Museums, Zoos, and Aquariums Get Pricey: How Dynamic Pricing Works
Planning a museum visit this summer? Be prepared for a potential sticker shock. Many attractions are now using dynamic pricing, which means the price of your ticket can change depending on the day, time, and demand.
BOSTON, June 25, 2025 – The answer to how much a museum, zoo, or aquarium visit will cost this summer is, increasingly, “It depends.” Attractions are embracing dynamic pricing, a system that adjusts entry fees based on factors like the day of the week, season, and even real-time data like weather.
- Dynamic pricing is becoming more common at museums, zoos, and aquariums.
- Prices fluctuate based on various factors, including demand and time of booking.
- Consumers can find deals by booking in advance or visiting during off-peak times.
John Linehan, president and CEO of Zoo New England, can list almost two dozen factors that its dynamic pricing contractor, Digonex, uses to determine ticket prices. Before implementing this, the organization adjusted prices seasonally, with the fear that some families would be priced out. Today, the system offers lower rates for advance purchases, with options for low-income and working families, putting some control back in the consumer’s hands.
“We charge what we need to make ends meet while delivering on our mission,” Linehan said.
The zoo is just one of many embracing these pricing systems, previously used by airlines, ride-hailing apps, and theme parks. These practices let operators offer lower prices when demand is soft, but they can also drive prices up, squeezing consumers, who are trying to save money on their summer travel.
The Rise of Dynamic Pricing
Before the pandemic, less than 1% of attractions surveyed by Arival, a tourism market research firm, used variable or dynamic pricing. Currently, 17% use variable pricing, and 6% use dynamic pricing, which considers historical and real-time data such as weather, staffing, and demand to influence rates.
These changes arrive as barely half of U.S. museums, zoos, science centers, and similar institutions have fully recovered to pre-Covid attendance levels, according to the American Alliance of Museums, which has led many to seek alternative ways to fill budget gaps and offset increasing costs.
“There’s a saying: ‘No margin, no mission,’” Linehan said.
Price Increases Across the Board
Even attractions that aren’t using dynamic pricing are raising their prices. The “admissions” category in the federal government’s Consumer Price Index climbed 3.9% in May from the previous year, well above the annual 2.4% inflation rate.
In 2024, the nonprofit Monterey Bay Aquarium raised its adult ticket prices from $59.95 to $65 and increased its individual membership rate. A spokesperson said, “Gate admission from ticket sales funds the core operation of the aquarium.”
The Denver Art Museum, which has no plans to test dynamic pricing, raised its admission fees last fall, three years after a $175 million renovation. Entry costs went from $18 to $22 for Colorado residents and from $22 to $27 for out-of-state visitors, with prices rising on weekends and during busy times. Guests under 19 always get in free thanks to a sponsored program.
Is dynamic pricing good or bad? It’s complicated. Data-driven pricing can be “a financial win for both the public and the museum,” according to Elizabeth Merritt, vice president of strategic foresight at the American Alliance of Museums, reducing overcrowding and directing budget-conscious guests toward less busy times. However, Stephen Pratt, a professor at the University of Central Florida’s Rosen College of Hospitality Management, argues that higher prices during peak periods could upset guests, making a low-key outing a high-stakes event.
How Dynamic Pricing Works in Practice
Like many attractions, the art museum posts prices on its website, but many attractions’ listed ticket prices can fluctuate. The Seattle Aquarium, which raised its price ranges last summer by about $10 before a new ocean pavilion opened, also uses Digonex’s algorithmic recommendations.
During the week of June 8, the aquarium’s online visit planner showed out-of-state adult admissions for as low as $37.95 for later dates in the month and as high as $46.95 for walk-in tickets that week. The aquarium offers several discounts, including for seniors, and tribal and military members, a spokesperson noted.
“Some attractions are doing a daily analysis of their bookings over the next several days or weeks and making adjustments” to prices continuously, said Arival CEO Douglas Quinby. Prices might rise when slots are filling up and drop when tickets don’t seem to be moving.
