Dynamic vs. Static Pricing: A Strategic Guide for Tours and Attractions

Should you stick with static pricing, or is it time to consider dynamic pricing? Let’s break down both approaches, and give you real, actionable steps to get the most out of your ticket sales.

What is Static Pricing?

Static pricing means your ticket prices stay the same, no matter the day, time, or demand. You decide on a price—say, $25 for general admission—and that’s what every guest pays, whether it’s a quiet Tuesday in March or a packed Saturday in July.

Examples of static pricing in tours and attractions:

• A museum charges $15 for adult entry, year-round.
• A boat tour sells tickets for $40, no matter the departure time.
• A zoo lists one price for all-day admission.

Why do operators choose static pricing?

• Simplicity: It’s easy to set up and manage. No spreadsheets, no algorithms. ‍
• Predictability: You know what revenue to expect, and so do your guests. ‍
• Guest Trust: No surprises at checkout. Guests appreciate knowing they’re paying the same as everyone else.

What is Dynamic Pricing?

Dynamic pricing is the opposite: ticket prices change based on demand, time, or other factors. Think of how airlines or hotels adjust prices—higher when demand surges, lower when things are slow.

How does dynamic pricing work?

• Prices go up on busy weekends, holidays, or when inventory is low.
• Prices drop during slow periods to encourage more bookings.
• Adjustments can be automatic (using software) or manual (you set the rules).

Examples in our industry

• A waterpark charges more for tickets on hot summer weekends.
• A sightseeing tour offers discounts for weekday mornings.
• A museum increases prices during a blockbuster exhibit.

Static vs. Dynamic Pricing: Key Differences

Pros and Cons for Operators

Static Pricing Pros:

• Easy to set and manage—no need for special software or extra staff.
• Predictable for your budget and for guests.
• Fewer guest complaints about fairness; everyone pays the same.

Static Pricing Cons:

• You might miss out on extra revenue during peak times.
• It’s harder to fill seats or slots during slow periods without discounting.

Dynamic Pricing Pros:

• Lets you maximize revenue when demand is high—no more leaving money on the table.
• Can help fill empty spots by lowering prices during off-peak times.
• Meets modern consumer expectations; guests are used to seeing prices change for flights and hotels.

Dynamic Pricing Cons:

• Takes more effort to set up and manage—needs good data and the right tools.
• Can cause confusion or frustration if guests don’t understand why prices change.

When is Static Pricing the Right Choice?

Static pricing is still a smart choice for many operators, especially if:

• You run a smaller venue or have limited staff.
• Your audience values stability, such as a non-profit museum.
• You don’t have big swings in demand throughout the year.
• Your guests are price-sensitive (think families or school groups).

If you’re focused on keeping things simple and building trust, static pricing works.

When to Consider Dynamic Pricing

Dynamic pricing makes sense if:

• Your business sees big swings in demand—weekends, holidays, special events.
• You have the staff and systems to monitor and adjust prices.
• You want to maximize revenue and are comfortable positioning a premium experience.
• You’re ready to invest in a ticketing system that supports dynamic pricing.

Many operators start with static pricing and test dynamic pricing on a small scale—like special events or peak weekends—before rolling it out more broadly.

How to Optimize Static Pricing

If you’re sticking with static pricing, you can still squeeze more value out of your strategy:

• Review prices annually: Don’t just copy last year’s rates. Look at your attendance, costs, and competitor pricing. ‍
• Use timed ticketing: Even with fixed prices, you can spread demand by offering different entry times. ‍
• Offer group rates or bundles: Discounts for families, schools, or combo tickets can boost sales without changing your base price. ‍
• Monitor guest feedback: Listen for complaints about price or value. Adjust as needed. ‍
• Track your data: Use your ticketing platform’s reports to see which days and times sell best.

How RocketRez Supports Both Approaches

Whether you want to keep things simple or try dynamic pricing, RocketRez has you covered:

• Flexible static pricing: Set your prices and update them when you need to—no fuss. ‍
• Dynamic pricing tools: Ready to experiment? Adjust prices for peak times, special events, or last-minute sales. ‍
• Real-time inventory sync: Never worry about overselling, even if you’re adjusting prices on the fly. ‍
• Custom rules: Set up pricing by ticket type, capacity, or guest segment—whatever fits your operation.

Actionable Steps for Operators

Here’s how to put this into practice:

• Audit your current pricing: Are you maximizing revenue, or just keeping it simple? ‍
• Talk to your team: Do you have the time and tools to manage dynamic pricing, or is static best for now? ‍
• Test and learn: Try dynamic pricing for a single event or weekend. See how it goes before making big changes. ‍
• Use your data: Lean on your ticketing system’s reports to track what’s working—and what’s not.

Conclusion & Key Takeaways

There’s no one-size-fits-all answer. The best pricing strategy depends on your audience, your resources, and your goals.

Static pricing is tried and true for many operators, but dynamic pricing can unlock new revenue if you’re ready to take the leap. The most successful operators review their pricing regularly and aren’t afraid to experiment.

With the right tools—like RocketRez—you can adapt as your business grows.