Disney's Pricing Model Aims to Keep Vacations Affordable for Families
Dates announced for EPCOT Food and Wine and Magic Kingdom Halloween Party,
Providing exceptional value and flexible options is the key to making family visits more affordable to Disney World and Disneyland, Josh D’Amaro, Chairman of Disney Parks, Experiences and Products, said during the MoffettNathanson Media, Internet & Communications Conference today.
D’Amaro stressed that when considering pricing, the fundamental starting point is the inherent value of a Disney park visit. He highlighted the unique nature of a Disney day, often spanning 10 to 15 hours and encompassing a wide array of experiences, including numerous attractions, Broadway-caliber shows, diverse dining options, and spectacular nighttime fireworks displays. According to D’Amaro, this comprehensive offering justifies the cost, a sentiment echoed by guest feedback.
Beyond the breadth of entertainment, Disney is also focusing on tactical approaches to pricing and offerings to enhance flexibility for guests. The aim is to empower visitors to customize their experience, allowing them to choose specific attractions, preferred viewing locations for parades and shows, and tailor their day according to their interests and budget. This emphasis on providing a range of choices is intended to cater to different needs and financial considerations.
D’Amaro conveyed a clear understanding of the importance of balancing costs with the delivery of high value. The company, he said, is being thoughtful about pricing strategies and promotions, as well as considering optimal times for families to visit, with the overarching goal of making the Disney experience accessible to a wider range of guests.
Disney has done this in a number of ways. “Guests are telling us, based on their experiences, and then we can define thresholds.” Through pricing strategies, the old seasonality has been taken out of the picture. In the past, there was a significant fluctuation depending on the season and month. There would be extremely busy times and slow times. Now that graph has flattened out because of the various pricing levels.
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