This guest post was written by Marie Weissbach. Marie is a graduate student pursuing an M.Sc. in Business Innovation, focusing on revenue strategies for the attractions industry. Her research explores how theme parks can leverage data to optimise revenue, enhance guest engagement, and adapt to evolving visitor expectations.
Data has become the most important tool for theme park operators looking to drive revenue and meet guest expectations. However, one of the biggest challenges has been the lack of insight into what guests truly want—whether during their visit or when deciding how much they're willing to pay. Historically, the industry's reliance on the Pay-One-Price (POP) model, combined with rising costs and physical limitations, has made it difficult to grow revenue through traditional means.
To explore how parks can overcome these challenges, I conducted a guest survey with 179 participants across multiple countries, interviewed industry executives, and studied case examples from global operators. In the remainder of this post, we explore the research to see how the world’s leading parks leverage data to unlock new revenue streams, deepen guest engagement, and deliver the tailored experiences today’s guests expect.
Dynamic pricing is widely used in industries like airlines and hospitality, but it’s only recently made waves in the attractions industry. Adjusting ticket prices in real-time based on factors such as demand, day of the week, and even weather, as well as data-driven dynamic pricing, is a flexible tool for revenue growth and crowd management.
Data shows that awareness of dynamic pricing positively influences consumer acceptance in the theme parks industry. Guests view dynamic pricing here with similar acceptance as in other sectors like hotels and airlines, and they show little differentiation between applying dynamic pricing to admission tickets versus in-park add-ons like skip-the-line passes. This finding suggests that guests may be more open to this model than previously expected by park operators.
This openness to dynamic pricing also extends to its potential for managing crowd levels, an aspect that strongly resonates with guests. They recognise the value of such strategies in enhancing their overall experience, with many—including families—indicating a willingness to adjust visit dates in response to pricing changes. This flexibility underscores how dynamic pricing could aid parks in balancing attendance while further elevating guest satisfaction.
Guests also expressed a strong preference for transparency in ticketing models. Communicating about peak times and corresponding price changes can improve acceptance of price variations. Additionally, discounts for frequent visitors, like annual passes, remain popular, showing continued demand for flexible pricing options that offer added value.
Guests are split between preferring a more expensive but flexible ticket versus a discounted, non-refundable one, highlighting the importance of providing diverse options to match varied preferences and demographics.
By keeping pricing models clear and justifying variations based on real-time data, parks can foster a positive guest response, encouraging repeat visits and higher in-park spending. Combined with open communication about crowd levels, dynamic pricing could become a highly effective tool for guest satisfaction and revenue growth.
Increasing in-park spend is a significant revenue opportunity for many parks that have historically focused on their admissions targets. The survey data reveals that guests are increasingly willing to pay for premium enhancements like skip-the-line passes and early access to unique events. This willingness suggests a strong demand for more premiumised, high-end offerings.
Bundling high-demand add-ons, such as early access, skip-the-line passes, and themed dining experiences, can effectively boost in-park spending while meeting guests' desires for a personalised experience.
Most interestingly, guests who pay for one premium add-on often select others. This points to the potential for cross-selling multiple extras to the same guests, especially where their unique preferences can be captured through a mobile app or similar platform.
Key to driving revenue is a deep understanding of your guests and what they want from their experience–and it’s worth noting that what they want could differ between visits!
Personalised guest journeys are a promising avenue for revenue generation in theme parks. By analysing guest preferences, purchase histories, and behaviours, operators can deliver tailored experiences that increase guest satisfaction and per-guest spending.
The survey results showed that 47% of respondents felt interactive, personalised experiences would justify a higher admission price, indicating a growing appetite for unique, curated experiences. This trend aligns with the success of tiered guided tours at parks like Walt Disney World, where varying levels of exclusivity are offered. Disney’s Private VIP Tours cater to guests who value efficiency and exclusivity, a target group more likely to spend on other add-ons during their visit.
Personalisation extends beyond services to include merchandise, which has proven to be effective in boosting in-park spending:
Nowadays, technology is crucial in delivering these personalised experiences to a large audience. Innovations from cashless payments to data-driven customisation enhance operational efficiency and guest satisfaction. Most recently, new AI-based systems, like Attractions.io’s AI Assistant, can help theme parks leverage large datasets to provide targeted marketing and service recommendations, adding a new layer of personalisation at scale.
AI is set to become a transformative force in the industry. With AI, theme parks can use real-time data to make rapid adjustments and deliver relevant content to each guest. Attractions.io’s AI Assistant, uses data to create tailored in-app experiences, offering guests timely updates and personalised activity suggestions. This approach allows parks to scale personalisation without significant resources, improving operational efficiency and guest satisfaction.
The future of personalisation in theme parks, supported by AI, brings significant advantages:
With its new AI Assistant, Attractions.io is well-positioned to help operators deliver on these expectations, empowering parks to provide memorable, data-driven experiences that resonate with modern guests.
Data-driven strategies are redefining how theme parks drive revenue. By exploring emerging technologies, like dynamic pricing, digital store fronts, and embracing AI for personalised experiences, operators can meet evolving guest expectations while increasing per-guest revenue.
For those ready to harness data’s full potential, the coming years promise new ways to drive engagement, manage demand, and boost revenue beyond traditional limits.
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