Is Disney World Eroding Fan Goodwill?
While reading the comments to the recent news about Walt Disney World charging for parking, I noticed many readers indicated that this was their tipping point: they were done with WDW. This has been a trend I’ve in comments to stories of this kind the last couple of years. More and more one-time fans seem fed up with what they view as nickel and diming, and practices that don’t value them as customers.
It’s easy to write off these comments as hollow words that won’t be backed up with action when it comes time to book their next vacation. Impassioned initial responses will give way to cooler thinking or ways to adjust behavior and ‘make it work’ to continue feeding the Disney addiction. The internet being what it is, there is no doubt some (a lot) of that.
However, dismissing the chorus of complaints out of hand would be foolish. I’ve been around the fan community a while, and have seen a lot of people move on the last few years; fans with thousands of posts suddenly disappearing or social media accounts changing their focus. These are just the prominent, visible examples. If even the most passionate fans felt alienated, no doubt more casual lurkers have reached their own tipping point. For me, this raises a couple of interesting questions: has Walt Disney World eroded fan goodwill, and if so, will that have negative ramifications down the road?
For those unfamiliar with the term, goodwill is basically the consumer relationship with and perception of the brand “Disney.” What you think when you hear the word, the loyalty you have as a result of past experiences, and how likely you are to be an advocate for the company. (This is all reductionist, but it provides a working understanding of the term, and why it’s a significant intangible asset for Walt Disney World.)
In Walt Disney World fandom, this manifests itself in myriad ways. People accumulate thousands of posts on fan forums, spend their hours discussing the parks on social media, and even descend upon the comments sections of articles critical of the parks. People spread the ‘Disney gospel’ to family and friends. Heck, it even leads the most overzealous fans to start blogs about Disney, documenting every experience, no matter how insignificant.
Historically, the Walt Disney Company as a whole has enjoyed exceptional consumer goodwill. Last year, Forbes ranked it as the #6 most powerful brand in the world (#1 was LEGO). The year before that, Disney claimed the #1 spot in Forbes’ measure of goodwill. Those impressive rankings sort of beg the titular question here. However, I’d argue that there’s a significant difference between goodwill for Disney and goodwill for Walt Disney World, which is a subset of the former.
For Disney as a whole, it’s easy to see why goodwill is so high. The company has a solid reputation as being family-friendly, producing toys and television shows that kids love. Then there are the Disney and Pixar-branded animated films; both studios have enjoyed an impressive streak of films that are well-received by families. (I’m inclined to withhold Star Wars and Marvel from consideration here, as I’m not entirely sure the average consumer associates those with Disney.)
Evaluating the theme parks is a bit trickier. Whereas every first-run movie, regardless of quality, costs the same amount to see, theme parks exist in a world of vacation destinations that are not exactly apples to apples comparisons for a multitude of reasons. Pricing, crowds, nature of the experience, etc., all vary dramatically, making head to head comparisons exceedingly difficult.
It’s entirely possible that Walt Disney World enjoys a similar level of goodwill as the Walt Disney Company as a whole. Given the prevalence of “Disney parks are overpriced, tourist traps” articles and sentiment in the mainstream, I find that a very difficult premise to accept.
Walt Disney World does enjoy its own unique reputation, earned from decades of its–and Disneyland’s–existence. The United States Disney parks are viewed as rite of passage vacation destinations where parents, even the most cynical and Disney-averse, take their children. Hugging Mickey Mouse (and capturing the photo to prove it!), getting that first flight on Dumbo, being tall enough to ride Space Mountain, etc., all are experiences that have become ingrained in our culture. Suffice to say, Walt Disney World is an American institution, and a place many people aspire to visit.
Among the general public–the ones who don’t read blogs like this–experiencing this cultural touchstone is important. In today’s strong economy, it’s also easier to justify. Sure, there will be sticker shock when seeing hotel prices, but they’ve heard brand advocates like us touting Walt Disney World for decades.
