Pricing Case Study: How to Fix Dual Ticket Pricing at India's Taj Mahal

Changing the way tickets are priced will improve every tourist’s experience.

In a recent blog post, I described how the dual ticket pricing at India’s Taj Mahal fails on many levels. Here is what is wrong with it:

• Instead of charging tourists different prices based on whether they want a premium experience (e.g., shorter lines), dual pricing discriminates between tourists simply based on whether they are Indians (“domestic”) or n…