"Surge pricing" is being adopted at Merlin Entertainments’ attractions, the company reported as it unveiled its annual figures for the past year.
Surge pricing means that at busier times the parks and attractions group will increase prices - or decrease them at quieter periods.
The news came at the same time as the big UK-based international operator reported record revenues in 2023 with 62 million guests (up seven million). Revenues climed eight percent to £2.1bn and adjusted EBITDA stood at £662m.
The company said it had strong results from operations in the UK, the Asia-Pacific region and Europe, notably at its Legoland operations.
Merlin runs 141 attractions in 23 countries and can now add a newcomer, the Orlando Wheel at ICON Park, the tallest observation wheel on the east coast of the US and adjacent to Merlin’s Sea Life aquarium and Madame Tussauds.
