Overview
- CFO Hugh Johnston said Disney is developing a dynamic pricing system, testing it at Disneyland Paris for about a year with early results described as strong and no notable negative feedback.
- He indicated the approach is not expected at Walt Disney World or Disneyland this year, with any U.S. launch targeted for subsequent years and no firm timeline given.
- Under dynamic pricing, ticket costs would move up or down as visit dates approach based on real‑time demand, weather forecasts and other factors rather than staying fixed months in advance.
- The Paris pilot uses color‑coded price bands and guarantees a guest’s displayed price for roughly 60 minutes once a booking session begins.
- Disneyland Paris expanded dated‑ticket sales to 18 months and offers higher‑priced undated tickets with limited blackout dates, and Disney is evaluating similar demand‑based tactics for tickets, paid add‑ons and other revenue areas.