The Walt Disney Company has announced that significant changes are on the horizon for how guests purchase theme park tickets. During a technology summit on Wednesday, a Disney executive confirmed that the company is moving forward with a dynamic pricing model that is already in testing at Disneyland Paris Resort—and the program could eventually reach Disney parks across the globe.
Dynamic Pricing Explained
For many guests, dynamic pricing might sound unfamiliar, but the concept is widely used in other entertainment and travel industries. Concertgoers often encounter drastic price changes depending on demand; two fans might secure the same seat minutes apart but pay vastly different amounts. Ticketmaster frequently adjusts prices in real time for high-demand events like Taylor Swift’s The Eras Tour, sometimes doubling the cost within minutes.
Airlines operate under similar logic. Flight prices fluctuate constantly based on browsing patterns, expected demand, time of day, and even the frequency with which a customer checks a specific route. Disney referenced airline pricing to frame the idea, although the company stressed that its own model wouldn’t mimic the rapid hourly shifts seen in the airline industry.
Testing Underway at Disneyland Paris Resort
Disney CFO Hugh Johnston discussed the dynamic pricing initiative at the Wells Fargo Technology, Media, and Telecom Summit on November 19. Johnston said Disneyland Paris Resort has been implementing the model for about a year, giving the company valuable data to guide future decisions.
Disney CFO Hugh Johnston said the company is investing in dynamic ticket pricing and has already been testing it at Disneyland Paris for about a year. He noted the approach could make its way to the domestic parks in the coming years as Disney works to optimize the system.
Disney CFO Hugh Johnston said the company is investing in dynamic ticket pricing and has already been testing it at Disneyland Paris for about a year. He noted the approach could make its way to the domestic parks in the coming years as Disney works to optimize the system. pic.twitter.com/0HDWS7AwCT
— Scott Gustin (@ScottGustin) November 19, 2025
Johnston also noted that Disney is no stranger to this approach, and emphasized the goal to “do it in a way that doesn’t create guest experience issues or consumer negative feedback … and in Paris, we haven’t seen any.”
Johnston avoided directly comparing it to an airline model (because it’s really not an accurate comparison), but he said it is similar in concept.
Johnston said Disney already does it in hotels to some degree, and this is bringing it to the parks. He said Disney will “do it in a way that doesn’t create guest experience issues or consumer negative feedback … and in Paris, we haven’t seen any.”
Johnston said Disney already does it in hotels to some degree, and this is bringing it to the parks. He said Disney will "do it in a way that doesn't create guest experience issues or consumer negative feedback … and in Paris, we haven't seen any."
— Scott Gustin (@ScottGustin) November 19, 2025
Last year, Disneyland Paris Resort scrapped its fixed-price calendar. Instead, dates are divided into color categories, each representing a price range influenced by forecasted crowd levels, weather, and other variables. In one December 2025 example, a purple-category two-park ticket could cost anywhere from $134 to $197.
When guests select a date, the displayed price remains valid for one hour.
How This Could Affect U.S. Disney Parks
Should dynamic pricing be expanded to Walt Disney World Resort and Disneyland Resort, date-based tickets may become more flexible—and more responsive. Prices may shift as the visit date approaches, driven by updated crowd predictions or changing weather forecasts. Disney already uses a similar strategy for hotel room pricing, so the ticketing model would be an extension of an existing practice.
Disneyland Paris Resort also sells non-date-based one- and two-park tickets at a flat rate. These options cost more than the average and cannot be refunded. They remain usable for a whole year, except on July 14, October 31, and December 31. Johnston did not confirm whether domestic parks will introduce this same ticket type.
One key advantage at Disneyland Paris has been the extended purchasing window: tickets can now be purchased 18 months in advance, up from 12 months under the previous system.
Although The Walt Disney Company has not provided an exact timeline, Johnston said the domestic parks could implement this model in the coming years, suggesting that Walt Disney World Resort and Disneyland Resort guests might encounter these updates as early as 2026.
Would you support the use of dynamic pricing for Disney Park tickets? Disney Dining would love to hear from you in the comments!
Author
In simple terms. Disney is raising prices AGAIN!