As a culturally-important, rite of passage vacation at a time when unemployment is at historic lows and they have record high confidence in the economy, Walt Disney World is very appealing for casual consumers. This is true even if the vacation costs $6,000 to $8,000 and requires going into a bit of debt to fund.
These first-time visitors who will spend big on their vacation, doing everything they can to ensure that their important trip lives up to expectations, are a lucrative audience for Disney. These guests generally don’t know hacks to save cut costs, and generally spend more money than regular guests. (Obviously, there are exceptions to every generalization–we know plenty of Annual Passholders who are merchandise-addicts.)
A compelling argument can be made (one that I’d agree with) that Walt Disney World is tailoring its business strategy towards one and done visitors, eager to score big financial results in the short term. Right now, it’s also quite conceivable that Walt Disney World is not particularly interested in loyal customers. It doesn’t need them to fill hotels, and doesn’t recognize their long-term value.
The first problem with this line of thinking is what happens when another recession hits or an event negatively impacting the tourism industry. Since 2000, this has occurred twice. Even if you think the fundamentals of our economy are sound (I don’t), it does not take a vivid imagination to envision a time in 5 years or less when things are not so rosy.
During both of the past recessions, Walt Disney World discounted heavily and was very much reliant on its ardent fans to pick up the slack. Following the last recession, the argument was made that Walt Disney World is ‘recession-proof’ in light of its healthy performance.
I’d retort that this misses the mark. Historically, Walt Disney World fans have had an ironclad passion/addiction that they would prioritize going to Disney over other discretionary expenditures. More casual middle class families with kids of the ‘right age’ would do likewise since the parks enjoyed such a strong rite of passage reputation. Sound promotional strategies plus these demographics meant that a recession was not enough to discourage robust attendance numbers.
This raises several questions. Are there still just as many fans with that ironclad passion today as there were a decade ago? If not, can those one-time fans be lured back with aggressive discounting? Is Walt Disney World raising new generations of fans in the same number as it raised my generation and those before mine? Does Walt Disney World’s longstanding institutional rite of passage reputation outweigh its newfound “Walt Disney World is a playground for the wealthy” reputation?
I don’t have the answers to any of these questions. I’m guessing Disney does not, either (if they’re questions even being asked within the company). While I can understand Disney’s eagerness to capitalize on short term trends, I’m weary of what some of the company’s decisions mean in the long term. There are obviously still a ton of things I love about Walt Disney World, and I’m incredibly enthusiastic about what’s on the horizon between now and 2021. I also have a bit of trepidation about pricing trends, and find myself a bit disenchanted with a business plan that, in my opinion, does not hold a whole lot of regard for loyal customers.
Planning a Walt Disney World trip? Learn about hotels on our Walt Disney World Hotels Reviews page. For where to eat, read our Walt Disney World Restaurant Reviews. To save money on tickets or determine which type to buy, read our Tips for Saving Money on Walt Disney World Tickets post. Our What to Pack for Disney Trips post takes a unique look at clever items to take. For what to do and when to do it, our Walt Disney World Ride Guides will help. For comprehensive advice, the best place to start is our Walt Disney World Trip Planning Guide for everything you need to know!
Your Thoughts
Has Walt Disney World lost some of the goodwill you once held for the parks? Do you agree or disagree with our analysis? Other thoughts on this topic? Any questions we can help you answer? Hearing feedback about your experiences is both interesting to us and helpful to other readers, so please share your thoughts below in the comments!
Any desire to update this in light of the latest earnings call with WDW profits down, despite price hikes at the parks that had driven record profits last year? A Disney travel agent said their bookings this summer are dead, and all the YouTubers I follow are blown away how quiet the parks are. I want Disney to come back to how it prioritized maintenance, cleanliness, and sprinkling magical encounters with guests. There used to be a Disney difference, and I hope it is restored.
https://www.frommers.com/blogs/arthur-frommer-online/blog_posts/disney-raises-prices-again-even-die-hard-fans-now-turning-against-poor-quality?fbclid=IwAR1-p5-wuN6R6s9j8GEXWF7Ao6PgOm3hMxN_Mt6v0VddjZXJTCIxXOw6hus
You’re not the only one to notice, but certainly one of the first. I think Epic Universe is going to be a rude wake-up call to Disney.
