Reports Detail Real-Time 'Dynamic Ratcheting' Pricing Coming to Disney's U.S. Parks

Overview

• Disney CFO Hugh Johnston said in November that the company is moving to implement dynamic pricing at Walt Disney World and Disneyland, though no rollout date has been announced.
• People familiar with the plans told The Wrap that park admission could change multiple times in a day based on demand, a setup described as “dynamic ratcheting.”
• Reports say Disney is partnering with Redeam to enable real-time pricing capabilities at the domestic parks.
• Prices for add-ons such as Lightning Lane could also rise during the day as waits grow, with internal analysis linking longer lines to shorter visits and reduced in-park spending.
• The approach builds on Disneyland Paris’s year-old, color‑tiered tests that have seen limited pushback, though observers warn U.S. families may face sharply higher costs during peak periods.