The year 2024 brought a wave of innovation to major theme parks around the world. Industry giants like Disneyland, Universal Studios, and Legoland introduced new strategies to elevate the guest experience, boost operational efficiency, and stay aligned with evolving trends. Below, we highlight 5 key strategies, complete with real-world examples, the reasons behind their success, and ideas for how smaller parks can adapt them.

1. Digital Enhancements and Smart Crowd Management

Example: Disneyland

In 2024, Disney overhauled its visit-planning system, replacing Genie+ with the new Lightning Lane Multi Pass, integrated directly into the park’s mobile app. Starting July 2024, guests could pre-book time slots for selected rides before their visit – making it much easier to plan their day. Other major parks like SeaWorld upgraded their mobile apps as well, offering personalized ride suggestions, navigable park maps, real-time wait times, and mobile food ordering.

Why it works

Digital tools increase convenience and satisfaction. Pre-booking rides reduces physical queues and spreads foot traffic more evenly, giving guests more time on attractions and less time waiting. Personalized alerts (e.g. a ride with a short wait or a food deal nearby) drive in-park spending and improve the overall experience.

How smaller parks could apply it

Building a full app isn’t always necessary. Smaller parks can use affordable solutions like online or SMS-based booking systems. Even basic features – mobile tickets, digital maps, show schedules, and wait-time updates – make a difference. A simple virtual queue system for popular rides (reserve now, return later) can greatly ease congestion and improve guest comfort.

2. Dynamic Pricing and Attendance Management

Example: Disneyland Paris & Universal Orlando

Big parks are adopting airline-style dynamic pricing, adjusting ticket costs based on demand, season, or day of the week. In late 2024, Disneyland Paris rolled out flexible ticket pricing with real-time changes within a set range – rewarding early bookers with better rates. U.S. parks like Universal and Disneyland have long used tiered pricing: cheaper weekdays, premium pricing on holidays and peak weekends – encouraging visits during quieter times.

Why it works

Dynamic pricing helps manage crowd levels and optimize revenue. Higher prices on peak days naturally limit attendance to manageable levels, improving guest satisfaction. Lower prices during off-peak periods help fill the park when it might otherwise be underutilized. For guests, it creates more options – save by visiting off-peak, or pay a premium for high-demand dates.

How smaller parks could apply it

Smaller parks can analyze their attendance data and introduce simple pricing tiers – e.g. lower weekday rates or discounts for early bookings, and slightly higher prices for weekends or holidays. Transparency is key: clearly communicate pricing calendars and promotions. Alternatively, use last-minute flash discounts (e.g. cheaper afternoon tickets on quiet days) to attract more guests when needed.

3. Immersive Story Worlds

Example: Universal Studios

Universal and Disney are investing in fully immersive lands based on beloved franchises. One standout is Super Nintendo World in Hollywood – a blockbuster hit that prompted Universal to expand the concept to other locations (Orlando in 2025 and more to come). Disney is following suit with themed shows like the Zootopia stage show launching in Animal Kingdom in winter 2025, and continues to grow its Star Wars and Marvel lands. Legoland also leans into its IP, with Ferrari-themed racing zones and LEGO Movie-inspired areas.

Why it works

Immersive environments keep guests engaged longer and drive emotional connection. Fans travel specifically to experience the worlds they love – generating buzz, extending visit time, and boosting sales of themed food and merchandise. When a guest feels transported into a favorite story, their visit becomes unforgettable, increasing the chance of return trips.

How smaller parks could apply it

Smaller parks won’t land a Star Wars license, but immersive storytelling is still possible. Themes like pirates, dinosaurs, or outer space resonate widely. Add interactivity – scavenger hunts, photo spots with props, or basic VR experiences – to help guests feel like part of the story. Even modest setups can create lasting impressions if they’re engaging and fun.