Digonex, which provides dynamic pricing services to over 70 attractions worldwide, offers recommendations as frequently as daily. Each algorithm adjusts to an organization’s goals, considering factors from weather to capacity and even Google Analytics search patterns.
What to Expect in the Future
Consumers should anticipate more price complexity. Arival said 16% of attractions ranked implementing dynamic pricing as a top priority for 2025-26. Among large attractions with at least half a million annual guests, 37% are prioritizing dynamic pricing, up from the current 12%.
For visitors, that could mean looking harder for cheaper tickets. While many museums are free year-round, others offer lower rates during off-season visits and for advance bookings. It’s also common to reduce or waive fees on specific days or hours, with many kids and seniors receiving discounted entry.
Here are some ways to keep admission costs down:
Ways to save on museum tickets:
- Ask your local library. Many have museum passes that cardholders can check out.
- Bundling programs such as CityPass, GetOutPass, and Go City allow visitors to save on admission.
- Bank of America’s Museums on Us program offers cardholders free entry to many institutions during the first full weekend of each month.
- For the past decade, Museums for All has been providing free or reduced entry at more 1,400 U.S. museums and attractions to anyone receiving SNAP food assistance benefits.
- And each summer, the Blue Star Museums program offers museum discounts to actively serving military personnel and their families.
“It may take a bit of research, but it’s still possible to find a good deal,” Quinby said.
Museums, Zoos, and Aquariums Get Pricey: How Dynamic Pricing Works
BOSTON, June 25, 2025 – Planning a museum or zoo visit this summer? Be prepared for a potential sticker shock. Manny attractions are now using dynamic pricing. This means the ticket price can change based on the day, time, and demand.
The answer to how much a museum, zoo, or aquarium visit will cost this summer is, increasingly, “It depends.” Attractions are embracing dynamic pricing, a system that adjusts entry fees based on factors like the day of the week, season, and even real-time data like weather.
- Dynamic pricing is becoming more common at museums, zoos, and aquariums.
- Prices fluctuate based on various factors, including demand and time of booking.
- Consumers can find deals by booking in advance or visiting during off-peak times.
Core Explainer: What is Dynamic Pricing?
Dynamic pricing isn’t new. Airlines and hotels have long used it.Now, museums, zoos, and aquariums are catching on. It’s a data-driven method of adjusting prices based on demand, seasonality, and othre factors.
John Linehan, president and CEO of Zoo New England, said his organization uses dynamic pricing to balance its mission with financial realities. The system offers lower rates for advance purchases. It also has options for low-income and working families. This gives consumers some control.
These pricing systems let operators offer lower prices when demand is soft, but they can also drive prices up.this can squeeze consumers trying to save money on their summer travel. Operators can offer lower prices during the week and increase them on the weekends.
The rise of Dynamic Pricing
Before the pandemic, less than 1% of attractions surveyed by Arival, a tourism market research firm, used dynamic pricing.Now, 17% use variable pricing. About 6% use dynamic pricing. This considers past and real-time data such as weather, staffing, and demand to influence rates.
These changes arrive as barely half of U.S. museums, zoos, science centers, and similar institutions have fully recovered to pre-Covid attendance levels, according to the American Alliance of Museums. This has led many to seek alternative ways to fill budget gaps and offset increasing costs.
“There’s a saying: ‘No margin, no mission,'” Linehan said.
Price Increases Across the Board
Even attractions that don’t use dynamic pricing are raising their prices. The “admissions” category in the federal government’s Consumer Price Index climbed 3.9% in May from the previous year, well above the annual 2.4% inflation rate.
In 2024, the nonprofit Monterey Bay Aquarium raised its adult ticket prices from $59.95 to $65 and increased its individual membership rate. A spokesperson said, “Gate admission from ticket sales funds the core operation of the aquarium.”
