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!
We have been going twice a year and will likely go twice a year regardless of pricing. Not because we are filthy rich, but because we love it and make it a priority over other things. I think Disney knows there are people like us, and they want to see how far they can push it. I don’t have a problem with increases in pricing because I assume they’re either generating revenue for new projects or saving $ to keep current things going. In either case, I support the company’s decision. I dont have a problem with cutbacks or changes because as a whole WDW is still better/unlike any other resort in the world. Everyone made about the parking will just have to wait until “Free Parking” becomes a package promo to divert people to staying certain times of the year like “Free Dining” did. They’ll flex it here and there like everything else. I’d be willing to bet everyone who compains about the increased costs will still go, even if they claim they are stopping on some social media platform.
Great post Tom. This is something I’ve been wondering about myself recently.
My wife and I have gone for Food & Wine each Fall for the last 6 years, but we’re taking this year off, and don’t currently have plans for the future either. Now, I do think and hope that we’ll go again sometime, but a combination of factors has at least made me pause before trying to plan a next visit.
First, as costs rise each year, it is harder and harder to choose going to Disney over other travel and vacation options. Not that it’s unaffordable now, but that it is just not as competitive price-wise to other potential trips. Second, and most sad for me, is that it did feel like our last couple visits didn’t have quite the same magical feeling that our first several did. I can’t quite pinpoint why this is; some other rude guests, the feeling that the parks were more and more crowded; overall there were just fewer moments were it felt like a special vacation, for reasons you and others have pointed out. It added up to me getting home and thinking, “I still love Disney, but I don’t feel like I need to go next year”.
I don’t think it would take too much to win me back; maybe some great discounts, or changes to improve cast member morale and the customer experience, but it does feel like an ok time for us to take a break from Disney. Which is a bummer. : (
My wife and I just returned for Disney last week. This was our first visit during spring break and it was an eye opener, compared to when we usually go in September. Main street and the area in front of the castle was a parking lot after 6:00pm. I considered the crowds to be heavy, but I hear that they get much heavier, which I cannot fathom anyone have a good time at that point.
As we were walking around, thinking about the amount of money families are spending on this insanity, we both came to the same conclusion that there will be a drop off of regular customers moving forward, especially with yearly ticket hikes, and the addition of parking fees.
Doing Disney on the “cheap” is becoming almost impossible for the average family which leaves few other options other than to reduce the number of trips. That is truly a shame. I could not tell you the number of tee shirts I saw that said “most expensive day ever” on them this trip. There is no doubt that the folks wearing them were hoping that Disney management saw and noted them.
A family of five, spending $6000 for a weeks vacation with most every standby line at greater than 60 minutes, with the top attractions being 180 minutes or longer, will surely add up to lots of frustration for all parties involved. Long lines and heavy crowds are much easier to tolerate when the cost if reasonable.
Heck, you can’t even watch the parades without standing behind roped off areas reserved for those that paid for those spots.
I love Disney and always will but I do feel that they are forgetting who their customers are and that they are the reason why Disney is what it is. This is price gouging as its finest. I often wonder what Walt is thinking watching the money grab that seems to be the normal operating procedures these days.
Great, thought-provoking article.
I’m curious to hear your thoughts on current fan goodwill towards Disneyland. Is this park experiencing anything similar to the declines in service and/or nickel-and-diming as WDW?
I had already penciled in a WDW trip for spring 2020 (we go about every 3 years). Given recent trends, I’m considering Disneyland instead for this trip, despite a longer and more expensive flight (we live near Boston). Or maybe even Disneyland Paris (my husband is British, so this would be a viable side-trip while visiting his family in the UK).
In the meantime, I’ll be keeping a close eye on how things shake out in Orlando over the next year or so. . .
But how do they reduce crowds without raising prices? The complaints about the crowds are pervasive (perhaps more so at DLR, but still true for WDW). When there’s too much demand – so much that people regularly say they aren’t enjoying their expensive vacations – perhaps Disney is trying to strike a balance, encouraging people to come for a few better park days rather than an overcrowded week or more. Maybe they’ve missed the mark, but I think there’s more at play here than an evil scheme to nickel and dime customers.
