Dynamic Pricing vs. Variable Pricing for Attractions | Key Differences & Benefits

Attractions have long understood that not all events should be priced the same. Demand varies by day of week, season, and experience content among other factors, and pricing strategies should reflect those differences. Two commonly discussed approaches are variable pricing and dynamic pricing. While both allow prices to differ across events, only one incorporates time as a core input. That distinction has important implications.

What is Variable Pricing? Event Differences, Fixed Over Time 

Variable pricing sets different prices for different events or dates, but once a price is established for a given event, it remains fixed over time. A Wednesday ticket may be priced lower than a Saturday ticket, reflecting expected demand, but those prices do not change as the events approach.

This approach is familiar and predictable. However, it relies heavily on getting the price “right” upfront and assumes that demand conditions remain stable throughout the entire sales window.

What is Dynamic Pricing? Preserving Structure While Adding Flexibility 

Dynamic pricing builds on the same event-level structure but allows prices to adjust over time. Rather than locking in assumptions months in advance, prices can vary as new information becomes available.

Figure 1 illustrates this difference.

In Figure 1, the two flat lines represent variable pricing: a lower, fixed price for Wednesday (1/20/26) and a higher, fixed price for Saturday (1/24/26). The two fluctuating lines represent dynamic pricing for the same days. Importantly, Saturday prices remain consistently higher than Wednesday prices, preserving event-level differentiation while allowing prices to adjust over time.

Why Dynamic Pricing Performs Better 

• Responsiveness to changing conditions: Some of the most important drivers of demand such as sales pace and weather evolve as an event approaches. Dynamic pricing allows prices to respond to these changes in real time, whereas variable pricing remains static regardless of how conditions shift.
• More choice for visitors: Dynamic pricing creates a menu of prices over time. Guests who are more price-sensitive and willing to commit early can access lower prices (assuming prices generally increase over time), while guests who value flexibility and make last-minute decisions may encounter higher prices. This is not about charging different people different prices. It is about allowing guests to choose based on their timing and preference.
• Reduced reliance on perfect upfront forecasts: Dynamic pricing does not require demand forecasts to be flawless on day one. Prices can be refined gradually as actual booking behavior emerges, reducing the operational risk of committing too early to a single fixed price.
• Alignment with evolving objectives: An attraction’s goals may change over the sales window. Early on, filling capacity may be the priority. Later, revenue optimization may matter more. Dynamic pricing allows pricing decisions to reflect these shifting objectives, while variable pricing cannot adapt once prices are set.

The Bottom Line: Which Pricing Strategy Should You Choose?

Dynamic pricing is about using time to create flexibility, choice, and better alignment between price, supply, and demand factors. By preserving event-level differences while allowing thoughtful adjustment over time, dynamic pricing enables attractions to operate more effectively while remaining visitor-centric.

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