PRICES for some of the UK's busiest tourist attractions are set to increase during the summer and school holidays.
Theme Parks like Legoland, Alton Towers and Thorpe Park are planning on upping their entry costs during busier months as part of a new pricing strategy.
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It will see visitors having to spend more during peak summer weekends, but less on rainy weekdays in the off-season.
The plan has been put in place by the parks' owners, Merlin Entertainments, to try and find ways to make up for fewer visitor numbers.
Surge pricing, or dynamic pricing, is one of the ways in which the company is hoping to cover the gap created by attractions failing to attract the number of tourists that were visiting pre-pandemic.
It means Merlin can increase prices at busier times, but also decrease them when it's quieter.
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Scott O’Neil, the chief executive of Merlin, Europe’s largest theme park operator, said the new model would be introduced at its top 20 global attractions by the end of the year.
He told the Financial Times: “If [an attraction] is in the UK, it’s August peak holiday season, sunny and a Saturday, you would expect to pay more than if it was a rainy Tuesday in March."
Dynamic pricing isn't anything new, with hotels and airlines among several businesses who charge more during busier moments of the year.
However, it will make days out during holidays more expensive for families during school holidays.
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Nearly one in every four visitors to London went to a Merlin attraction last year, showing how popular they are in the capital, as well as the rest of the continent.
In the UK alone, the company owns Alton Towers, Chessington, Legoland, Thorpe Park, the London Eye, Sea Life, Blackpool Tower, Shrek's Adventure, London Dungeon, Cadbury World and others.
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O'Neil added that the company was simply looking to get the right balance between visitor numbers and the amount they charged.
He said: “There is a tug and pull in what you do in terms of volume and price and how you manage that."
While the pricing strategy is due to be introduced before the end of the year, it remains to be seen how soon it will be implemented at some of the UK's best loved attractions.
The price increases aren't the only ones that will affect holidaymakers this year, and into the future.
Theme Park Tips
- Go to the back of the theme park first. Rides at the front will have the longest queues as soon as it opens.
- Go on water rides in the middle of the day in the summer - this will cool you off when the sun is at its hottest.
- Download the park's app to track which rides have the shortest queues.
- Visit on your birthday, as some parks give out "birthday badges" that can get you freebies.
- If it rains, contact the park. Depending on how much it rained, you may get a free ticket to return.
Flights and hotels
Holiday companies are charging more than they once did, with pre-pandemic prices seemingly a thing of the past.
In 2023 The PC Agency’s Paul Charles warned: “Prices are rising by an average of 10 per cent for hotels, airfares and tour operator holidays.
“Airfares in particular have never been this high and there's no doubt we've seen the end of the low-cost fare era.
“The bulk of us booking will still be paying much more in 2024 than we did in 2023, due to higher costs and price rises put through by travel firms.”
Airport rates
Spanish holiday destinations and airlines voiced their anger earlier this year due to an increase in airport rates that were introduced this month.
The added costs are expected to increase flight prices for Brits and other tourists.
TheCanary Islands, visited by millions of holidaymakers from the UK each year, led the way in calling for an exception from the 4.09 per cent rise.
Tourist taxes
Plans will see about70 businesses in the Dorset area introduce atourist chargeof around £2 per night.
The charge is predicted to raise around £2million every year from visitors, which councillors say will be invested back into the area
It was brought in after disgruntled residents on the South Coast complained about beaches in theBournemouth, Christchurch and Poole council area being ruined by tourists.
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Meanwhile, travellers use these six tricks to get cheap flights.
And this budget airline launched flights to Spain for less than £10 earlier this year.
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