With everything they are building and all the festivals they are adding, it doesn’t seem like reducing crowds is much of a concern. If it were, they could just reduce the number of people they allow in. All accounts of the holiday parties last year indicated that they let more people in than before and they were packed. They say the seasonal price increases are to redistribute crowds. That seems to have worked, but now it is always crowded. If WDW doesn’t want that there is an easy fix. But they aren’t going to turn away money.
They also don’t run at full capacity, they allow lines to build and then they can’t recover. They are pumping out huge profits and I can’t imagine it would break the bank to run more attractions at full capacity . Josh at easywdw had some good insight about that.
Good point. You’re right. I read that too.
It’s quite easy to reduce crowds without raising prices. You simply limit the number of tickets per day and don’t raise the prices. Not that Disney would ever do that, and, arguably, that doesn’t make economic sense from a purely capitalist viewpoint.
Just returned from Disney day before yesterday. Prices sure are outrageous. I have never stayed on the lot as my mindset is ” cheap, cheap, cheap!! I travel alone and eat reasonably while I am there. Disney needs to take people’s reaction to heat. Families are what they are all about. Someone traveling with kids can’t spend these outrageous amounts of money. Now they are involved with a new star wars project that is estimated to cost $1 billion $. WOW!!! I’m sure it will be great but WE have to pay for it. Yep years ago I took a backstage tour, I think it was $250.00. it started at 9, ended at 4 and they took you in a bus with 2 guides and lunch was included. At 4 when you were dropped off at Epcot no entry to any park was given to you so there you were with part of the day left and nothing to do!!! MY particular complaint was they allowed no photos. Hope someone from Disney reads what everyone here and other places is saying!!!!
As a widow, and frequent visitor to Disney, I won’t be going back. There are two reasons for this. First off, the price increases have almost to put an annual pass out of my reach. Secondly, as a medical cannabis patient myself, with a son, son-in-law, and Grandson also on medication, I find that not being allowed to bring my medicine with me in pill form to be consumed as any other pain medication makes it inconvenient at best for me to visit the park. I know there are people who have chosen to bring their medical cannabis into the park in defiance of the rules, but I’m not going to do that. Not allowing children with seizure disorders, as well as other patients who need this medication to function, to come into the park with their medication and enjoy their visit is discriminatory. They never said I couldn’t bring my Xanax in the park, or my Vicodin, or any of the other number of meds I used to be on. Their lack of compassion pushed me over the edge. I will not be spending money at their park or on their company again. As someone who has visited the park for over 40 years now, I can say with certainty WDW is not what it used to be.
I travel from the UK, and have been lucky enough to visit WDW 12 times in 30 years (plus a trip to DLP and 6 to DLP!)…
Sadly, the last time I was there a year ago, when it was just my wife and I, I found Myself saying “if it wasn’t for all the memories, I’m not sure I’d be enjoying this – or want to do this again”.
Why? Because as commercial as it has always been, now I feel like I’m being stripped of all my assets – previously it was worth it, but now, with so many changes and money-grabbing techniques, I’m not sure it is any more.
Each trip costs me between £6,000 & £12,000 ($8 – 16,000), dependent on whether the ‘kids’ are with us – and that is using one of the Disney Springs ‘partner’ hotels – a Disney property one would add another 25%+ for us.
We are hoping to visit again in 2019, but are now looking a little further out for accommodation, and considering using Uber for getting around, as that would be cheaper than the cost of car hire and all the parking fees. I fear the UK market is being priced-out of these trips.
It breaks my heart when people approach me for advice on how to ‘do WDW’, and they have saved hard to get there family to a cheap hotel in Kissimmee, only to realise they then need to budget around £100 ($130) per person per day for park tickets, parking fees, strollers, food, drink, merchandise etc. Sadly I know of at least 6 families that have explored the idea, only to realise they would be bankrupting themselves.
I can’t believe that this is what Walt envisaged…
Yes, they are destroying goodwill among less profitable customers.
Will it matter in the long run: Hard to say for sure, probably not.
