Why Dynamic Pricing Doesn’t Work for Family Attractions (and What to Do Instead)

• 28th October 2024

Dynamic pricing has gained traction across industries, but for family attractions, it often creates more challenges than benefits. While hotels or airlines might adjust prices to match demand, family-friendly venues thrive on predictability and trust, encouraging guests to come back because they know what to expect. Leisure industry expert, Nick Brunt shares why dynamic pricing can be problematic for attractions and some smart alternatives that keep visitors happy and engaged without disrupting their budgets.

Creates Uncertainty
Whilst we live an increasingly flexible world, families often plan their budgets and trips in advance, preferring stability. With dynamic pricing, they might find ticket prices fluctuating from one day to the next or even from morning to evening, which can lead to frustration and a sense of unfairness. We find that businesses which offer clear, predictable pricing are more likely to gain long-term loyalty by creating an easy and transparent experience for their guests.

Undermines Customer Trust
Variable pricing can make guests feel like they’re paying different amounts for the same experience, which can lead to a negative perception of your business models. Instead of inspiring loyalty, dynamic pricing can create a “wait and see” approach, where guests hold off on booking in hopes of snagging a better rate. Family attractions are built on making guests feel valued and creating an inviting environment, which consistent pricing better supports.

Adds Complexity
Managing fluctuating prices adds layers of administrative work. It often requires constant monitoring and could lead to real-time pricing explanations from staff. By sticking to a straightforward pricing model, attractions can streamline their operations and focus on what matters most: delivering a fun, stress-free experience for customers.

Disrupt Accessibility
Family attractions often emphasize inclusivity, ensuring everyone has the opportunity to visit. Dynamic pricing can price out certain families, especially those who can only visit during popular times. With predictable pricing, families don’t feel penalized for when they visit and are more likely to feel valued by the venue.

So what to do instead?

Value-Added Packages
Instead of changing ticket prices, think about adding value with special packages. For example, an “Adventure Bundle” might include admission, a snack, and a take-home souvenir. This allows families to customize their experience and feel like they’re getting a little extra without impacting the base ticket cost.

Launch Loyalty and Group Discounts
Consider ways you might reward customers for frequent visits or bringing along family and friends. A loyalty program that offers special perks for regular visits or group discounts for parties creates incentives for ongoing engagement. This can be a way of building long-term relationships with your community and brings in more bookings through word-of-mouth.

Use Off-Peak Perks for a Balanced Flow of Visitors
To encourage off-peak attendance without adjusting ticket prices, offer perks for off-peak bookings—like an extra activity, exclusive time slots, or complimentary photos during weekday afternoons. These perks motivate families to visit during quieter times without feeling like they’re getting a “discounted” experience.

Focus on Engaging Experiences and Consistent Value
Ultimately, the best way to keep guests coming back is to provide an experience that’s fun, reliable, and welcoming. By sticking with clear and consistent pricing, families know what to expect, which builds trust and fosters a positive relationship with your attraction.

SMART Entertainment provides booking solutions tailored to family attractions that want to grow engagement. Our platform makes it simple to organize group bookings, add value-driven promotions, and manage loyalty programs, helping your attraction build a steady stream of visitors every day of the week. Click below to book a live demonstration of our solutions with one of our team – no commitment needed!