This summer, the cost of visiting museums, zoos, and aquariums varies greatly due to the emerging practice of dynamic pricing. John Linehan, CEO of Zoo New England, highlights that this system, developed alongside their contractor Digonex, factors in various elements—like weather and demand fluctuations—to set entry prices. Previously, attractions raised prices seasonally, risking affordability for families. Now, early ticket purchases often yield cheaper rates, and participation in programs for low-income families also helps control costs.
Dynamic pricing is gaining traction, with only 1% of attractions employing it before the pandemic, compared to 17% now using variable pricing and 6% implementing true dynamic pricing. While some attractions like the Monterey Bay Aquarium and Denver Art Museum are raising admission fees even without such systems, this trend also reflects a broader inflationary trend observed in the admissions category, which increased 3.9% last year.
Moreover, adjustments in pricing are common, often based on booking patterns. For example, the Seattle Aquarium fluctuated admission costs depending on availability. Guests may find it challenging to locate lower-priced tickets, as some attractions offer costs only at specific times.
As attractions strive to bridge budget gaps, visitors must adapt to the complexity of ticket pricing. Programs like Museums for All and Bank of America’s “Museums on Us” provide opportunities for discounted or free entry. Looking ahead, dynamic pricing is likely to expand—36% of larger attractions plan to adopt it by 2025-26, prompting families to actively seek better deals on admissions and to remain vigilant about the costs of summer outings.
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