If you were thinking of taking a Disney vacation this summer, you might want to make different plans. Walt Disney Co. is set to begin demand-based pricing, similar to Uber's surge pricing, Reuters reported. Prices will either be higher or lower, depending on which days of the year guests plan on visiting.
This system of pricing affects single-day tickets and begins Sunday at U.S. theme parks in Florida and California.
Tickets at Disneyland from Monday to Thursday will be deemed "value" tickets and will be priced at $95. "Regular" tickets include most weekends and the summer season, and they will be priced at $105. "Peak" tickets will include most of the month of December, spring break and July weekends, and they will cost $119, according to The Orange County Register.
Disneyworld's Magic Kingdom will be affected in a similar way, but prices will be higher, The New York Times reported. "Regular" tickets will cost $110, "Value" tickets will remain at $105, and "peak" tickets will cost a whopping $124.
To make the transition easier for guests, Disney will post a calendar online that details which days fall under which ticket category. Disney will not be changing multi-day ticket prices on this demand-based scale.
"In addition to expanding our parks, we are adopting seasonal pricing on our one-day ticket to help better spread visitation throughout the year. Multiday tickets, annual passes and visiting during nonpeak periods also provide our guests with options and savings," the company said in an online statement.