Merlin Entertainments to Implement Dynamic Pricing at Theme Parks

The new strategy aims to optimize visitor numbers and enhance the guest experience, following a record revenue year and a significant pre-tax loss.

Merlin Entertainments, owner of Legoland and Thorpe Park, to implement dynamic pricing to manage visitor numbers and enhance guest experience.
The new pricing strategy will see ticket prices vary based on the time of year, aiming to make attractions more accessible during off-peak times.
Merlin reported a record revenue of £2.1 billion in 2023 but faced a pre-tax loss of £214 million, attributed to one-off costs and underperforming locations.
The company plans to introduce surge pricing at its top 20 global attractions by the end of the year, using machine learning to adjust prices based on demand.
Merlin's CEO highlights the importance of experiences over material possessions, with a focus on providing value and accessibility for families.