Walt Disney World has been implementing discounts on admission prices and hotel stays in response to growing customer dissatisfaction and declining attendance at its parks.
Beginning in May, Disney started offering discounted three-day ticket packages for guests to visit Hollywood Studios, EPCOT, and Animal Kingdom at a rate of $89 per day, with separate purchases required for admission to Magic Kingdom. This price marks a significant reduction from the previous high of $254 for a daily Park Hopper pass.
In addition, Disney is working to lower the overall cost of a trip to its Florida resort by decreasing rates for its budget accommodations. Stays at Disney’s All-Star Movies, Music, and Sports Resort could start as low as $100, depending on booking times, which represents as much as a 27% discount according to Bloomberg’s analysis.
The company has also introduced new dining packages this summer that aim to reduce food costs by 20% to 30%. Families can purchase all-day meal passes for $30 per child and $95 per adult, applicable for various meals and snacks in the parks. Disney reportedly is adding more quick meal options, offering cheaper food for kids, and introducing more flexible restaurant policies.
Experts point to the rising cost of dining in the parks as a contributing factor to the decline in customer satisfaction. Len Testa, president of TouringPlans.com, stated that customer satisfaction ratings dropped from 90% to 60% as Disney shifted from a la carte dining to fixed price meals at many popular restaurants.
While Testa acknowledges that Disney’s cost-cutting measures are positive, he warns that these changes may not reflect a genuine dedication to guest satisfaction or affordability. He noted that Disney has historically been willing to trade off favorable ratings for increased revenue.