parks had a year-round flat rate until 2016 when the company introduced three tiers – peak, regular and value – for different times of year.
In 2018 it moved again to the current system of fixed-date based pricing, meaning Disney must publish ticket prices for every day of the year.
Once the new dynamic pricing system is rolled out there will be no set price for a ticket on any given day and the only way to check prices will be to try and buy one in the moment.
This new system would also mean Disney would not have to publicly announce ticket price rises.
‘Disney not having to publicly announce ticket price increases could be a positive for its attendance trends, not to mention improving pricing yield (driving per caps) in a softer travel market,’ Greenfield argued.
The outspoken analyst also argued that Disney could use the new pricing to lock in consumer spending earlier.
If those intending to visit a Disney theme park are concerned the ticket price will rise over time they are going to be more likely to purchase their ticket sooner rather than later.
Lightshed argued that if surge pricing is introduced it will benefit Disney’s stock, which is still down around 45 percent from its highs in 2021.
‘Given that theme parks are the core reason any investor wants to own Disney stock,’ Lightshed argued.
Disney CEO Bob Iger
Currently pricing is based on a series of pre-set peak and off-peak dates
Airlines have been using surge pricing for years
‘We expect the shift to fully dynamic pricing in the weeks ahead will be a positive for the stock.’
The new model was rolled out at Disneyland Paris in November. It mirrors pricing strategies used by airlines, rideshare companies, hotels, and other travel industries.
Only two weeks ago, Disney bosses sounded the alarm on ticket prices.
They feared that a vacation to Disney’s theme parks has become so expensive that it is out of reach for middle-class families.
For a two-parent family with two young children, the typical four-day visit to Walt Disney World in Orlando, Florida, now costs $4,266.
That includes a stay at a budget-friendly Disney hotel, but does not include food or transportation.
This is up almost $1,000 from five years ago, according to Touring Plans, a company that helps Americans book theme park visits.
Meanwhile last February, Wendy’s was met with huge backlash after it said it was planning to charge different prices depending on the time of the day.
It raised the possibility a burger cold cost more at lunchtime than mid-afternoon.
Even Democratic Senator Elizabeth Warren weighed in, posting on X: ‘It’s price gouging plain and simple, and American families have had enough.’
Surge pricing is a much-hated feature of rideshare apps such as Uber and Lyft.
So much so that Lyft recently announced a feature allowing frequent commuters can freeze the cost of their fare.
