At the Morgan Stanley Technology, Media and Telecom Conference on February 26, 2018 Bob Iger, Chairman and Chief Executive Officer of The Walt Disney Company, was asked about the effect of dynamic pricing on single-day tickets and the plan to take it beyond single day. Mr. Iger responded by saying “Technology has given us the ability to add a substantial amount of more flexible, a variable pricing, across the board. We just announced it in Shanghai, we’ve been doing it in California, we’re doing it in Florida. In Florida, by the way, very few people buy the 1-day pass. We have talked about putting into place flex pricing on the multi-day pass, and that’s coming sometime towards the end of the year.”
“We have talked about putting into place flex pricing on the multi-day pass, and that’s coming sometime towards the end of the year” – Bob Iger
Mr. Iger said “we’re trying to smooth out the experience for everyone by basically increasing the pricing during the peak periods and decreasing or not increasing the pricing, I should say, as much in the off periods, so that the experience you have when you come to our park is just as good in the peak time as it might be in the times where the park is less crowded. By and large, this has been an initiative or strategy in parks and resorts that is really starting to work, both from a bottom-line perspective, but also from a guest experience perspective.”
“this has been an initiative or strategy in parks and resorts that is really starting to work, both from a bottom-line perspective, but also from a guest experience perspective.” – Bob Iger
What do you think of these changes?