The Tom Anstey Column


www.parkworld-online.com


Have theme parks stopped being affordable?


Theme park operators are becoming increasingly sophisticated at pricing, packaging and monetising the guest experience. But as admission costs rise, Tom Anstey asks whether operators are giving guests enough value in return.


I


remember when a theme park breaking the $100 entry barrier was big news. But today, 


where that is particularly shocking. 


operators embrace dynamic pricing and introduce increasingly sophisticated ways to monetise     Theme parks have increasingly moved towards


dynamic pricing, with the most desirable dates commanding substantially higher prices. 


   


26


 learning how much visitors are prepared to pay 


A dynamic blunder  operator. 


  you pay more. The product is essentially the same. The price isn't. It is a model that has become commonplace


across the attractions industry in recent times, but it has a serious problem: consumers don't always like being reminded that the price they're paying is determined by how badly they want something. 





 tickets surged dramatically, provoking widespread criticism and accusations that the organisation  model, prices skyrocketed, with an average World    this one. In this instance, the aggressive pricing


 loyalty as a guarantee, FIFA's model led to       


SEPTEMBER 2026 IAAPA EUROPE ISSUE


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