I agree. Even though it’s always crowded. It felt special and magical. Everything including the bathrooms were so clean. Cast members were helpful. There were shows, parades and fireworks. They’ve cut back on shows and parades. They just brought back fireworks in the summer. They didn’t have shows, parades or fireworks in April when I visited. But they charged more for ticket prices. Very unfair. They offered less and charged more. They could take a lesson from Universal in customer satisfaction. Usually Mardi Gras only runs from Feb to March, but I guess they noticed people were coming in for the food festival. So, they extended it twice. I usually miss Mardi Gras because it didn’t coincide with my son’s Easter vacation but I was finally able to go because they extended it. Very happy to cross that off my bucket list. The thing about Orlando, people will flock to the newest attractions. I have been going to Universal mostly for the wizarding world, the past 3 vacations. I went to Disney this year because it was my first time to Galaxy Edge. I am going to Disneyland next year to Avenger’s Campus. I will probably go back to Universal when the build the new huge park.
Tom, I would love an update to this article given the massive layoffs and lack of CMs and entertainment, soon reduced availability of DVC point usage, how you think this may shake out for WDW and DL.
On one hand, it’s very discouraging to have ticket prices elevated for a wayyyyyy reduced experience and no APs to soften the blow. On the other, I’m dying for an escape and do appreciate the efforts WDW seems to be making to keep guests in a safe and clean environment. I definitely am part of the “revenge travel” mindset you referenced in an earlier article.
If we didn’t have DVC points/trip that is a do or die coming up next month, I think we’d bail and postpone another two years. I keep flip flopping if my desire for a vacation and change of scenery is going to end in disappointment with long lines and no fireworks. The high price of tickets really leaves a sour taste in my mouth.
Just anecdotally though, we are APs of our local Six Flags in New England (MA,) and just received a Halloween offer that they said was a “screaming” deal. Um, I looked, and their prices are identical to last year. There is no deal on the APs or the dining plan (which we always get. As locals who can hit the park daily if we wanted, we get our money’s worth out of it.)
So, IDK, maybe Disney and Six Flags are both overshooting their expectations of demand, or maybe I need to get my butt over to UO and celebrate Grinchmas and temper my expectations for discounts.
Is this as good as the discounts will get? Room discounts are decent, and I totally appreciate the 30% off for APs for merchandise, but man, we’re still at double-digit unemployment and have cases surging BEFORE Thanksgiving and Christmas.
Saw Paris Disney is closing again today. You think WDW will have to close again? What a mess.
Okay, am rambling early in the morning. I love reading your thoughts and truly appreciate your words of caution trying to do ROTR and HS’s woes of crowds and lines. We love SDD, so IDK if I can blow off going to HS, but if we get the ROTR lottery, I’ll be happily shocked.
Disney jumping on the racist band wagon done it for me, this is a great country and it is NOT racist !
Show me white privilege? I have a lot of scars bad back, bad knees and debt to the bank I must have missed that boat!
So you sign Kapernack??? How much has he made? More than I ever will so you want to promote black and brown???
How about you promote all children!!!
Disney just helping on the basis of skin color is racism and those actions are what divide us.
Martin Luther King said he wanted them judge by their character not the color of our skin???
How do you do that with what you are doing???!
Like, What? Seriously, what?
I dont think hes wrong, Barb
Yikes
Luke I agree completely. We haven’t gone back and use um…alternative means to watch Disney shows now (Arrr, me harties!), including The Mandalorian and WandaVision (which blows). Walt would rain fire and fury on Disney corp for their nonsense virtue signalling going on today.
So, my history: When I was a child (in theory before I can remember, but I have memories that even my parents can’t remember…) my father was involved in construction at EPCOT. When I was <3 years old I was at WDW monthly.
