Overview
- CFO Hugh Johnston said Disney is investing in dynamic pricing, with a system running at Disneyland Paris for about a year and showing strong early results.
- Johnston cautioned that guests should not expect a domestic launch this year, and coverage notes any U.S. adoption could come in the next few years, with 2026 mentioned by some outlets as speculation.
- At Disneyland Paris, fixed daily prices were replaced by color‑coded date ranges that can move with factors such as demand, weather, and crowd forecasts.
- Consumer-facing rules in Paris include a roughly 60‑minute price lock during checkout, the ability to buy up to 18 months in advance, and refunds or date changes up to three days before a visit.
- Disney frames the shift as part of broader yield efforts across tickets, hotels, paid add‑ons, food and beverage, and merchandise, and reports minimal negative guest feedback in Paris so far.