TAUERN SPA Introduces Dynamic Pricing System

(eap) TAUERN SPA Zell am See in the municipality of Kaprun southwest of Salzburg is one of Austria’s largest and most modern spa resorts. This month, the resort, which is operated by VAMED Vitality World, introduced demand-based dynamic prices for its ticket portfolio. The new system was implemented in cooperation with the Swiss company Pricenow AG, which specialises in e-commerce, analytics and pricing in the leisure industry.

From now on, day tickets, 3-hour flex tickets and evening tickets for Tauern Spa will be priced dynamically depending on guest demand. In this way, visitor flow in the bathing and wellness landscape will be optimised, as peak times will become more expensive and off-peak times more attractive. The new pricing model also promotes early bookings and thereby creates better operational planning reliability.

“In contrast to the previous static pricing model, under which all guests paid the same price regardless of season, weather or time of booking, Pricenow’s demand-based pricing model takes precisely these factors into account. In addition, the system makes it possible to specifically reward early bookers, reduce waiting times at the spa entrance and efficiently manage fluctuations in utilisation. This step is part of a comprehensive further development of Tauern Spa, with which we are strengthening the guest experience and operational performance,” explains Geert Gebben, authorised signatory and Geneal Manager, Tauern Spa.

Jean Marc Mathias, Senior Market Manager Thermal Spas & Amusement Parks at Pricenow AG, adds: “Tauern Spa Zell am See in Kaprun is one of the first thermal baths in Austria to use dynamic pricing both online and at the ticket office. This is an important milestone for us. We have seen for years how strongly experience providers benefit from it and are convinced that demand-based pricing is also the logical next step in the Austrian thermal spa market.”

The four-star superior resort Tauern Spa Zell am See comprises a water and sauna landscape, a hotel, a diverse culinary offering and an extensive resort complex with panoramic views of the Kitzsteinhorn mountain.

Dynamic pricing models are among the most popular “building blocks” for creating a modern digital infrastructure in leisure and entertainment operations. In addition, current developments in the broad field of topics and applications relating to artificial intelligence are important elements in positioning operations for the future. A collection of current EAP focus articles on AI tools can be found here, available free of charge in the EAP eReader. ■