My last family trip there before this year was 1991, I also went on a high school band trip around 1996-1997. Since then, most family vacations are hiking vacations to national parks or foreign national parks. (Sometimes state parks, such as half of this year's vacation time being in the Adirondacks.) I had always wanted a bit of a change of pace from the hiking though in order to return to Disney…
Between the 1991 trip and 1996 trip, I was diagnosed with Type I diabetes. For the 96-97 trip, I still had enough pancreatic functionality that controlling my condition wasn't much of a challenge at all. As I have aged, that has changed.
For my 40th birthday, my family returned to Disney for the first time in decades. We happened to have remaining days from old non-expiring passes, which meant we had to go to Guest Services on our first day in Orlando to sort out tickets.
On our first evening after landing, we needed to go to Disney Springs (see above). We found ourselves waiting 35 minutes for a bus that supposedly was arriving 5 minutes after we walked to the bus stop at All-Star Movies. On the way back, the first bus was full. All in all, for 40 minutes spent in Disney Springs, we spent 2 hours and 20 minutes either waiting for a bus or sitting on one.
On our first morning, my mother went to get the family caffeine. It turns out one of the Coke Zero taps had regular soda loaded into it. So our first morning, my diabetes control gets thrown way off. (I can normally tell the difference between diet and regular by taste, but that isn't reliable when I'm half asleep with critically low caffeine levels at 7 AM.) We reported it to a cast member that day.
The rest of the week – pretty bad lines for anything decent and crowding despite this supposedly being one of Disney's most off-peak weeks. My father found an "I'm done with Disney" article that roughly mirrors my feelings – Disney is building too many hotels and not enough parks/ride capacity.
On Friday, the usual morning routine started again. Mom gets the family caffeine, I'm barely awake, and the caffeine tastes sorta funny. We initially write it off as being coffee residue throwing off the taste, but an hour later it's clear – the cast member we reported the diet/regular mixup to on Sunday morning never routed it up the chain or someone up higher didn't bother to do anything. My bloodsugar levels were out of control until almost noon.
Which gets me to the lines and what I've read about the original Fastpass system vs. Fastpass "Plus" – FP+ requires you to make your choices 60 days in advance (a no-go if you've got an oddball issue with tickets requiring a trip to guest services at the beginning of your trip), and even if you do that – now you've had to plan out your entire vacation hour-by-hour 60 days in advance. Even if Disney's incompetence isn't laying traps for diabetics that completely screw up your daily schedule when you wake up by putting regular soda into the Coke Zero tap (delaying the start of your day by hours), who wants that kind of rigidity in a VACATION?
I'm not sure when, if ever, I'll return to Disney Orlando. At some point I do want to revisit Universal – I've heard many good things about how they run things vs. my family's experience with our first time returning to Disney in over 20 years.
I just completed a week long stay at Pop Century yesterday, and loved everything about it; the Skyliner, the pool, even the small room. I especially enjoyed the delicious pot roast at the food court. Ordered it three times.
As for goodwill, a beautifully wrapped gift of chocolates was delivered to our room, courtesy of the general manager, with a lovely thank you note attached. I sent an email thanking him for his thoughtfulness. Next day, I received a phone call thanking me for my thank you. (could have gone on like that forever).
Another example of Disney goodwill; right after my son passed away last fall, we stayed at Coronado Springs. The cast member at the front desk had two beautiful condolence floral arrangements sent to our rooms. These gestures show, not only the goodwill of the Disney Corp, but wonderful castmember goodwill as well.
Now the definition of bad will; Universal, that same week, I went to Guest relations for a disability pass. . The employee said she couldn’t legally ask what my disability was, but needed to know what my disability was to see if I qualified for a pass (???). After going back and forth with her, my niece, who works at Universal, stepped in. It was at that time I remembered the reason for the trip. It was the first anniversary of my son’s death, and my friends and family (bless their hearts) didn’t want me to spend it at home. And so came the silent tears.
The guest relations person, who had been staring at me from the beginning, immediately issued the disability pass. By then though, it kind of ruined the day for me, as I was physically and emotionally exhausted from the encounter.
