Disney typically raises its theme park prices each year, but this year’s price increase is hitting differently for the brand’s diehard fans. Multiday admission now starts at $447.70, increasing $12.87, and the ability to park hop during that timeframe now starts at $540.89, increasing $15.53. Disney is now giving its customers less and less for their money—something customers are beginning to catch on to.

Customers used to receive extra incentives for the exorbitated prices they paid, but Disney has started retracting huge segments of its core product (shuttle rides, parking, reservation systems, etc.), all without lowering its prices to correspond. Additionally, the park is yet to rehire many of the 32,000 employees it was forced to let go during the pandemic, despite park visitation returning to pre-pandemic levels. This has resulted in the elimination of nearly all street entertainment, and the utilization of many automated services.

Now that value has been stripped out of the equation of Disney vacation, even the most devoted fans are starting to turn on the company. And if Disney chases away its most loyal customers with high prices and low quality, the parkgoers who remain may not feel the same obligation to pretend the park is the “Happiest Place on Earth.”  (Frommer’s, 02.17.22)

Don’t let Disney’s pricing overshot happen to your attraction. H2R’s Predictive Pricing Research can help inform your future pricing considerations. Schedule a free consultation today or send us an email at info@h2rmarketresearch.com.

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