I have several observations about these changes that seem to be stirring up quite a lot of chatter. First, they are trying to get rid of less profitable customers. If you go several times a year, you are probably a fairly expensive customer to service compared to the more casual visitor. You know the system and how to work it to your maximum advantage at the least cost to your wallet. You book reservations on spec waiting to modify them when you know discounts are likely to be released, thus clogging up the system. You know what FP+ are worthwhile to book and thus don’t get suckered into accepting one for Figment instead of Test Track. And you know how to keep hitting refresh until you can snatch something you want. If you use the Dining Plan, you likely have “done the math” on how best to manipulate it so that you’re maximizing the value of what you’re eating — this is why it’s gone up in price to the point where it’s almost universally a terrible value. And if you’re not on DDP you are getting passholder discounts or TiW discounts. Another thing you do is book up all the good restaurant reservations six months in advance which makes it terribly hard for the casual visitor to get in the door of the “must do” places, thus degrading the potential experience of a more profitable customer. If you have a car during your visit you’re going to get groceries and have breakfast in your room, snacks in your bag, and spend less on site. Having a car also lets you shop for merch at the outlets and WORST OF ALL leave to do things elsewhere, adding traffic to the internal road network. This means you are taking up space in a Disney hotel room without giving them the daily revenue they think they should be getting out of you on top of the room rate. THEY HATE NOTHING MORE THAN LEAVING MONEY ON THE TABLE. And that’s what you represent. You are no longer an easy mark and they would really like to break up with you unless you’re going to PAY UP. The regulars have been conditioned to behaviors that not only cost Disney potential revenue, but worse, impair the potential enjoyment of the first time visitor who cannot get access to sought after dining reservations, good FP+, and have to pay rack rate because that’s all that’s left. A lot of people are one and done because they go and have a not so magical time. So the fact that the frequent visitors are up in arms over what they perceive (I think rightly) as an increasingly worse value proposition is actually a good sign to Disney. They are betting that if the economy goes south and travel takes a hit, all they have to do is troll their database and target you with just the right discount package and enough of you will snap it up that they’ll be ok. In the meantime it’s leave no wallet un-emptied, no penny un-snatched, no credit limit available.
Parking fees and resort fees are horrible money grabs. Outside of a dense urban area where all parking is in a garage there is simply zero excuse for self-parking fees. If you’re going to charge me to park in an asphalt wasteland, you’d damn well better be doing it 100% valet. Resort fees exist to manipulate online search rankings and keep more of each dollar from the high hotel taxes in many places. They are a DEEPLY SHADY business practice that deserve to be put under a vigorous regulatory hammer. Tom is right that FTC should be all over this.
Big Data is only going to make things worse. Look at how the airlines operate now. It’s all a huge money grab and a big FU to all but the very highest spenders. Spend $60,000 a year on United or American and they will do just about anything for you. Below those customers who actually matter are a vast group of “Frequent Flyers” who fly a lot and fancy themselves important customers but who are not because they aren’t that profitable. These people constantly decry degradation of perks, services, and benefits that they used to get while they were able to obsessively game the system. There are a lot of WDW frequent flyers who think they are important, but really they are not. Fly once or twice a year and you will be treated with indifference at best while they try to upcharge you for seat upgrades, buy on board, baggage allowances, seat selection, etc. Then they will try to entice you to sign up for their licensed credit card to accumulate worthless miles they will never allow you to redeem at good value — all while collecting enormous amounts of data about you. Disney has a profile on each and every one of us who has stayed on property, downloaded the app, bought an annual pass, taken a cruise, or signed up for their credit card. With the magic bands they are also able to follow your movements throughout their property. The ability to utilize this data in order to further maximize revenue is enormous and they have barely scratched the surface. There will come a day when all special offers are made on an individual basis — and it won’t be to provide you with savings, it’ll be based on matching your estimated profit potential to available inventory they are trying to push. This is the nightmare future in more places than just WDW.