That, people, is an example of bad will within a large corporation and how it affects their guests.
2 very good examples of goodwill / bad will towards customers.
I’m so sorry for your loss and glad you have other family members around you to try to help comfort you. As a mother of 2 boys myself I know I can’t even imagine the pain you’re in. My heart, hopes and prayers goes out to you. Stay strong.
Thank you MD. I don’t think anyone ever gets over the loss of a child, no matter the age of the child. I miss him every minute of every day. And yes, I am blessed to have good family and friends. This trip was like medicine for the soul. It helped me get through a very bad day. Again, thank you MD for your kind and thoughtful words.
I’m a huge WDW fan. We live in Canada so we couldnt go more often than once a year. We took vacations elsewhere too but, we went to WDW every year for approx a dozen years. Kids got older and husband got sick of it & eventually it was just me and my youngest going. About 6 years ago we got a great deal for the 2 of us for a week stay at pop century, a value resort, with park hopper plus passes and quick service dining plan included. It cost me just over $1300 US. And the dollar exchange rate was lower back then too. We were happy to book it. Had to buy our flights on top of that but, still very affordable vacation and left home with some extra spending money for some extras, souvenirs, some sit down dining experiences & Cirque du Soleil show, etc, in our pockets. We went and had a wonderful vacation. TODAY:. that same vacation “without even the free dining” will cost me over $3600 US to book!! For just room and tickets!! That’s a huge increase over 6 years and our exchange rate for US dollars is much more costly for us now too. We didn’t go last year, prices were just as high and they’re getting higher. Exchange rate is really bad for our dollar right now too which means we’re adding about 36% to that $3600 + with added cost of airfare & no free dining deal it means we won’t be going this year either. We did go to Disneyland California in mid September and stayed at an affordable & very nice hotel a short walk from the parks (2 blocks walk to parks entranceway – on nights I didn’t stay to watch at the park I could watch park fireworks from my hotel room window). There were many affordable restaurants within walking distance. The parks were not crowded. Most rides we waited only 10 – 30 minutes wait in line including Millinium Falcon ride which got to ride 4 times. Star Wars Galaxy’s Edge was really not very crowded at all while we were there. We had 4 day park hopper tickets with maxpass. Overall: Managed to ride all my favorites plus others a few times at Disneyland & California Adventure. The weather was beautiful. The staff was friendly. It’s different from WDW. It’s not as big. They don’t have everything WDW does. THEY DO HAVE a few things WDW Doesn’t have like Indiana Jones ride, the Matterhorn Bobsled ride, Guardians of the Galaxy Mission Breakout, and Monsters Inc. ride and a few others. The Haunted House was all redone up into a Jack Skellington & the Nightmare before Christmas style and it was fantastic!! Pirates of the Caribbean ride at Disneyland is longer & better in my opinion. So is Thunder Mountain Railway, seemed faster and longer. The River Raft ride in California Adventure seems faster & is more fun than the one at Animal Kingdoms & so is Space Mountain now that they’ve added in Star Wars effects. Pixar Pier is great with Incredicoaster being my new favorite rollercoaster. Cars Land is fantastic and I really enjoyed Radiator Springs ride. It’s nice that the 2 parks are right next to eachother and you can easily cross from one entranceway at Disneyland to the other entranceway at California Adventure park. We easily enjoyed both parks in one day. Was a wonderful time and more affordable trip altogether than heading to a stay at WDW right now. Probably will go back to Disneyland. Unfortunately we may have to save for some time or come across a great discount deal before we get back to WDW. We were fortunate to have missed the horrible fires they are dealing with in California right now and they do seem to be having increasingly dangerous fire breakout that they’re dealing with repeatedly each year in this California area. We are very sad for everyone affected by these fires and our prayers are with them.
The parking prices were bad, but the direction Disney went in the last few years is what sealed the deal for us. We won’t be coming back, especially not with children. Multiple groomer arrests at the parks and the openly wrong direction Disney execs have taken the company are causing the problems, not just the parking prices.