'Dynamic pricing' is about to make family holidays even more costly

Great news from the owners of Legoland and Alton Towers, just in time for the Easter holidays too. Merlin Entertainments – the nice guys behind Chessington World of Adventures Resort, Alton Towers Resort, Sea Life, Legoland and basically anywhere you may have been planning to take the kids during this or any future school break – is planning to introduce “a dynamic pricing model”.

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