Disney ticket prices increased on Sunday, as you’ve probably heard by now. In recent years this has happened in August, but Disney has opted to increase them two months early. Last August I covered the price increase by comparing price increases for 10 years to inflation over the same 10 years.
The single day Walt Disney World ticket with no options has increased from $82.00 to $85.00, a 3.6% increase. This is the increase most news outlets usually quote, and it’s slightly smaller than last year’s 3.8% increase. More disturbing this year is the multi-day pass increases. A seven day adult base ticket, for example, has increased 8.1% to $267.00. The seven day base ticket last August only increased 4.2%. The percent increase for this ticket has nearly doubled. An Annual Pass’ percent increase has also doubled from 2.0% to 4.0% ($499.00 to $519.00). While most will simply quote the one day pass increase and move on, Disney is increasing the prices of its multi-day passes at a higher rate.
The 8% price increase for a seven-day ticket is baffling to me. This is nowhere near an increase just to cover inflation and implies that guests should be getting more for their money. The Fantasyland expansion is underway, but none of these attractions are scheduled to open until late 2012. By then we will most likely see another price increase. Where exactly in the Disney Parks is the guest getting a better experience today as the price increases? Star Tours is one example of an improved experience, but that’s one attraction in one of the four parks. Meanwhile, there are no major changes going on in Epcot nor Animal Kingdom. Attractions such as the Imagination Pavilion continue to flounder.
Instead of giving consumers more reasons to visit Walt Disney World, Disney hopes this increase in price will be what the Parks and Resorts division needs to show an increasing profit margin. Honestly, this seems to be the same old story with Disney lately. Disney is depending on consumers to come to the Parks and Resorts just on its brand reputation. This reputation, to the average person, is strong. Dig a little deeper, however, and this reputation is starting to be challenged. Universal is pulling guests in like never before with its Wizarding World of Harry Potter. While Disney believes that the Fantasyland Expansion is an appropriate response, it’s not quite on the same level.
To me Disney is saying “NBD” (no big deal) with these price increases. They think guests will happily pay anyway. I think, however, these price increases will do more harm than good. Potential guests who are already struggling to make ends meet may shy away from a vacation at Walt Disney World when a week’s worth of tickets alone are 8% more. Factor in soaring gasoline prices which affect airfare or traveling by car, the eventual hotel price increases, and dining price changes and making that trip to Walt Disney World is not looking like a great value.
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