The Denver Art Museum, which has no plans to test dynamic pricing, raised its admission fees last fall, three years after a $175 million renovation. Entry costs went from $18 to $22 for Colorado residents and from $22 to $27 for out-of-state visitors, with prices rising on weekends and during busy times. Guests under 19 always get in free thanks to a sponsored program.
Is dynamic pricing good or bad? It’s elaborate. Data-driven pricing can be “a financial win for both the public and the museum,” according to Elizabeth Merritt, vice president of strategic foresight at the American Alliance of Museums, reducing overcrowding and directing budget-conscious guests toward less busy times. However, Stephen Pratt, a professor at the University of central Florida’s Rosen Collage of Hospitality Management, argues that higher prices during peak periods could upset guests, making a low-key outing a high-stakes event.
How Dynamic Pricing works in Practice
Like many attractions,the art museum posts prices on its website,but many attractions’ listed ticket prices can fluctuate. The Seattle Aquarium, which raised its price ranges last summer by about $10 before a new ocean pavilion opened, also uses Digonex’s algorithmic recommendations.
During the week of June 8,the aquarium’s online visit planner showed out-of-state adult admissions for as low as $37.95 for later dates in the month and as high as $46.95 for walk-in tickets that week. The aquarium offers several discounts, including for seniors, and tribal and military members, a spokesperson noted.
“Some attractions are doing a daily analysis of their bookings over the next several days or weeks and making adjustments” to prices continuously, said Arival CEO Douglas quinby. Prices might rise when slots are filling up and drop when tickets don’t seem to be moving.
Digonex,which provides dynamic pricing services to over 70 attractions worldwide,offers recommendations as frequently as daily. Each algorithm adjusts to an organization’s goals, considering factors from weather to capacity and even Google Analytics search patterns.
What to expect in the Future
consumers should anticipate more price complexity. Arival said 16% of attractions ranked implementing dynamic pricing as a top priority for 2025-26. Among large attractions with at least half a million annual guests, 37% are prioritizing dynamic pricing, up from the current 12%.
For visitors, that could mean looking harder for cheaper tickets. Many museums are free year-round. Others offer lower rates during off-season visits and for advance bookings. It’s also common to reduce or waive fees on specific days or hours, with many kids and seniors receiving discounted entry.
Benefits and Practical Tips: Saving Money on Museum Visits
Looking for ways to trim costs? Here are some tips for museum-goers.
- Book in Advance: Secure lower prices by purchasing tickets online well before yoru visit.
- Visit During Off-Peak Hours: Weekday mornings or afternoons are often less crowded (and cheaper).
- Check for Discounts: Many museums offer discounts for seniors,students,and military personnel.
- Look for Free Admission Days: Many museums offer free admission on certain days or evenings. Check the museum’s website.
Here are some ways to keep admission costs down:
Ways to save on museum tickets:
- Ask your local library. Many have museum passes that cardholders can check out.
- Bundling programs such as CityPass, GetOutPass, and Go City allow visitors to save on admission.
- Bank of America’s Museums on Us program offers cardholders free entry to many institutions during the first full weekend of each month.
- for the past decade, Museums for All has been providing free or reduced entry at more 1,400 U.S. museums and attractions to anyone receiving SNAP food assistance benefits.
- And each summer, the Blue Star museums program offers museum discounts to actively serving military personnel and their families.
“It may take a bit of research,but it’s still possible to find a good deal,” Quinby said.
Frequently Asked Questions
What is dynamic pricing? Dynamic pricing adjusts ticket prices based on demand, time, and other factors.
Why are more attractions using dynamic pricing? It helps manage visitor flow and can boost revenue.
How can I save money on museum tickets? Book in advance, visit during off-peak hours, and look for discounts.
Is dynamic pricing good for visitors? It can offer lower prices at certain times but may mean higher prices during peak periods.
Where can I find out if a museum uses dynamic pricing? Check the museum’s website or call ahead to ask about their pricing policy.
Table of Contents
