Disney surge pricing underlines agent pre-sell message

Disney surge pricing underlines agent pre-sell message

Image credit: Ken Wolter / Shutterstock.com

Attraction ticket providers have stressed the value agents offer pre-booking activities for customers after Disney introduced surge pricing at some of its parks.

Citing how demand for its parks is continuing to grow, Disney confirmed it was introducing seasonal pricing for one-day tickets through a blog post this week.

The new prices are now effective at Walt Disney World and Disneyland California, the operator's two US parks.

Disney said purchasing a one-day ticket in a non-peak period, or choosing multi-day tickets and annual passes, “will provide additional flexibility and value”.

One-day tickets cannot be sold in the UK market but attractions providers have described the changes as a reminder of the importance of booking in advance.

The Disney tickets sold by Do Something Different and Theme Park Beds have fixed prices for the whole year regardless of whether they are used at peak or non-peak times.

The seven, 14 and 21-day passes sold by the brands are exclusive to the UK market and cannot be bought at the gate.

Head of trade sales and marketing, Annabel Cove, said: “The introduction of surge pricing structures at the Orlando theme parks makes it ever more important that travel agents promote the benefits of pre-booking Florida theme park passes before they leave the UK. 

“As well as having access to exclusive rates only available in the UK, DoSomethingDifferent also issues real, turnstile ready theme park tickets, saving customers valuable time at the gates.”

An Attraction World spokesman also highlighted that “this gives us another pre-sell message that customers should book in advance and benefit from one standard price irrespective of whether they want to visit July 4 or Thanksgiving”.

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