Legoland and Alton Towers to 'surge' prices

Legoland and Alton Towers owner Merlin Entertainments is adopting a controversial 'surge' pricing model, which is expected to see prices rise for families visiting at peak times including school holidays. The introduction of the "dynamic pricing" model is designed to adjust digital ticket prices based on demand, time of the year, and weather conditions. According to the company, the new model aims to manage the number of visitors attending the park more efficiently and enhance the overall guest experience.

Dynamic pricing, also known as surge pricing, will result in higher ticket prices during peak times, such as sunny weekends in the summer holiday season, and lower prices during quieter, off-peak times. Merlin said it will install this model worldwide at its top attractions by the end of 2024.

The attraction operator compared its new pricing strategy to "happy hours" at and the seasonal pricing models deployed by hotels and airlines.

It comes after Merlin reported a record revenue of £2.1 billion in 2023, an 8% increase from the previous year.

The introduction of dynamic pricing has sparked debate with critics pointing to the lack of transparency and concerns over the impact on families that are restricted to only visiting during school holidays.

Criticism featured in media reports argues that dynamic pricing lacks transparency, and makes it difficult to plan trips and budget. The impact may disproportionately affect families with children, the critics add, making visits more expensive.