Thoughts on Seasonal Pricing at Disney World
NOTE: This post will cover just the new Seasonal Pricing aspect of today’s price increase. Reaction to the multi-day ticket increase will be covered in a separate post.
As we (and every other Disney site on the Interwebs) reported earlier today, Disney World introduced seasonal pricing as part of its ticket price increase. The basic explanation is that the year is now broken up into Value, Regular and Peak “seasons” and 1-day tickets differ in pricing from season to season (You can read all the details here).
After seeing the Season pricing proposals earlier this Summer, I was pleasantly surprised with how the actual implementation of Seasonal Pricing took place. (Notice I’m not saying I’m “pleased that they implemented Seasonal Pricing”, I’m just happy with how they decided to implement if they had already decided they were going to do it.) First, Disney only applied the Seasonal Pricing to 1-day tickets. This alleviates a lot of the issues where people who had multi-day trips across the “seasons” would have been forced to buy tickets for the most expensive of the seasons in their trip. Relatedly, as was discussed on the above linked TouringPlans article and on WDW Today, the original “Seasons” had almost all weekend days listed as “Silver” or above (Disney decided to use Value, Regular and Peak for its Seasons instead of the Bronze, Silver, Gold structure it used in the survey that started all this discussion, but the concepts remain the same.) In the actual implementation, Disney generally left weekends as part of the same season as the weekdays surrounding it. Again, this could alleviate some of the “cross season” concerns when Disney implements Seasonal Pricing on multi-day tickets. (I think it’s safe to assume multi-day Season Pricing is coming within the next few years, so hopefully Disney continues to divide its “seasons” up the same way in the future.)
The actual division of the seasons was also a little interesting. I know that “Spring Break” is considered a popular time at Disney World, but I’m surprised to find it part of the new Peak Season (and, therefore, have the same price as the Summer and Christmas.) Similarly, I’m surprised to find that the 1st and 2nd weeks of December are part of the Regular Season instead of the Value Season, since they’re usually considered some of the lowest crowd times at Disney World. (Even the some of the “higher” crowd levels last year seem to suggest those weeks could have been value. Sorry, Howie.) Maybe Len Testa isn’t that far off the mark when he says that Value Season is “hurricane season” and Peak Season is “when your kids are out of school.”
In summary, I think we got (at least?) a 1 year reprieve from a full-on implementation of Seasonal Pricing for the multi-day tickets that a majority of Disney World guests purchase. We also ended up with a much more customer-friendly version of the “seasons” calendar than was originally rumored (I hope that holds true in future years.) Though I wish we weren’t moving to surge pricing at all, I’m pleasantly surprised by this particular implementation.