Disney is considering bringing real-time, Uber-style ticket pricing to its U.S. theme parks, a move that could make the happiest place on Earth a little more expensive on the happiest days. The company told attendees at a Wells Fargo tech summit that it has been testing dynamic pricing at Disneyland Paris and likes what it sees so far.
CFO Hugh Johnston said Disney wants to “optimize” the system before introducing it at Disney World or Disneyland, which is corporate for “we’re going to tweak this until people don’t riot.” He also insisted it’s not quite the airline model, which makes sense because no one brags about scoring a great deal on airfare. But even he admitted the similarities are hard to miss.
Disney has already been using flexible pricing at its hotels, and early results from Paris show no meaningful customer pushback. If that holds, U.S. parks could be next in line in the coming years, not this year but soon enough.
The financial backdrop explains the interest. In its latest quarter, Disney generated $10 billion in operating income from its entertainment division, with domestic park profits up 9 percent even as attendance slipped 1 percent. Translation: fewer people are showing up, but the company is still finding new ways to squeeze more dollars per guest.
Dynamic pricing might be the next way Disney turns a slow day into a strong one and a busy day into a blockbuster.