After an unflattering post yesterday that a Disney vacation is not affordable for many, Disney offered a reaction that may leave many wondering if Disney is out of touch with their target audience.
Too Expensive
Yesterday, February 9th, a post in the Wall Street Journal shined an unflattering light on the Walt Disney Company. “Some inside Disney worry that the company has become addicted to price hikes and has reached the limits of what middle-class Americans can afford”.
Along with the higher prices, we shared the many perks that are still missing at Disney Parks. Read more about this HERE.
You, our readers, read this and responded a resounding “YES” that the price hikes at the Disney Parks are too much for the average family. Many of you responded that as loyal Disney fans for decades, for the first time, you are looking elsewhere beyond Disney Parks.
Disney Reacts
As Disney fans, it would be nice to feel as though the Walt Disney Company hears our concerns. Instead, Disney responded in a way that makes us wonder if they even understand their target audience.
“We know our parks create life-long memories for families and we’ve worked hard to make a Disney vacation accessible to guests of all income levels,” Hugh Johnston, Chief Financial Officer, said.
Johnston states, “With strong guests satisfaction scores and intent-to-visit ratings, our parks remain the most popular offering in the industry.”
Exceptional Offers?
Disney chose to post all of the current “offers” that will help to make a Disney vacation a reality “whatever their budget.” For example, Walt Disney World offers the Discover Disney ticket offer for Florida residents, free dining plan vacation packages, and free water park admission for Disney Resort guests, along with a variety of resort hotel offers.
In response to yesterday’s post, Josh D’Amaro, Chairman of Disney Experiences, said, “We also know that, in inflammatory times, it’s especially important to give families ways to save on their visits.”
At Disneyland, they offer the Kid’s Special Ticket Offer, a Southern California Resident Ticket offer, and early 2025 hotel offers. Get full details on these HERE. Many of the best ticket offers are reserved only for in-state residents in Florida and California.
It feels as though the Walt Disney Company is still not hearing the concerns of those who were their loyal guests returning year after year. Yes, they offer promotions, but even with these promotions, the overall cost continues to increase year after year, which troubles many Disney fans.
What do you think of Disney’s response? Do you think the current promotions really make a Disney vacation affordable “whatever their budget”? Share your thoughts with us and share this news with your Disney pals.
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Marcy
Tuesday 11th of February 2025
We purchased DVC so we could visit DW more often. But even not specifically putting out money for our room it is even more money than when had to pay for room too. Tickets, food and if you don’t pay for LL at specific parks it isn’t worth your time to stand in lines ALL day and get on very few rides! At that point it no longer makes sense to visit the parks! We have have cut our visits to less than half what we used to do and will probably cut it more. Especially with rides down all the time and many closed for refurnishing.
Stacey L Martella-Ferris
Monday 10th of February 2025
Disney does not care that middle class families can't afford it anymore. They care that there's so upper class families that can, and they will spend money. So as long as they're still raking in profits, they do not care! People need to NOT buy those lightning lanes and all of the other extra costs. Show them with your dollars, NOT being spent at Disney.
RandyC
Monday 10th of February 2025
This is an easy one. Yes, prices for a family vacation to WDW and DL are too high for most families and yes, Disney is out of touch with the typical Guest. Disney's foray into adding Woke politics into all that they do and create proved how out of touch they are with the typical American family. Who wants their children and grandchildren exposed to that stuff? This has proven to be a huge strategic blunder for Disney and Bob Iger. Maybe the new CEO can get Disney back into family entertainment.
Nick
Monday 10th of February 2025
@RandyC, where was politics brought into this by anyone but you? This is about price, which is the actual problem, not your "woke" boogeyman.
Jim
Monday 10th of February 2025
We have always enjoyed our trips to both WDW (more often) and to Disneyland. We are DVC members so that helps to reduce our rooming costs. I think where Disney is off the mark is when they charge so much for a night event (more that just getting into to park) but then they lost me with charging exra for Lightning lanes, etc. I remember while not always super easy, getting Fast Passes for free enabled us to ride many rides without the huge wait time. Ticket prices have gone up, yes; but adding on these types of extras for Lightning Lane to avoid a 60 minute plus wait, especially with younger kids, this is where they price themselves out of the family budgets. My wife likes going to the resorts, but shared she could care less about going into a park ever again.
Marcy
Tuesday 11th of February 2025
@Jim, Totally agree! Especially expensive for family of 5 with younger kids and standing in lines. In addition they are now charging a premium to DVC members to go into lounge etc.
Karen
Monday 10th of February 2025
We have a trip planned for March, but sadly, I feel like it may be our last for a while. We have been a regular yearly visitor for about the last 40 years. Some years we visited 2-3 times and a few years we were passholders. This year our park tickets for 4 days are way over $600 per person. We have to fly in because we live too far to drive (Minnesota). We are staying on property because we like the theming but are at a value resort. I am sick of seeing deals only available for Florida residents. How about a deal for those of us who are loyal visitors and drop a lot of money to make a trip happen.
Nick
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