Mar 25, 2024
Legoland owner to charge more at peak times
Merlin Entertainments already uses off-peak and peak time pricing which, like many organisations, allows seasonal fluctuations to dictate demand and therefore price. The introduction of machine learning will make flexible ticket pricing faster and more detailed. Merlin said in a statement that such a pricing structure "Makes sure that the peak period experience is optimised by avoiding overcrowding". Mr O'Neil said "Dynamic" pricing would help "Protect the guest experience" during busier times of the year by managing queues, where waits of more than an hour are routine. Ofgem launches early discussions about a "Dynamic" price cap that changes as consumers became more flexible.
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