Legoland and Alton Towers Owner to Charge More at Peak Times

Merlin Entertainments, the owner of renowned theme parks like Alton Towers and Legoland, announces plans to introduce dynamic pricing, allowing ticket costs to fluctuate based on weather conditions and demand.

This innovative pricing strategy aims to address the decline in visitor numbers experienced since the onset of the pandemic. Approximately 20 of Merlin’s global venues will adopt this approach, enabling prices to adjust swiftly in response to changing circumstances.

While Merlin already utilizes peak and off-peak pricing to accommodate seasonal variations, the incorporation of machine learning will enhance the precision and agility of ticket pricing. For instance, if a sunny summer Saturday proves to be less busy than anticipated, ticket prices for that day could be lowered in real time.

Conversely, during unexpectedly busy periods, such as winter days, ticket prices may rise above the usual off-peak rates. This dynamic pricing structure aims to optimize the visitor experience during peak periods by mitigating overcrowding.

Scott O’Neil, Merlin’s CEO, highlights the positive impact of dynamic pricing based on previous implementations, citing increased guest satisfaction scores and a notable rise in visitor numbers.

However, the adoption of dynamic pricing has faced criticism in other industries, with concerns raised about transparency and fairness. Despite this, O’Neil emphasizes that dynamic pricing will safeguard the guest experience during peak times, particularly in managing long queues.

Merlin’s announcement comes amidst record revenues of £2.1bn in 2023, reflecting an 8% year-on-year increase. A significant portion of this revenue is attributed to international tourists visiting Merlin attractions in London, with nearly a quarter of all visitors to the capital patronizing Merlin venues.