It’s worth asking: Is the complexity worth it?

Some parks have taken the opposite approach. A single ticket price includes admission, a meal, and maybe a drink. No bundles. No pop-ups during checkout. No decision fatigue. And many guests appreciate that clarity. They know exactly what they’re getting, and it matches their expectations.

That simplicity doesn’t just benefit the guest -it also benefits the operator. Fewer support calls. Fewer refund requests. Shorter lines at guest services. And most importantly, a clearer sense of value in the eyes of the visitor. A day at a theme park shouldn’t feel like managing a phone plan.

Of course, upselling and personalization will always have a place. Not every guest wants the same experience, and for some, the premium offerings are a perfect fit. In fact, some guests are happy to pay more for a top-tier, all-inclusive experience – no matter the cost. But the question is balance. Are we providing more value - or just more options?

There’s also something to be said about the decision-making process itself. A single-day ticket transaction used to be quick and easy. Now, navigating through the checkout process, especially online, can feel like a commitment in itself. Every step comes with another add-on opportunity, and while the intent may be to increase cart value, the result can be overwhelming. Some guests abandon the process entirely. Others buy things they don’t understand, only to regret it later.

Operators would be wise to audit their own purchase flow. Go through it like a guest. Try to buy your own ticket, your own pass, your own dining package. If you find it exhausting, chances are your guests do too.

At the heart of this conversation is a simple truth: Fun shouldn’t be complicated.

So as we look toward 2026 and beyond, maybe it’s time to revisit the basics. What if the goal wasn’t to sell the most extras - but to deliver the most satisfying, easy-to-understand experience? What if success wasn’t measured by how many SKUs we push - but how many guests walk away saying, “That was simple, and I had a great time.”

In a world that’s increasingly complex, sometimes the smartest strategy is to keep it simple. And just when you think you’ve finally navigated the maze of pass levels, dining plans, drink options, skip-the-line packages, and photo bundles, don’t forget the final not-so-fun surprise: the processing fee. Because with many parks only offering these purchases online, that little extra charge quietly tacked on at checkout is the last reminder that simplicity has left the building.

Fun shouldn’t come with a flowchart.

How ITPS Can Assist:

At ITPS, we help attractions find the right balance between guest value and operational profitability. Whether you’re rethinking your pricing strategy, enhancing your guest experience, or navigating evolving consumer expectations, our experienced team delivers insights and strategies that keep your park competitive, compelling, and built for long-term success. We work side-by-side with operators to simplify offerings, reduce guest confusion, and strengthen perceived value, without sacrificing revenue. From analyzing pass structures to auditing the purchase journey, we help ensure the guest experience is as seamless as it is profitable. Because when the path to fun is clear, everyone wins – especially your guests.