Disney boosts park perks to restore some loyalty magic amid price hikes and long lines
$500 park tickets… for a five-hour Splash Mountain line. Disney’s revamping its perks and reservation policies as Mickey lovers return to a packed Magic Kingdom. New sweeteners include free overnight parking for resort hotel guests and digital downloads of screaming ride pictures for Genie+ pass holders (no more sneaking a blurry pic on your phone). There are also changes to Disney’s controversial reservation system, which was introduced during the pandemic:
- In Florida: Walt Disney World Resort’s annual passholders can enter most parks at 2 p.m. without a reservation.
- In California: Disneyland visitors with park-hopper tickets can switch parks as early as 11 a.m.
- FYI: Disney’s parks and experiences biz makes up a third of its annual revenue.
Not-so-happiest place… Last year Disney’s parks biz exceeded prepandemic attendance levels and notched record sales after it hiked ticket prices twice. But the Mouse House has faced growing criticism for lofty prices and unusually long lines. Case in point: up to half of Disney World park guests splurged on its Genie+ line-skipping pass last year.
You can’t buy loyalty, but you can reward it… As prices pick up, Disney has to offer better perks to keep guests splurging on Cinderella Castle suites and $12 corn dogs. Fresh benefits (even small ones) could help customers justify extra time and money spent — and help companies keep them loyal.