Disney Starts Daily Surge Pricing — Here’s Why It’s a Good Thing

Disney has officially announced daily surge pricing, with different days of the year costing different amounts, depending on popularity. ThemeParkInsider reports there will now be “value,” “regular” and “peak” day prices.

While plenty might grumble that this is just another way for Disney to make more money (and that’s not really incorrect), there are other reasons behind the decision.

Back in 2014 when Disneyland announced a price increase, Jim explained why it’s actually a good thing:

“The basic problem they face is that attendance is up, despite price increases, and so more and more of the time, the park is packed, created a less-than-magical experience of the product.

In a sense, it’s the same reason a theater would improve the seats or remove a row. You slightly reduce revenue potential in the short term, but you improve the experience enough to compensate in the medium and long term.

I don’t know the inner-workings of Disney, but I do know they think about customers and their experience, and I do know they understand how to manage park capacities.

Don’t dismiss the possibility of this as a customer service move.”

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