Partner Interview
Published April 8, 2024
United Parks & Resorts: Pricing Optimization
inpractise.com/articles/united-parks-and-resorts-pricing-optimization
Executive Bio
Former Revenue Management Director at United Parks & Resorts
Interview Transcript
Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.
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You mentioned that the pricing for single-day tickets is relatively low. How do you consider price demand elasticity and how did you determine that it's low? Is this based on the break-even point or the difference between the pricing of daily passes versus season passes, and your potential penetration rate for the season? How do you consider the relative pricing of the daily pass?
Interestingly, we noticed that even when we offered two-day tickets at the price of a single-day ticket, we still sold a significant number of single-day tickets. This indicated that we would always have a market for single-day tickets, regardless of the pricing of other ticket types. This led us to believe that we could be quite aggressive with our single-day ticket pricing.
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