In issue 03/2026 of Transfer Magazine, Dr. Mark Friesen, Managing Partner at QUINTA Consulting and Lecturer in Marketing Management at the University of St. Gallen (HSG), has published an expert article on the communication of parking price increases.
In his English-language article, “Winning Customer Acceptance for Parking Price Increases – Five Best Practices from the Mobility Industry,” Dr. Friesen examines how parking price increases can be communicated effectively. Drawing on behavioral pricing research and international best practices from the mobility sector, he presents five practical rules that parking operators can use to increase customer acceptance of price adjustments. Key recommendations include communicating price changes early and in a predictable manner, providing transparent explanations for price adjustments, and linking higher prices to visible improvements for customers.
The article shows that customers do not inherently reject price increases. Rather, their acceptance depends on whether they perceive the increases as fair, understandable, and associated with tangible added value. In addition to highlighting the importance of appropriate benchmarks and regular, moderate price adjustments, Dr. Friesen also addresses common pitfalls in price communication and explains how they can be avoided.
Transfer Magazine is a professional publication focusing on communication and brand management. Dr. Friesen’s article is particularly relevant to municipalities, airports, and private parking operators, offering practical recommendations for customer-oriented communication of parking price adjustments.