Disney Faces Backlash as Park Prices Continue to Rise
In an effort to attract more visitors and maintain affordability for families, Disney has been grappling with the issue of rising prices. While daily admission prices in Florida remain unchanged due to weaker attendance last quarter, Disneyland in Anaheim, California has seen an increase. On the most popular days, such as holidays, a single ticket will now cost $194, an 8.4% hike. Other prices, such as the Enchant annual pass and the Genie+ service, have also seen significant increases. The Enchant annual pass, which restricts access on select weekends and holidays, rose by 21% to $849, while the Genie+ service, offering shorter lines, increased by $5 to $30. Additionally, parking fees have been raised.
Similarly, at Walt Disney World in Orlando, Florida, annual pass prices have increased by up to 10%, with the most expensive Incredi-Pass now priced at $1,449. Parking fees have also risen by $5 to $30, but hotel guests will continue to enjoy complimentary parking. Starting from January 9, guests will have the option to use “Park Hopper” tickets, enabling them to visit multiple parks in a single day.
In response to the criticism surrounding the price hikes, Disney released a statement asserting the value of a theme park visit with their continuous addition of new attractions and entertainment. The company believes that these unique experiences make their pricing options worthwhile.
The third quarter of this year saw a decline in earnings at Disney’s domestic parks, primarily due to a decrease in guests at Disney World. Florida experienced a drop in visitors following a post-pandemic boom and faced challenging comparisons to the prior year’s 50th anniversary celebrations.
Disney CEO Bob Iger, who resumed his leadership role in November last year, acknowledged earlier this year that the company had been overly aggressive in raising park prices under his predecessor, Bob Chapek, resulting in a backlash from visitors. Despite this, the price adjustments have persisted, leaving Disney to face criticism from the public.
With the ongoing price increases and the need to strike a balance between profitability and affordability, Disney aims to maintain its position as a top destination for families seeking unforgettable experiences.
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