Alton Towers admission cost to rise at peak times

County attraction’s owner compares its new ‘dynamic pricing’ policy to pub happy hours

A FAMILY day out to Alton Towers is set to cost more at peak times.

Owners Merlin Entertainments are introducing “dynamic pricing”, where sunny days will come with a steeper entry price.

Merlin Entertainments - which also runs Legoland, Thorpe Park, the London Eye and Madame Tussauds said the change aimed to offset a drop in visitor numbers since the Covid pandemic.

About 20 of its global sites will see ticket prices shift in this way.

Already employing off-peak and peak-time pricing, Merlin is seeking to take it a step further with “machine learning”, helping to set flexible prices depending upon demand.

For instance, if a sunny summer Saturday doesn’t attract as many visitors as predicted, admission prices could go down for the day.

A statement from Merlin said the pricing strategy would “make sure the peak period experience is optimised by avoiding overcrowding”.

The shake-up would provide “greater flexibility for guests booking online to choose discounted prices for select dates and times”.

Chief executive Scott O’neil said the approach allowed Merlin to adjust prices depending on the season and manage visitor numbers.

He said: “We had it in 2023 and we had the highest guest satisfaction scores in the history of the company, and seven million additional guests.”

But critics have slammed the dynamic pricing strategy used by businesses such as Uber and some restaurants, because they say it is not always clear why prices go up at times.

Mr O’neil believes the method is working well, “protecting the guest experience” when places get busy, helping to shorten queues for popular spots.

He pointed out that lowering ticket prices at less busy times, such as a rainy weekend in early spring, made outings more “available and accessible to all”, comparing it to pub happy hours or how hotels and airlines change their prices according to busier and quieter periods.

“It is not a new concept, but our focus is on two things that matter most: the guest experience and making sure we are accessible and value-based for families,” he added.

Merlin’s sales reached an all-time high last year as it welcomed more visitors. Revenues increased by 8 per cent to £2.1 billion in 2023, buoyed by a surge of 62 million visitors across the globe.

Last year, one in four tourists in London visited at least one of Merlin’s attractions, and 40 per cent visited more than once.

But not all news was positive as Merlin suffered a pre-tax loss of £214 million last year, falling from a profit of £106 million the year before, due to one-off costs and refinancing debts.

Demand is high at Alton Towers for the new Nemesis Reborn ride.

Mr O’neil said: “Coming out of Covid, we learned that we need each other, we need experiences, and we value memories over things.”

He believes customers are gravitating toward “quality” experiences, a trend evident in the continued popularity of theme parks.