If you want to visit certain theme parks during the peak of summer, it’s going to cost you more – and you can thank the growing trend of surge pricing.
The owner of Legoland, Peppa Pig theme parks, Madame Tussaud's Wax Museum and Sea Life aquariums is rolling out new demand-based pricing structures for the upcoming peak season.
Scott O'Neil, CEO of Merlin Entertainments, said the company's "dynamic pricing" model actually protects the guest experience by addressing overcrowding and lengthy wait times for attractions, ABC News reported. Guests should expect to pay more if they're visiting on a sunny summer weekend versus a rainy weekday.
Merlin Entertainments said in a statement that it regularly reviews its pricing structure to "deliver the best value and experience" for guests, which includes offering reduced rates during off-peak periods.
"This approach clearly works because our guest satisfaction is at an all-time high," the statement said. "This change brings us in line with competitors and the broader holiday industry that have similar pricing structures, which benefit guests who choose to book off-peak."
The company did not go into detail about how much prices could fluctuate under the new structure, though reports indicate it will be determined by machine learning.
The dynamic pricing model will go into effect at the company's top 20 worldwide attractions by the end of the year; major US parks will see the change in 2025, Financial Times reported.