Now, I am not a Disney park regular. I’ve been to Florida a couple of times, once in the good old days, once more recently. Went to CA as a kid, and I’ve been to the one in Paris because what they hell, I was there. I lenjoy a theme park every now and then and I’m sort of fascinated by the way in which Disney manipulates things. I am also at an age where my peer group are the sweet spot for taking their families. I have to say, my default recommendation is to avoid Florida. It’s just insane the amount of work it takes to get the most out of it. Disneyland in California is probably ok for those to whom it’s convenient. A long weekend and you can say you did it. But in all seriousness, I tell anyone who’ll listen that they should go to France. Smokers aside, it’s a much more pleasant experience, you can just show up, and it makes a great start or finish to a more interesting experience of touring France or other parts of Europe to widen the horizons of the kids — way better than the laughable World Showcase at Epcot. There’s a lot of interesting things in Paris for a family — and if you don’t want to stick around Paris, take the train from Disneyland direct to London where you can also go on Harry Potter tours! It costs the same amount of money to go to Europe as it does to go to Florida for a 10-14 day trip with a family staying at a deluxe or moderate on property. And if you can use the Disney transportation system, you will be just fine on the Metro. I dare say that with the right airfare sale from the west coast, the Asian parks might well be a better value than Florida too.
Shop around, people, shop around. They don’t want to see you for a while.
The cost of Disney vs other vacations is all too real and impacts our travel plans. My family’s week in Rome over Christmas was cheaper than our upcoming week in WDW will be.
We had a stretch (2009 – 2015) where we were at a Disney park every year (generally rotating WDW and DL, some years both), but this upcoming trip is the first to WDW in 3 years (with only one DL runDisney event where we stayed offsite and didn’t hit the parks in the interim). We stay deluxe, eat on property (but no dinning plan), and buy merch, but the cost is too high compared to alternatives. Instead we’ve been to Alaska, Rome, NYC, Memphis. Even looking at this summer’s trip, I’m struggling to stay excited knowing that for a similar cost we could have gone to Paris.
My family and I are incredibly luckily that we have been repeat visitors to WDW from the UK since 1989. We have been more times than any of us can count, although in one expired 10 year passport I had 14 Orlando entrance stamps.
While there have been incredible changes for the better, so many things seem to have deteriorated.
My fathers favorite phrases is – ‘cutbacks!’.
If a show was 10 minutes shorter – cutbacks. A ride has been shut down and nothing replacing it (except inevitably a shop) – cutbacks.
Don’t get me wrong, we will probably all be coming for years to come.
But, I have also been to Disneyland twice. I felt so… welcome, so cared about. They say the park gives you a hug – I felt it.
At WDW I sometimes felt like just another number through the gate.
This is nothing against the CM’s, we encountered some truly wonderful ones one our last two trips (August/Sept & December last year), but I really felt sometimes I was just a contributor to the bottom line.
Admittedly this is the last thing I think when I am watching Happily Ever After (I’m not crying, you’re crying), or seeing my niece meet Elsa, or getting an amazing encounter with Aurora, giggling like 10 years old with my sister on the teacups.
But don’t discount me Disney.
I am the person who has already planned their vacation to be there on the 50th, I want to keep experiencing moments with my niece & nephew which cannot be replicated outside of the parks.
But please, I beg, don’t treat us and passholders, like we don’t matter.
First timers (potential one and done’s) may throw their life savings your way, but so have we. Countless times.
We also were first timers in 1989, not sure if we would ever have a trip to Florida again. Now its our 2nd home, and we barely go a day without ‘oh I could sit in the Tiki Room right now’ or ‘remember how happy we were that Hunchback was in HEA?’, or sending a picture of a boring lunch asking why its not a carrot cake cookie.
If you want me, I’ll be there…but it sometimes feels like you’re not really sure if you want me. But I do still love you.
Emotional drama, out. 🙂
(Great, succint post – couldn’t have said it better myself)
As a big Disney fan from Ireland, we don’t get visiting very often but in the ten years since our first visit we can see how prices have been hiked up to ridiculous levels! I understand that ticket prices are increased to a degree to keep park numbers in check (no one wants to arrive and be told sorry parks full!) and if day tickets were still $75/80 I think that could happen. However with the yearly rate hikes I can definitely see a time very soon were it will be out of our price range and we will have to stop going â˜¹ï¸ Especially as car parking charges at parks keeps going up and up too! THEN they announce they will charge for car parking at Disney hotels!!?? It’s a joke and does seem to be a money grab, especially when you see the price per night to start with, we are heading to Orlando this Dec have booked into a hotel beside Disney with transport to the parks free breakfast and free parking for £400 for a week! I think a lot more people will be looking at “off” site locations in future…. at least Disney Springs is free parking for now….. I really see a lack of customer care from Disney towards us, it just seems that they are pushing prices up nearly like a game of risk to see at what point people do actually say no. I am actually dreading Star Wars being completed in Hollywood Studios (big fan of Star Wars and Marvels too) because I think they will use that to increase prices even more simply because they know fans of the franchise will come no matter the price. I have a colleague who is already saving to come when the hotel opens!
