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Dynamic Pricing is Coming to Disney World & Disneyland, CFO Confirms
Disney Chief Financial Officer (CFO) Hugh Johnston has confirmed that the company is preparing to implement dynamic pricing across its domestic parks (Disney World and Disneyland), following encouraging preliminary results from a similar pricing test currently running at Disneyland Paris.
Related – CEO Bob Iger and CFO Hugh Johnston Breakdown Disney Earnings Q1 2025
Speaking at the Wells Fargo Technology, Media, and Telecom Summit, CFO Hugh Johnston detailed Disney’s aggressive strategy to maximize revenue (“yield”) across its parks, covering everything from tickets to paid add-ons like Lightning Lane and VIP Tours.
Johnston confirmed the company is heavily investing in dynamic pricing—a system where prices fluctuate based on demand—with Disneyland Paris serving as the year-long test case. He noted that early results from Paris are strong, and Disney is now focused on optimizing the system before rolling it out to the U.S. domestic parks.
While the new dynamic pricing model is confirmed, Johnston clarified that guests should not expect a domestic launch in the near term. Although he sought to distance the new strategy from the unpredictable “airline-style model,” he acknowledged the similarities. He explained that Disney already uses variable pricing for hotels and date-based tickets, and the plan is to simply extend this existing, careful approach inside the parks while minimizing any potential negative guest reactions.
“This is basically just bringing it in the park. But done in a way that obviously, it doesn’t create guest experience issues or consumer negative feedback… and frankly so far in Paris, we haven’t seen any,” Johnston said.
Under the new dynamic pricing model, the cost of tickets (and potentially other park services) will no longer be set months ahead of time. Instead, prices will fluctuate in real-time based on demand, much like the variable pricing systems already utilized by airlines and hotels that change based on consumer interest and availability.
What do you think about the change to dynamic pricing?
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