Is Disney switching park tickets to dynamic pricing? What we know.

• Disney's CFO suggested the company may introduce dynamic pricing at its U.S. parks in the future.
• Dynamic pricing allows businesses to adjust prices based on real-time factors like demand and weather.
• Disneyland Paris has already been using a form of dynamic pricing for about a year.

Disney’s chief financial officer recently raised eyebrows when he suggested the company could introduce dynamic pricing at its U.S. parks.  

Speaking at the Wells Fargo Media, Technology, Media, and Telecom Summit on Nov. 19, Disney CFO and Senior Executive Vice President Hugh Johnston said, “We're actually investing in creating dynamic pricing.” He noted that Disneyland Paris has been using it for about a year, adding, “It's off to a very good start, but we're really going to make sure we optimize it before we bring it into the domestic parks. So, that's probably something that you won't see this year, but you may see in the subsequent years.” 

That last part matters, with the key words being “may” and “subsequent years.” 

“Disney’s domestic parks use a date-based ticket model with multiple tiers, and have no immediate plans to change,” a Disney spokesperson told USA TODAY.  

Here’s what guests planning Disneyland and Walt Disney World trips should know. 

What is dynamic pricing?  

Dynamic pricing allows businesses to scale prices up and down to adjust for different factors that are continually changing. In Disney’s case, those may include demand, time of year, weather, attraction availability, and more, according to Dave Osborne, CEO of Conga, a business-to-business, subscription software company that helps clients “maximize efficiency and minimize risk” across the supply chain.  

“The benefits are, when you know it's a slow period, pricing goes down, what a great opportunity to go,” he said. On the flip side, when demand is high, he said it can act “almost like a speed cop” for crowding, which also impacts guest experience. It can also help companies figure out how high is too high. “They don't want to outcharge or outmarket themselves.” 

Disneyland, Disney World ticket prices 

Standard one-day, one-park tickets start at $104 at Disneyland and $119 at Disney World. Prices vary by date and in Disney World’s case, they also vary by park. 

They’re set in advance and not based on real-time demand. 

Just last month, Disney released upcoming prices for both resorts. Prices are published up to 6 months in advance for Disneyland and upwards of a year in advance for Disney World, so guests can plan ahead.  

If dynamic pricing comes to either or both parks, it wouldn’t be anytime soon. 

Dynamic pricing at Disneyland Paris 

Disneyland Paris offers two types of tickets, dated and undated. Undated tickets are valid for a year from their purchase date, except on three dates: Bastille Day, Halloween and New Year’s Eve. 

There's a set top and bottom range for ticket prices, which guests can see on the park’s website. As of Nov. 26, dated one-day, one-park tickets range between $67 to $107. Prices may change within that range, but they won’t rise indefinitely when demand is high. 

“We remain committed to offering a wide range of options and special offers to make Disney vacations accessible to families,” a Disney spokesperson told USA TODAY. 

Like Disney’s U.S. parks, Disneyland Paris also offers promotional rates from time to time.