The Prices of the Walt Disney World Lightning Lane Premier Passes Are About to Drastically Increase
The newly expanded Lightning Lane Premier Pass is set to get its first real test next month when spring break season begins at Walt Disney World.
As a quick refresher, the Premier Pass was introduced last October as the highest-tier Lightning Lane pass. Initially exclusive to Walt Disney World Resort hotel guests, the Premier Pass pass allows a one-time entry to each Lightning Lane experience at one park.
Additionally, guests do not need to schedule their arrival for each Lightning Lane attraction. They can simply show up and ride!
The Premier Pass Has Proven to Be Popular
When the Premier Pass was initially launched, many observers believed that the high price would scare away potential buyers and Disney would find a limited market for the premium offering.
Those fears largely proved to be unfounded. As we saw during last year’s holiday season, guests snapped up Premier Passes to beat the crowds and ensure they got to ride all their favorite attractions.
Subsequently, Disney announced last month that the Premier Pass was being expanded to all Disney World guests, regardless of whether or not they were staying at a Disney resort.
Photo: Disney
Since the expansion, we have seen the Lighting Lane Premier Pass sell out on six different dates.
A Price Increase Is on the Horizon
In case there is any question about whether there is a market for the Lightning Lane Premier Pass, Disney has significantly increased the prices of the passes in early March.
With Walt Disney World moving out of its “slow” season and towards spring break, Disney apparently believes there will be increased demand for the premium offering.
As a comparison, on February 28, a Lightning Lane Premier Pass can be purchased for $329 at Magic Kingdom, $208 at EPCOT, $269 at Hollywood Studios, and $129 at Disney’s Animal Kingdom.
Just one day later, those prices skyrocketed.
On March 1, a Premier Pass for Magic Kingdom costs $429, EPCOT $249, Hollywood Studios $349, and Animal Kingdom $199.
Two days later, the price of a Magic Kingdom Premier Pass is even higher.
Disney Clearly Thinks There Will be an Increased Demand
Since the Lightning Lane system launched, Disney has utilized dynamic pricing to anticipate demand. By drastically raising the prices in March, it is clear that the company believes the Premier Passes will be in demand.
However, whether or not that turns out to be true remains to be seen.
