The owner of Legoland, Sea Life and Madame Tussauds plans to charge visitors more during peak summer weekends than rainy weekdays in the off-season, as it seeks to make up for fewer visitor numbers than before the Covid-19 pandemic.
Scott O’Neil, chief executive of Merlin Entertainments, said the company was building a dynamic pricing model — widely known as surge pricing — to be introduced at its top 20 global attractions by the end of 2024, and major US attractions next year.
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