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The happiest place on Earth might be changing the way it charges guests.
Disney is considering surge pricing at its theme parks.
Under the new plan, tickets would cost more during peak times, like major holidays or Spring Break.
Just like airline tickets and hotels, the amount a guest pays would depend on the demand for that time of year.
Anyone who has been to Magic Kingdom around the holidays knows it can get crowded, but Disney recognizes there are some slow times. It’s looking for ways to spread out guest visitation and relieve crowding.
One way to handle the crowds is expansion, like the Avatar area going in at Animal Kingdom. But Disney said that’s not enough. A spokesperson said, “In addition to continuing to expand, we are also exploring pricing options that could help spread out visitation throughout the year.”
“I think it’s an appropriate reaction to attendance at the theme parks. In terms of trying to ration the limited resources that they have,” said Dr. Sean Snaith, a University of Central Florida economic professor.
He believes the demand-based pricing will help Disney and make a better experience for guests, because it would drive some people to the off-peak times, allowing Disney to fill up on traditionally less crowded days, while relieving some of the crowds on busy days.
Disney said if this happens, it would notify guests well in advance.
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