Smarter Pricing for Experiences and Attractions: Automate Pricing Without Losing Control

Most operators still manage pricing manually, while others are beginning to experiment with automation. But knowing when a price should move, why it should move, and how much control to hand over to technology remains a challenge.

This session explores how dynamic pricing can work for tours, activities and attractions, from the demand signals that influence price changes to the controls and guardrails operators need to stay in charge. Using real-world examples, we’ll look at when prices should move up, down or stay the same, and how to measure whether those decisions are actually improving performance.

What You’ll Learn:

• What dynamic pricing really means for tours, activities and attractions, and where it can create value
• Which demand signals can help determine whether a price should move up, down or stay the same
• How to introduce automation while maintaining clear controls, guardrails and visibility
• How to measure pricing performance using booking, passenger and revenue outcomes
• Practical steps for testing dynamic pricing, building confidence and scaling it over time