Prior Very Busy Times at The Magic Kingdom, Photo: Offbeat Training LLC

“As I see Disney turning more and more to a luxury brand, I feel that Disney has forgotten who it is and what it promises. My family has been going to Disney for years. It’s becoming increasingly unattainable for your average family which is just heartbreaking because of the happiness that the world of Disney creates.”

That was a reader’s response to my last article. Is it true? Who knows.

Coincidentally, some of relatives visited last week. They have come to Walt Disney World every other year, but this time they stayed in a Kissimmee condo and went to Universal Studios instead. I asked why the change after so many years at the Mouse. They replied that the price was too high.

Prior to the pandemic and the ascension of Bob Chapek to the CEO position, the Walt Disney World strategy had been to mimic an all-inclusive vacation: one where your hotel, food, and transportation was all included. It was a smart strategy. Once you got to Disney property, you were trapped there and all your additional spending went to the Mouse. But now, after COVID, every charge is ala carte.

Is this a good business strategy? It is if you have the money to spend. If you are, like most of us, struggling to get by in an inflationary period, it could prove disastrous. Whatever business you are in, the key is to give the people everything you can give them at a price that is just obtainable. Hum, sounds like something Walt said when asked if his company could survive his own passing.

“Give the people everything you can give them. Keep the place as clean as you can keep it. Keep it friendly, you know. Make it a real fun place to be. I think they’re convinced, and I think they’ll hang on after ... as you say ... well ... after Disney.”

Walt Disney

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