Disney theme parks ‘addicted to price hikes’ as visits become unaffordable: report

Disney theme parks ‘addicted to price hikes’ as visits become unaffordable: report

Officials at the Walt Disney Company who work in pricing for its theme parks admit that the experience has become unaffordable for many average Americans as executives at the Mouse House have grown “addicted to price hikes,” according to a report.

Yvonne Kindell had dreamed of taking her family to Walt Disney World for years, but when she finally made it happen this past November, she felt less like a guest in a fairy tale and more like a character in a financial horror story.

The price tag on a two-day adventure for herself, her husband and two kids topped $3,000 — not including airfare and lodging, which her parents covered, The Wall Street Journal reported.

Guests do some sightseeing at Disney Springs, an outdoor shopping and entertainment complex, at the Walt Disney World Resort in Lake Buena Vista, Fla. on April 2, 2023. Ronaldo Silva/NurPhoto/Shutterstock

“The whole time, I was thinking about how much we were spending,” Kindell, a bank compliance officer from Bear, Del., told the Journal.

Two days of park tickets totaled $1,123, line-skipping passes an additional $208, a meal with costumed characters another $219 and two Mickey Mouse bubble wands added $60.68 to the bill.

For Kindell, this would be a one-time trip: “I won’t be going back,” she said.

A one-day ticket to Disneyland broke the $200 mark for the first time in October, now peaking at $206.

The once-free FastPass system has been replaced by Lightning Lane tiers, with the priciest version costing $449 per person per day.

Without it, visitors can expect to wait over an hour for popular rides — time that could have been spent enjoying the magic, instead of standing in line.

Disney theme parks have become increasingly cost prohibitive for a larger swath of middle class Americans. The image above shows the Slinky Dog Dash roller coaster ride in Toy Story Land at Walt Disney World near Orlando on Dec. 13, 2020. Joni – stock.adobe.com

In response, attendance at Disney parks has slowed, and internal surveys indicate fewer guests plan to return.

Doug Damoth, a Disney enthusiast from Brooklyn, has been visiting Disney World since 1992 and once made it a regular family tradition. But now, he is rethinking future visits.

“It used to feel like a special experience,” Damoth told the Journal. “Now it just feels like they’re nickel-and-diming people at every turn.”

Inside Disney, some worry that the company has become hooked on price increases, potentially alienating its most loyal customers, the Journal reported.

Theme parks accounted for 70% of Disney’s operating income in 2023, a sharp rise from 41% in 2019.

Guests pass by Tiana’s Bayou Adventure — the reimagined former Splash Mountain ride in the Magic Kingdom at Walt Disney World on May 23, 2024. TNS

But in the last quarter of 2024, attendance declined 2%, and operating income dropped 5%, partly due to hurricane-related closures at Walt Disney World.

For a family of four, a typical four-day visit with a stay at a budget Disney hotel cost $4,266 in 2024 — up from $3,230 five years earlier.

Nearly 80% of the increase came from new charges for services that were once complimentary, according to data from traveling planning service Touring Plans, which specializes in helping guests craft itinerary during their stays at theme parks such as Disney World, Disneyland and Universal Studios.

Disney, however, insists that more affordable options exist, arguing that a similar trip could cost as little as $3,026.

Having a meal with costumed characters at Disney could end up setting guests back more than $200. The image above shows a Disney “cast member” as Cinderella. TNS

Disney CEO Bob Iger, who returned to helm the company in 2022, has attempted to soften the impact of rising prices, reinstating free overnight parking at Disney World resorts and adding ticket discounts.

Tourism experts warn that Disney’s continued price hikes could have long-term consequences.

“They’re playing with fire,” Len Testa, founder of Touring Plans, told The Journal.

“Once families decide to replace their Disney vacations with something else, it’s hard to get them back.”

Theme park rivals like Universal Studios have been stepping up their game, with more affordable ticketing options and new attractions designed to lure visitors away from Disney’s enchanted kingdom.

Even cruises and national park trips have become more appealing to cost-conscious travelers.

Disney conducted internal surveys showing that a growing number of visitors to its theme park said they don’t plan on returning. Shawn.ccf – stock.adobe.com

A recent survey conducted by Harris Poll found that 74% of respondents believe experiences like cruises, amusement parks and Disney vacations have become financially out of reach.

Among those who reported cutting back on Disney vacations, the biggest reason was cost — 59% said Disney had simply become too expensive.

Disney, however, remains confident that its parks still provide value.

“The number-one thing we hear from the millions of guests who visit our parks each year is how much a Disney vacation means to them,” Josh D’Amaro, chairman of Disney’s Experiences division, in a written statement to the Journal.

“We intentionally offer a wide variety of ticket, hotel, and dining options to welcome as many families as possible, whatever their budget.”

Disney CEO Bob Iger returned to lead the company in 2022. He rolled back some of the fees associated with parking and has introduced discount offers. Getty Images for Vox Media

Dan McCarty, a former Disney Vacation Club member, decided to forgo his annual Disney trip in favor of a European vacation.

“The cost value is just out of order,” he told the Journal.

“For what we used to spend at Disney, we got three weeks in the Netherlands instead.”

The Post has sought comment from Disney.

decioalmeida

Leave a Reply

Your email address will not be published. Required fields are marked *