United Parks & Resorts: Pricing Optimization
Former Revenue Management Director at United Parks & Resorts
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Former Revenue Management Director at United Parks & Resorts
The executive has over 5 years experience in strategy & pricing functions. The executive was one of the first hired for United Parks & Resorts' revenue management team.
Interview Transcript
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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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