Principles of pricing

Overview

Pricing is one of the most powerful tools available to visitor experience businesses. The right pricing strategy can help attract the right customers, increase revenue, strengthen your competitive position, and communicate the value of your experience.

This course is designed to help visitor experience providers make informed pricing decisions that drive business performance and profitability.

Focusing on B2C pricing strategies, the course builds confidence and practical expertise in pricing visitor experiences. Learners will develop a strong understanding of market dynamics, competitor positioning, and consumer behaviour, while exploring how pricing can be used as both a commercial and communication tool.

The course highlights the importance of understanding costs, calculating break-even pricing, and creating value-based pricing strategies that reflect the unique benefits of an experience. Expert guidance and practical tips will help learners maximise the value of their offering and strengthen their competitive position in the market.

Throughout the course, participants are encouraged to apply key concepts to their own visitor experience. Whether you are new to pricing or an experienced industry professional, this course offers valuable insights and practical tools to support your success.

By the end of this course you will be able to:

• Understand visitor segmentation and use consumer data to inform smarter pricing decisions.
• Develop a compelling value proposition that effectively communicates the unique selling points of your visitor experience.
• Calculate costs and determine the break-even price for your experience.
• Apply value-based pricing principles to improve competitiveness and maximise revenue opportunities.
• Use pricing as a strategic communication tool to influence customer perceptions and purchasing behaviour.
• Build greater confidence in developing and implementing effective pricing strategies for visitor experiences.