Dynamic Pricing Transforms Cost of Summer Visits to U.S. Attractions

A trip to the zoo this summer might cost $47 — or something quite different tomorrow. Across the United States, cultural attractions are increasingly adopting dynamic pricing models that adjust entry fees based on a range of factors, from advance booking to real-time visitor demand.

Zoo New England, which operates two zoos in eastern Massachusetts, now uses dynamic pricing software from Digonex to set daily ticket prices. “It’s complicated,” said President and CEO John Linehan, noting that the algorithm considers dozens of variables. The system encourages early booking with lower rates and offers additional discounts through state programs. “It puts some control back in the consumer’s hands,” Linehan said.

Museum | Source: Pexels

Dynamic pricing, long used by airlines and theme parks, is becoming more common among museums and aquariums. According to tourism firm Arival, only 1% of attractions used such pricing before the pandemic; that figure has since risen to 6% for dynamic pricing and 17% for variable pricing.

Institutions cite rising costs and lagging visitor numbers as motivators. Many have yet to recover pre-pandemic attendance levels, prompting efforts to close budget gaps. “No margin, no mission,” said Linehan, emphasizing the need to balance financial sustainability with accessibility.

Even venues not using algorithmic tools have raised prices. The Denver Art Museum increased weekend admissions after a major renovation, while Monterey Bay Aquarium raised its general ticket and membership prices this year.

Head bust in museum | Source: Pexels

Critics warn that fluctuating prices can confuse visitors and raise expectations for premium experiences. However, advocates say the model helps reduce overcrowding and promotes affordability through off-peak discounts.

For budget-conscious visitors, experts recommend booking early, checking for discounts through libraries and nonprofit programs, and taking advantage of bundled passes and special access days. “It may take a bit of research,” said Arival CEO Douglas Quinby, “but it’s still possible to find a good deal.”