The Price Is Right … Or Is It?
In the fast-moving world of leisure and attractions, pricing isn’t just about setting a number — it’s about understanding behaviour, timing, and value perception. Whether you operate a laser tag centre, mini-golf course, trampoline park, or escape room, having a clear pricing strategy and yield management plan can transform your revenue without raising your costs.
Why Pricing Strategy Matters
Pricing directly affects how guests perceive your brand. Too high, and you risk scaring away families; too low, and you undervalue the experience. The sweet spot comes from knowing when people buy, how they book, and what they’re willing to pay at different times.
Yield management (borrowed from airlines and hotels) means adjusting your pricing based on demand — charging more when demand peaks, and offering incentives to fill quieter slots.
Dynamic Pricing in Practice
Dynamic pricing allows you to automatically adjust prices based on factors such as:
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Time of day or day of the week
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Weather (useful for indoor vs outdoor venues)
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Local events or school holidays
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Lead time (how far in advance guests book)
For example, off-peak weekday sessions could be cheaper to encourage footfall, while weekend and evening slots carry a premium. Many booking systems now allow you to manage this automatically.
Top Tip: Clearly communicate that prices “vary by session” — guests are used to this model thanks to cinema, theatre, and airline pricing.
Party vs Walk-in Pricing
Your party packages should deliver higher perceived value (exclusive hire, food, reserved areas, etc.) rather than simply discounted play. Guests booking parties are looking for convenience, so they’re less price-sensitive than walk-ins.
Walk-in pricing should feel affordable but consistent with the value of your experience — use this as an entry point to upsell extras like:
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Additional games
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Premium add-ons (food, merchandise, upgraded experiences)
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Family bundles or combo offers
The Psychology of Pricing
Good pricing feels right, not random. Here’s how to make it work in your favour:
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Use anchor pricing: Show a “regular” price alongside your current offer to reinforce value.
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Offer bundles: People love simplicity. “Play + Pizza + Drink” sounds better than separate costs.
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Charm pricing: Prices ending in .95 or .99 subtly signal value.
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Tiered pricing: Offering three options (“Standard”, “Plus”, “Ultimate”) helps customers self-select — most will naturally choose the middle option.
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Limit discounts: Too many discounts devalue your brand and train guests to wait for offers. Focus on genuine, time-limited promotions.
Increasing Average Spend per Guest
You don’t always need more bookings — sometimes you just need to make each booking worth more.
Try:
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Upselling birthday extras and food packages
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Merchandising (t-shirts, branded cups, glow accessories)
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Group bundles and combo tickets (e.g., Laser Quest + Mini Golf)
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Loyalty programmes to encourage repeat visits
Every £1 increase in spend-per-head compounds quickly across hundreds of guests.
Off-Peak Offers That Actually Work
Instead of blanket discounts, give your off-peak offers personality:
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“After School Specials” (Mon–Thu, 3–5 pm)
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“Late Night Laser” or “Date Night Deals”
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“Family Fridays” with bundled food and drinks
These targeted offers create urgency and fill quieter slots without diluting your core pricing.
Final Thoughts
Smart pricing isn’t about being cheaper — it’s about being strategic. By combining dynamic pricing, well-structured party packages, and a touch of psychology, leisure operators can boost both bookings and profitability without needing constant promotions.
The key takeaway? Let your data guide you, test small changes, and remember that value perception is everything.