I believe Disney has put the frequent Disney guest in the back seat.
I think Disney has put different type Guests in spending categories and they have one thing in mind maximize profits period!
That’s fine but Disney world is much more than raising the price of something you purchase like a iPhone!!
WDW is and experience that is like no other business in my opinion. I used to get goosebumps when first seeing the castle going down Main Street when returning as a kid! It’s an experience that is hard to explain to a corporate executive in a corner office. But Disney has always went above and beyond in every way from cleanliness to guest satisfaction and everything in between. And until the last 4-5 years I felt like it was not over priced for what I was spending. I was paying extra compared to others for Disney and happy to pay it!
There is a long list of changes not just related to prices that Disney has changed over the last 2-3 years that I feel it is not worth the price and the magic in my eyes has faded which I hate!
Being a DVC owner starting in 2001 at WL then added SS.
I have now sold both timeshares and have stopped going to Disney.
The question is how many more feel as I do and are going to other places for vacation?
It’s a matter of time till recession hits again and the economy with put a squeeze on vacations. Do the people like me that went 2-4 times a year return in the future when Disney pulls the big discounts back out? If not they are in trouble!
In my case when I see dirty bathrooms in Tomorrowland to the point I had to take a picture and post it.
Which I have not encountered to this level before. I am not getting the Disney experience of the past. I am getting a less quality experience and paying more for it! When they cut staff and raise prices I don’t see how they can keep the same experience. I guess if you have not been going for 30 year you might not notice my points because it’s new.
Disney is banking on people returning no matter what they do as long as it is done in small increments. Before you know it you will look around and the experience has changed and cost way more than it did before. But at some point the fond memories fade and people will go else where.
For me I have now changed my vacation habits and not looking back.
Like others I am sure I will be back to see Star Wars land at some point and will be about it for me. I will not be returning 2-4 time a year to Disney as I did for well over 20 years strait.
I truly hate the path Disney is going down. I am afraid if they continue down the rabbit hole they will alienate the people that truly love Disney World like myself.
I live near Disneyland, and I work with many who have had annual passes for their families for years (including me). At lunch the other day, the recent price increases for an annual pass were a hot topic. About half of us had decided not to renew, because the price increase was just too much. I am positive that Disney wants this result to cut down on pass holders. It does seem, however, that they risk the loyalty of the next generation.
My reason for not renewing is (1) too much construction walls, (2) one year at a time was enough, (3) parking got horrendous with the time to park and reach the gate is 1 hour. So the AP price wasn’t the deal killer. I just had my fill and willing to wait until after Star Wars Land and the parking structure is completed. I will buy another pass in 2 years possibly.
Did you write this article before? It’s like deja vu. I must have read it before. Parking fees isn’t the really the deal breaker especially with Magical Express. So nothing will happen.
Not everyone flies to FL
Thank you this thought provoking article. I an a yearly DVC visitor who is getting very tired of price increases. We are used to the tickets going up at least once a year. It is especially frustrating at Disneyland where you do not get near the value that you do for your money at WDW. Small price changes add up. Paying for parking, higher prices for food and lower quality, and higher prices on parties are much harder for me to handle. I believe Disney is not giving me the chance to raise a new generation in the Park. My grandchildren won’t be raised with the parks because I can no longer bring them once or twice as we did. We often now use are DVC points to stay, while only going one or 2 days. There are plenty of other things to enjoy on property. I’m a hardcore Disney fan who is becoming hardcore about the money I am giving them.
