Merlin Entertainments, the company behind well-known attractions such as Legoland and other popular theme parks, is embracing surge pricing through the utilization of machine learning algorithms. This new pricing model will analyze variables like weather conditions to dynamically adjust ticket costs, with the intention of implementing this strategy at their Top 20 global attractions by the end of the year and extending it to the U.S. next year.
Although surge pricing may raise concerns among some visitors, the concept is not new within the theme park industry, with Disney being a longstanding example of employing various pricing tiers that charge more during busy periods like holidays. The implementation of surge pricing in theme parks is aimed at managing crowd levels effectively and providing a more balanced visitor experience, especially amid changing consumer behaviors post-pandemic, where families are returning to attractions at varying rates.
Merlin Entertainments' decision to introduce surge pricing is part of the company's efforts to adapt to market dynamics and deliver engaging experiences to visitors worldwide. By utilizing machine learning algorithms to analyze past visitation patterns and forecast demand, the company aims to set appropriate rates for different times and locations, ensuring a more tailored pricing approach for its diverse portfolio of attractions, including Legoland, Peppa Pig Theme Park, Sea Life, and more, to enhance the overall visitor experience.