Dynamic vs Variable Pricing – The Great Pricing Debate & Why It Matters To Your Consumer (And You)

Session Description

The team at Integrated Insight has developed holistic pricing strategies for attractions large and small. From Universal Parks and Resorts to family owned and operated amusement parks, aquariums and zoos, and numerous family entertainment experiences. Dynamic pricing has become increasingly more common, but there is still lack of understanding within the industry of the different between Variable and Dynamic pricing – and why it matters to your business. We will guide attendees through the difference between the two, the value of leading with your consumer when it comes to pricing decisions, and how to assess which is right for you.

Attendees will learn guiding strategies and tactical examples … What is dynamic pricing? Is it different from variable pricing? How do consumers view dynamic pricing? What should be my key guiding principles when it comes to pricing? How do I know if dynamic or variable pricing is right for me?


  • Scott Sanders, President, Integrated Insight

  • Todd Andrus, Director of Sales and Marketing, Island H2O Water Park

  • David Lämmel, Director of Marketing, Sales & Digital / Member of the Management Board, Europa-Park GmbH & Co Mack KG


 CEUs: N/A

 Session Time: 60 minutes

 Language: American English

 Key Features: Recording of live presentation from IAAPA Expo 2023


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