Universal Studios Hollywood Adopts ‘Demand Pricing’ for Harry Potter
In anticipation of huge crowds for the opening the Wizarding World of Harry Potter—a runaway success in Orlando—Universal Studios Hollywood is implementing demand pricing, charging more for peak periods and less for slower ones, and offering discounts and perks for online bookings.
The move makes Universal the first major U.S. theme park to embrace demand pricing. Walt Disney Resorts last year raised the issue with its best customers, the holders of its annual pass, whom it asked what they thought of the idea. Disney suggested a three-tiered system that would charge more over Christmas and Spring Break, and during the summer. But it has not been implemented.
Under the new policy at Universal, tickets bought at the gate remain $95, but visitors who book online for low-demand days can save $5 to $20, and also gain entry to the Harry Potter area an hour before the rest of the park opens.
Photo courtesy: Freddo
