Disney Parks Reverses Course, Will Constantly Change Ticket Pricing In “Airport Pricing” Dynamic Model

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Disney is likely planning to change how it prices tickets at its U.S. theme parks. Instead of set prices, they may start using a system where prices change based on demand, much like airline tickets. This would be a significant shift from their current, simpler pricing structure.

Disney’s CFO, Hugh Johnston, recently announced at a Wells Fargo conference that the company is working on a system to adjust prices based on demand – often called ‘dynamic pricing’.

I heard Disney’s been quietly trying out this new tech at Disneyland Paris for about a year now. Apparently, they want to perfect it – really get everything working smoothly – before rolling it out to the parks here in the US. They’re taking their time to make sure it’s just right, which I appreciate!

How the Paris Model Works

Disneyland Paris now uses changing ticket prices depending on how busy it is and the time of year. When you pick a date, the price you see is guaranteed for just one hour. If you don’t complete your purchase within that hour, the price could change.

Johnston noted that this model has shown promising early results in Paris.

What Could Change in U.S. Parks

I’ve heard that if Disney brings this new system to the U.S., it’ll be a big change from how things work now. Instead of set prices for each day, ticket costs could actually change depending on how many people want to visit. Apparently, we might even see prices fluctuate – maybe even overnight – as the date gets closer. It sounds like they’re really trying to match prices to how busy the parks are.

Johnston responded to questions about whether the system resembled airline pricing, stating he didn’t want to make that comparison, but admitted there were some parallels.

We’re already using this system in our hotels to a certain extent. This is essentially extending it to the parks, but we’re being careful to avoid any negative impact on guests or negative feedback. So far, in Paris, we haven’t encountered any problems.

Timing for a U.S. Rollout

Johnston suggested that a full domestic rollout is unlikely to happen immediately.

He acknowledged that a release this year is unlikely, but it might happen in the years following. Some experts now predict a launch could occur as soon as 2026.

Implications and Risks

Experts believe switching to real-time pricing would allow Disney to better control how many people visit and how much money they make. However, it could make it harder for guests to plan their trips, as prices could change frequently. Right now, visitors can usually see prices well in advance with the current system, but dynamic pricing could eliminate that certainty.

Consumer groups are worried that this new system could unfairly affect families and tourists who can’t easily change their travel plans. Some also believe it will make Disney less open about price increases, as prices change so frequently that they may not need to announce them publicly.

Broader Context

This change is happening as Disney continues to raise prices at its U.S. theme parks. They’ve recently increased costs for things like tickets, yearly passes, and parking.

Some people see Disney’s recent shift to dynamic pricing as a way to make more money from all areas of its parks, particularly since fewer visitors have been coming lately.

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2025-11-25 19:56