A Deep Dive Into Disney’s Competitive Position In Travel
Skift Take
Disney’s success with its theme parks, hotels and cruise products is directly attributable to a highly-sophisticated marketing program that leverages cross-monetization of its different media businesses. It’s a case study for travel and hospitality companies on how to think and look outside of travel, when building globally successful businesses and brands.
Report Overview
Disney’s success with its theme parks, hotels and cruise products is directly attributable to a highly-sophisticated marketing program that leverages cross-monetization of its different media businesses. It’s a case study for travel and hospitality companies on how to think and look outside of travel, when building globally successful businesses and brands.
Featured Quote
“THERE'S A LOT OF PEOPLE IN THE TRAVEL INDUSTRY WHO MAY USE TECHNOLOGY VERY EFFECTIVELY, BUT AT DISNEY, THEY USE IT SO THAT IT IS AN ENHANCEMENT TO A HIGH-TOUCH EXPERIENCE.” - RANDY GARFIELD, RETIRED PRESIDENT OF WALT DISNEY TRAVEL CO. & EXECUTIVE VICE PRESIDENT OF WORLDWIDE SALES & TRAVEL OPERATIONS FOR DISNEY DESTINATIONSWhat You'll Learn From This Report
- How Disney has been able to maintain pricing power at its U.S. parks, raising admission prices above the cost of inflation, while still generating steady attendance gains.
- Attendance, spending, and revenue trends across all of Disney’s theme parks individually and in aggregate.
- What the new expansion projects are at the theme parks.
- The likely steady-state financial impact from Shanghai Disneyland and how the ownership contract is structured.
- How the recent debt recapitalization and increased Disney stake in Disneyland Paris will help alleviate the paradox of high attendance, but limited economic benefits.
- In what way Walt Disney is expanding and improving Hong Kong Disneyland to combat the impact from slowing tourism to the island from mainland China.
- An understanding of how the owners of the Tokyo Disneyland Resort (Oriental Land Company) have positioned its Disney-themed assets and the economic and strategic impact to the Walt Disney Company under the fee agreements.
- How the company uses behind-the-scenes tours and special events to enhance revenue via high-margin add-ons at the parks.
- The competitive advantage of Disney’s immersive hotel portfolio.
- Why the cruise business is different, and more profitable, than pure-play competitors.
- The impact of the Pixar, Lucasfilm, and Marvel acquisitions on the company’s cross monetization of content.
- How the MyMagic+ technology improves the guest experience while providing Walt Disney with crucial data.
- The impact of the Imagineering team.
- That theme parks attendance is less cyclical than many believe.
- Relationships with third party distributors.
- Insights from retired executives.
- Airline booking trends and forward outlook for Disney’s key markets in partnership with ForwardKeys.
