Merlin Entertainments, owner of English based attractions Legoland, Sea Life, and Madame Tussauds, will introduce surge pricing at its top 20 global attractions by the end of the year.
Surge pricing will mean that visitors may pay more during peak times of high demand, such as Saturdays in August, compared to quieter periods like rainy Tuesdays in March.
CEO Scott O’Neil said dynamic pricing will help manage queues and improve guest experience during peak times, while also providing more affordable options for families during off-peak times.
The company will use machine learning to monitor supply and demand, a model commonly used by hotels and airlines, to adapt pricing strategies. Despite record revenues in 2023, visitor numbers have not yet returned to pre-pandemic levels at Merlin’s attractions.
