Legoland Florida adopts dynamic pricing, kids tickets at $29
Merlin Entertainments, the company behind attractions such as Legoland, Sea Life, and Madame Tussauds, is set to implement a dynamic pricing model across its venues. This approach, often referred to as surge pricing, will see ticket prices fluctuate based on supply and demand, much like the pricing strategies used by airlines and ride-hailing services. Prices will be higher during popular times, such as peak summer weekends, and lower during less busy periods, like wet weekdays in the off-season.
The decision to adopt this pricing model is part of Merlin's effort to recover from the impact of the COVID-19 pandemic, which led to a decrease in visitor numbers. Despite this challenge, Merlin reported an 8% increase in revenue to £2.1 billion in 2023. However, the company also reported a pre-tax loss of £214 million, attributed in part to the underperformance of new Legoland parks in New York and South Korea.
The strategy, to be rolled out at its top 20 global attractions by the end of the year and in the US next year, aims to optimize earnings during high-demand periods while offering more affordable options during times of lower attendance. The change reflects broader industry trends and brings Merlin's pricing in line with competitors. Merlin's CEO, Scott O'Neil, has also expressed concerns over the UK government's decision not to reintroduce a tax cut for overseas visitors, which impacts planning for future investments within the country.
