We are offering a limited cyber sale now that offers you savings of 75% at $1 a week. Don't miss out. Sign up now.Greetings!I'm old enough to remember when the price for a ticket to Disneyland was as low as $25 for California residents. That feels absolutely alien when compared to today's rates, which range from $104 to $224 depending on the day, with higher prices reserved for holidays, weekends and the higher traffic summer stretch. But, as our Drew Taylor writes, buying a ticket for Disneyland or Disney World could get a lot more complicated. Disney is looking at rolling out dynamic pricing not just for its tickets, but potentially its food and merchandise down the line. That could mean a scenario where the price of a ticket on any given day could change depending on when you book it, similar to how airline tickets or cruise ship fares work. While an individual close to the company said Disney will stick to date-based pricing implemented after the park re-opened after the pandemic, Disney Chief Financial Officer Hugh Johnson said last month that it was "investing in creating dynamic pricing." “It’s off to a very good start. But we’re really going to make sure we optimize it before we bring it into the domestic parks," he said. "So that’s probably something that you won’t see this year, but you may see in subsequent years.” An insider who talked to Taylor said that there are already plans in the works, and they include the prospect that prices ratchet up throughout the day for anyone looking to buy at the ticket gate and for add-ons like Lightning Lane passes to make up for some guests leaving the park early. “It’s not dynamic pricing as much as it is dynamic ratcheting,” said one person with knowledge of Disney’s plans. The Disney parks have in recent years become one of the more consistent drivers of revenue and profits, especially given the unpredictable nature of the box office. But beyond money, the parks are a valuable tool to spark passion for Disney's various properties, from Star Wars to Mickey Mouse, and nurture customer loyalty. With a lot of chatter about Disney already squeezing the middle class, the company will have to balance that need for steady income with the risk of pricing out park visitors who would otherwise have become lifelong Disney fans. Roger Cheng 
You're likely acquainted with dynamic pricing when it comes to airline tickets, when prices fluctuate depending on when you book the ticket... 
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