The Wall Street Journal has published an article which examines the fear that Disney vacations are now out-priced for many families due to rising costs — an issue that some in the company are concerned about.
Costs
According to the WSJ, “Disney said that its theme parks are within financial reach for middle-class families and that it offers a range of price offerings for different products, as well as year-round promotions, to keep it that way.”
However, taking into account the various costs outside of a vacation package, the total amount needed to pay for a Disney vacation is reaching the limit of what many middle-class families can afford. Per the article, a 2024 vacation package for a family consisting of two adults and two children averaged at about $4,266. This being for a four day visit, staying at a value resort at Walt Disney World.
Guests must also consider food costs when free dining is not an option, as well as skip-the-line services, if desired. Disney World and Disneyland offer paid skip-the-line services which add to the overall cost of a family vacation. Prior to the COVID closures, such services were free to guests.
Although Disney transportation is free, guests who wish to (or need to) drive their own cars to the parks must also contend with parking fees starting at $30 per day.
Trends
One of Disney’s goals is to retain repeat guests and they are striving to improve “intent to return” results on surveys being sent out to those visiting the theme parks. However, in late 2023, the number of guests planning return trips had begun to decrease sharply. WSJ reports that by the summer of 2024, Disney “began warning investors that attendance was softening, a trend consistent across the theme park industry.”
Even with the decrease in return visits, the amount spent on tickets, food, and merchandise has increased over the past two fiscal years as a direct result of the increased pricing.
To combat this, Disney has released many offers including hotel promotions, ticket offers, and free dining plan offerings.
Disney’s Opinion
“Some inside Disney,” including those who have worked on pricing, are concerned that the company has become “addicted to price hikes” and is no longer a feasible vacation destination for middle class families. Those with this belief stated that there are “internal discussions over whether Disney parks may be losing their grip on the hearts and wallets of families with young kids.”
Others, however, believe that the company has tried to hold pricing steady. The chief financial officer, Hugh Johnston stated that “most of the price increases were concentrated among premium packages or during high-demand dates.” Though, he agrees that the company has to be “smart about pricing.”
Josh D’Amaro, chairman of Disney Walt Disney Parks and Resorts Experiences, is quoted saying, “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, and we intentionally offer a wide variety of ticket, hotel and dining options to welcome as many families as possible, whatever their budget.” Continuing with, “we also know that in inflationary times it’s especially important to give families ways to save on their visits.”
Have rising costs impacted your Disney vacation planning? Let us know in the comments and on social media!
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Prices are prohibitive for many return visits. Food is very costly. With Disney you now get less for more $$$.
This is a joke, right? OF COURSE prices are keeping families and other parties away. It’s over a thousand dollars per day. My husband and I don’t have young children. We don’t want to stay in a resort full of young children. Where’s the economy plan for us?
I agree with the previous response. I go with my sister and don’t want to stay at a resort full of screaming kids and yelling cheerleaders. I want the Magical Express brought back too. What perks are there for adults? We just get to pay more money? No thanks!
I think the biggest issue is it is so much less bang for your buck than from pre-covid. Tons of perks that were free previously now cost money. That means you get a lesser quality vacation unless you pay the big bucks.
THEY’RE Concerned!? Does Disney not realise they ARE the rising cost of family vacations? How can you be concerned about something you’re actively doing? If I am concerned about the number rising on the scale, I don’t go full steam and eat as many doughnuts as possible while saying “well it is a concern but I guess I have to keep going!”. I look at how to make the number smaller! The simple fact is, you can’t keep increasing prices while lamenting how expensive you are getting. Disney makes billions in profit, yeah only a 3rd of guests used magical express, muppets wasn’t full, it’s a ‘waste of money’ to run them. You know what else it is? Magical. These execs have truly lost their way, they are too blinded by greed. Focus on experiences, not economising everything as hard as possible, and you’ll start to win back customers.