Overview
- At the Wells Fargo Technology, Media, and Telecom Summit, CFO Hugh Johnston said Disney is investing in dynamic pricing and has run a Paris pilot for about a year with strong results.
- He indicated the approach could reach Walt Disney World and Disneyland in the coming years after the test is refined, with no domestic launch planned for 2025.
- Johnston framed the effort as a yield-focused strategy that could extend variable pricing beyond tickets to food and beverage, merchandise, and paid add-ons.
- The Disneyland Paris system allows real-time price movement within tiers, guarantees the quoted price for up to 60 minutes, enables purchases up to 18 months ahead, and permits full refunds until three days before a visit.
- Disney says it aims to avoid guest-experience issues and reports no notable negative feedback in Paris, noting it already uses variable pricing in hotels and date-based tickets.