I have thought for a long time that WDW is no longer interested in loyal customers, mainly because they don’t have to be. Some of the magic has been lost as cast members become more and more disgruntled, but it doesn’t effect WDW enough as a company for them to do anything about it. Loyal fans are outraged as prices keep increasing and new add ons get, well, added on. I haven’t reached my breaking point yet, probably because I’m also excited to see what’s on the horizon. It’s just sad that I now look forward to what amazing technology comes after Flight of Passage much more than I look for magical moments that are a lot harder to find now. It’s just a business with cool stuff now; it’s not my “happy place” anymore. It’s not the end of the world, but it is the end of an era.
Agree completely in your statement: “ it’s just a business with cool stuff now; it’s not my happy place anymore “ thanks
I consider myself a loyal Disney and WDW fan. But, I too was rattled by the parking fee announcement. We can afford to pay a daily parking fee- and do so regularly with no qualms when we travel. However- why have tiered pricing? Is a parking space at a Deluxe resort more valuable than one at a Value resort? As you have said in previous posts- Florida has lots of land – we aren’t in New York City! I think a reasonable flat Disney parking rate at ALL resorts/parks would feel more fair.
Agree 100% with these comments
Makes me so sad to watch what they have done- outpriced the average American family.
Would Walt Disney have wanted this- I sincerely doubt it.
I have been there 4 times in the past 3 years but will not visit again.
With attendance increases and general population increases, they might be okay with a smaller % of people coming to the parks (if those people are spending more per capita).
I’m not sure “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. ” is as true anymore. We are obviously big fans of the Disney parks and have gone many times. but we have many friends with kids similar ages to our daughter who have never been. Among our friends, there are a couple big fans, a couple one-and-done’s, and a surprising (to me) number of have-no-interests. One friend was in Orlando for a wedding and they were going to go to WDW (they have never been), but decided to skip it for a day at the beach instead. They have heard us “evangelize” abotu Disney a lot, but at the price for a 1-day trip, I can’t say I blame them.
I’m not happy with the obvious price gouging, up-sells, reductions in services and amenities and the decline of Disney excellence all around. It seems that the entire focus of the company is centered exclusively on charging more and giving less.
The industrial remodel at Pop Century finally put me over the edge. It was obvious to me that the room was designed not for comfort but to reduce the time needed for housekeeping, which in and of itself is either absent or unsatisfactory. Bus transportation was a complete mess with more than one bus driver YELLING at people and threatening not to leave unless more people crammed on an uncomfortably full bus.
Now we also have “Security Theater” room checks where housekeeping POUNDS on the door until you let them in to “inspect” the room. You are REQUIRED to open the door upon demand. As a frequent solo female traveler this is completely unacceptable and it’s only a matter of time before someone forces their way into a room POSING as a housekeeping staff member doing these room checks.
The handwriting is on the wall and I can read it loud and clear… Disney no longer cares about the guest, it only cares about how much money they can make from them and how little they need to invest in the effort to get that money.
To that end I have decided to stay off site. Yes, I will lose access to the ever-shrinking Extra Magic Hours and my Annual Pass will only allow for 30-day Fast Pass reservation. What I am getting in return is reasonable pricing, the luxury of larger room size, nicer amenities, Free hot breakfast and Happy Hour, free parking, and NO RESORT FEES.
With the money I am saving by staying off site, every 3rd day is free when compared to staying at a Disney resort. Think about that for a minute.
I have written to Disney’s Guest Services informing them of my displeasure at all the negative things happening at the parks and resorts. [email protected]
I let them know that they have lost a loyal resort guest with over 30 stays on Disney property. I understand that despite the “approved company responses” the CM calling about my letter communicated to me, Disney really doesn’t care.
It’s sad when you see a company like Disney lose its focus, turn away from its core values and only care about pumping up the stock price. All this is coming at the expense of their greatest asset, which is the Disney Consumer.
Disney is trading on its reputation for excellence and it will not go unnoticed. People will eventually decide NOT to pay “Disney Prices” for the “6 Flags” experience. So far under the current management I don’t see a way out of this mentality. When you comprehend all that Disney was and you see that experience decline before your very eyes it is a sad day indeed.
Well said, Joanie.
An excellent comment Joanie.
I agree with so much.
We have stayed offsite for many many years, and apart from potentially one night at the Grand as a ‘treat’ in the future, we have zero interest in ever doing it going forward.