Disney has stated that about a third of resort guest were taking advantage of the Disney Magical Express offering prior to its ceased operations.
In addition to examining the fear that Disney vacations are now out-priced for many families due to rising costs, an article published by The Wall Street Journal is also shedding some light on the happenings shortly before and after Bob Iger returned to the CEO position in 2022.
Prior to Iger’s return, former CEO Bob Chapek set out to “capitalize on parks demand,” and eliminated free perks such as the Magical Express (a former complimentary bus transportation between Orlando International Airport and Walt Disney World Resort) and FastPass system.
After analysts and critics called for the removal of Chapek as CEO, Iger returned to the position in November of 2022, when he called for a meeting at Disney’s headquarters to discuss a list of things with Josh D’Amaro that the company could do to bring guests and goodwill back to the parks.
According to the WSJ, Iger was chiefly concerned “that a company once known for magical family vacations was earning a reputation for price gouging. Ideas included offering discounted parking, more lower-priced off-season days, or freezing price-hikes. However, all of those options came with the risk of losing hundreds of millions of dollars in revenue.
Instead, free overnight parking at Walt Disney World Resort hotels and off-peak ticket promotions were brought back along with the eventual re-addition of dining plan offers and various resort discounts throughout the year.
What are some things that you believe would bring guests and favor back to Walt Disney World Resort? Let us know in the comments!
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I loved magical express! So sorry when they cut that promotion. I don’t drive when I go there so free parking means nothing to me.