Niagara Parks Commission: Attraction Pricing and Commission Strategy (2013)

Surveying the competitive landscape (locally and further afield) to benchmark commission and discounting practices and, ultimately, making recommendations for changes.

The Niagara Parks Commission (“NPC”) engaged HLT to conduct a study of current pricing and discounting practices within the NPC’s extensive array of attractions as offered to groups and wholesale tour operators. The NPC operates a range of attractions and transportation services throughout the entire park, stretching from Niagara-on-the-Lake to Fort Erie. As with most contemporary visitor destinations, the NPC packages these attractions and transportation services to maximize relevance to customers, consider seasonal implications and enhance operating revenue.

The NPC asked HLT to assist with a comprehensive review of commissions and discounting programs by reviewing past pricing and discounting practices, surveying the competitive landscape (locally and further afield) to benchmark commission and discounting practices and, ultimately, making recommendations for changes.

HLT conducted extensive interviews with tour operators, influencers and NPC staff. HLT also interviewed a cross section of other attraction operators (in market and outside) to understand current practices.

Recommendations were prepared, with supporting documentation, and delivered to the NPC upon completion.