4. Sustainability and Eco-Friendly Practices

Example: Legoland

Sustainability is now a priority – for image and for savings. In 2024, Merlin Entertainments opened the world’s first carbon-neutral lodging in the sector: Legoland Woodland Village in the UK. Achieved with the Carbon Trust, it uses energy-saving tech and offset programs. Merlin also introduced edible straws across parks to cut plastic waste. Other green moves include solar panels, rainwater systems, and LED lighting – earning Disneyland California the 2024 “Sustainable Corporation of the Year” award.

Why it works

Eco-initiatives save money over time (less energy, fewer fines, lower waste management costs). They also attract eco-conscious visitors who value responsible choices. Green efforts generate good press and motivate staff, creating pride in working for a responsible organization.

How smaller parks could apply it

Start small: conduct a utility audit and replace outdated lighting or leaky fixtures. Offer waste sorting and recycling bins. Replace single-use plastics with biodegradable or edible alternatives. Water-saving initiatives like rainwater reuse can go a long way. Install a few solar panels or a small wind turbine to demonstrate commitment. Share your efforts – post signs, offer fun facts, or run promotions like discounted tickets for guests who bring recyclables.

5. Accessibility and Inclusion for All Guests

Example: Universal Studios

In 2024, Universal Studios made it easier for guests with disabilities to enjoy the park. The existing Attraction Assistance Pass allowed guests to skip lines by scheduling return times, but required advance paperwork. Now, guests can simply visit Guest Services on the day of their trip to access these accommodations – streamlining the process. Universal also trains staff in autism-friendly communication. Other leaders follow suit: Morgan’s Wonderland in Texas is a fully accessible park, and Disney and Merlin offer quiet rooms and special sensory-friendly events.

Why it works

Inclusion is both a social responsibility and a smart business move. Families with special needs are more likely to choose parks that welcome them – unlocking new visitor segments. A reputation for accessibility creates positive buzz and brand loyalty. What’s more, accommodations like alternate queue systems help ease congestion for all guests.

How smaller parks could apply it

Begin by identifying access gaps – lack of ramps, limited audio support, etc. Small changes can make a big impact: create a designated help desk for accessibility support, allow guests with disabilities to use alternate entrances at set times, or provide a park map showing quiet areas and accessible paths. Train your team in sign language basics or how to calmly assist a guest in distress. Host low-sensory mornings or quiet hours – these simple steps show genuine care and build long-term loyalty.

Final Thoughts

The world’s biggest parks are setting the direction for the industry – from digital tools and pricing innovation to green initiatives and inclusive design. But these strategies aren’t out of reach for smaller parks. Each one can be scaled down and adapted to your unique setup and budget. The key is to take inspiration from what’s working, and start making changes that your guests will feel and appreciate.

Sources

Disney Food Blog. Disney Genie+ Replaced With Lightning Lane Multi Pass in Disneyland and Disney World. Published July 24, 2024. Available at: https://www.disneyfoodblog.com/2024/07/24/disney-genie-replaced-with-lightning-lane-multipass. Accessed June 2, 2025.

Boston Consulting Group (BCG). The Future of Theme Parks: Digital Transformation and Guest Experience. 2024. Available at: https://www.bcg.com/publications/2024/future-of-theme-parks-digital-transformation. Accessed June 2, 2025.

Disney Tourist Blog. Disneyland Paris Launches New Dynamic Pricing System for Tickets. 2024. Available at: https://www.disneytouristblog.com/disneyland-paris-dynamic-pricing-2024. Accessed June 2, 2025.

Blooloop. Merlin Opens Legoland Woodland Village – Its First Carbon-Neutral Hotel. 2024. Available at: https://blooloop.com/news/merlin-legoland-woodland-village-carbon-neutral-hotel. Accessed June 3, 2025.

Disneyland Public Affairs. Disneyland Named Sustainable Corporation of the Year 2024. 2024. Available at: https://www.disneyconnect.com/newsroom/sustainability-award-2024. Accessed June 3, 2025.

Disney Tourist Blog. Universal Orlando Stops Requiring Controversial Disability Access Card. 2024. Available at: https://www.disneytouristblog.com/universal-orlando-stops-requiring-controversial-disability-access-card. Accessed June 3, 2025.