Iger defends variable pricing strategy for parks at Disney's annual meeting
by Tom Anstey | 07 Mar 2016
Iger told shareholders at the company’s annual meeting that variable pricing would improve the Disney experience / Flickr.com/Brett Van Ort
Disney chair Bob Iger has said the company’s recent price hike for its US theme parks is actually beneficial to its visitors as demand pricing will improve the guest experience.
Earlier this week, Disney confirmed plans for a new pricing policy which will see ticket prices increase 20 per cent during peak periods to US$124 (€113, £88), up from US$105 (€96, £74). During off-peak periods, Disney will offer a ‘value’ ticket, which will cost US$95 (€87, £67) for a one-day pass.
The introduction of seasonal surge pricing to Disney’s US parks is a strategic move to level out demand during peak attendance periods, which Iger told shareholders at the company’s annual meeting would improve the Disney experience.
“We actually feel pretty good about what we’ve just announced because it provides so many different variables for the guests and it may end up providing a slightly better guest experience during the most popular days,” said Iger.
In addition to the one-day ticket price increase, Disney also increased the cost of its top-tier annual pass by 35 per cent to more than US$1,000 (€914, £707).
Disney follows in the footsteps of Universal Studios Hollywood, which recently announced surge pricing in anticipation of the arrival of its Wizarding World of Harry Potter attraction, which is expected to significantly boost numbers through the year.
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Disney chair Bob Iger has said the company’s recent price hike for its US theme parks is actually beneficial to its visitors as demand pricing will improve the guest experience. Earlier this week, Disney confirmed plans for a new pricing policy which will see ticket prices increase 20 per cent during peak periods to US$124 (€113, £88), up from US$105 (€96, £74). During off-peak periods, Disney will offer a ‘value’
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