Overview
- CFO Hugh Johnston said at the Wells Fargo TMT Summit that Disney is investing in dynamic pricing and has been testing it at Disneyland Paris for about a year.
- He cautioned that U.S. parks should not expect the change this year, indicating a possible rollout in subsequent years rather than an imminent switch.
- Disneyland Paris replaced fixed-date prices with color-coded ranges that fluctuate with factors like demand and weather, with a chosen price locked for roughly one hour and without airline‑style rapid updates.
- Under the Paris system, guests can buy dated tickets up to 18 months in advance and receive full refunds up to three days before, while higher-priced undated tickets include limited blackout dates.
- Johnston positioned the initiative within a broader push to increase yield across tickets, food and beverage, merchandise, and paid add-ons, noting no significant guest backlash reported in Paris so far.