Disney Potentially Solves Two Problems With One Move


Walt Disney has been welcoming more and more guests back to its theme parks after the COVID-19 pandemic forced the company to temporarily shut its doors to visitors worldwide, costing billions in lost revenue. As it tries to get its financial footing back, Disney is testing a new feature at its theme park in Paris—premier access passes that allow guests to skip lines entirely.

This move has the potential to solve two problems simultaneously.

  1. Boosting revenue to pre-pandemic levels. At prices between roughly $9 and $18, these line-cutting passes could raise park revenue substantially.
  2. Reducing complaints of long wait times. Long wait times are one of the park’s biggest complaints. Eliminating wait times altogether for some would greatly combat this pain point.

However, rolling out these premier access passes are not without risks. It could alienate regular guests who are unwilling or unable to pay for the passes, or demand may be so high that not everyone who wants to buy one can. The passes could improve the experience for a few guests but make it worse for others. For this reason, the company is testing this feature at a select few parks before deciding on a company-wide implementation. (The Motley Fool, 07.17.21)

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