“Of Course Costs Are Increasing” Disney Executives Comment On The Affordability Of The Disney Parks

It’s no secret that Disney prices have risen over the last several years.

As Universal’s newest theme park, Epic Universe, is nearing its opening date, conversations around Disney’s pricing and growth have become more frequent. Disney is now commenting on the affordability of the theme parks, and we’re breaking it all down here.

Recently, Josh D’Amaro, the Chairman of Disney Experiences, participated in a question-and-answer session during the MoffettNathanson Media Internet & Communications Conference. During this session,  D’Amaro commented on the topic of Disney’s affordability, tactical financial decisions, Epic Universe’s direct impact on Disney, and more. 

Throughout the conversation, D’Amaro remained positive on the company’s long-term building and foresight. When it comes to new customers, D’Amaro said, “For every one theme park visitor that we have today, we believe there are 10 more out there that want to come and participate in a Disney experience, they just haven’t had the opportunity to do so.”

He also stated that they believe there are half a billion customers who have the right love and financial ability to visit the Disney parks. He also continued on to discuss something he thinks about daily, asking, “How do we create experiences and pricing structures and optionality to invite as many families as possible into these experiences?” D’Amaro cited his own childhood and experiences as a driving force to welcome as many guests as possible.

When discussing what the parks offer guests, D’Amaro said, “There are very few places in the world where you can have a 10-, 12-, 16-hour experience, have the best stories that have ever been told on full display in front of you, attractions that will blow your mind, Broadway-style entertainment, an array of food that’s spectacular…you can meet all of your favorite characters in person, and you can go home after a beautiful fireworks show at night.”

He cited guest feedback as confirmation that Disney is successfully providing those experiences to customers. To continue these experiences, D’Amaro moved into the discussion of parks and pricing. He shared that his goal is that the consumer can choose when they come, how they take in different experiences, where they stay, and where they eat.

In defense of Disney’s pricing, D’Amaro mentioned Disneyland’s $104 ticket prices (which is the lowest a ticket will be, but it will rise throughout the year) and value hotels at Disney World. He continued to say, “Now, of course, costs are increasing — we all know that, and I have a responsibility to the Disney Company and to our investors to make sure that we’re very thoughtful about those costs.” 

In addition to those increases, D’Amaro touched on the goal to “deliver great value.”  To do that, he touched on different pricing and promotions that provide flexibility, which he believes the company is doing “a really nice job of.”

When it comes to that flexibility, he noted pricing strategies that change seasonally. He stated that those strategies used to “look like a heart rate monitor, and we’ve flattened that out.” He also said during slower seasons, Disney has worked on offering more flexible pricing to bring in customers and fill demand. Examples of this could be things like Kids Eat Free in 2026, Cool Kid Summer (which kicks off May 27th), and continued hotel perks at Disney World.

When it comes to busier days, he shared that they used pricing to help “maximize the value for that day and also control crowding.” As Epic Universe continues to increase crowds and bring in revenue for the state of Florida, it’s expected that those crowds will also make their way over to Disney at some point.

We’re eager to see how the new parks and Disney pricing change throughout the next year, especially with major changes coming to the Disney parks like the overhaul of Animal Kingdom, the Magic Kingdom expansion, and major land changes in Hollywood Studios. As always, be sure to keep following AllEars for more Disney news and updates.

Walt Disney World Ticket Increase Guide

What are your thoughts? Tell us in the comments! 

 

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