Visitors to the popular tourist attractions will pay more at peak times under new plans from owner Merlin Entertainments. Surge pricing - which means prices fluctuate depending on demand - will be introduced at the company's top 20 global attractions by the end of this year. Scott O'Neil, chief executive of Merlin Entertainments, said people would expect to pay more in peak season, for example a Saturday in August, than on a 'rainy Tuesday in March'.
'The other part that I really appreciate about dynamic pricing is that in off-peak times, it allows families that might not otherwise have an opportunity to go.'The theme park operator will use machine learning to monitor supply and demand.Surge pricing is frequently used by hotels and airlines, but the model is being increasingly adopted by entertainment facilities. Merlin revealed today it had delivered record revenues of £2.1bn in 2023, up 8% year on year.
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