Disney can basically do whatever it wants, and we’ll still go
Every time Disney raises prices, removes a perk, introduces another paid add-on, makes Lightning Lane more complicated, or generally finds some new and innovative way of extracting another $40 from a family, the reaction is pretty predictable:
“That’s it. Disney has gone too far.”
And yet the parks remain packed.
I’m increasingly convinced Disney has discovered that, within reason, it can basically do whatever it wants.
Raise ticket prices? We’ll complain and go. Make the hotels absurdly expensive? We’ll complain and go. Charge for things that used to be included? We’ll complain and go.
Make us wake up at 7am on vacation to compete for ride times on our phones? We’ll complain, set the alarm and go.
Because the uncomfortable truth is that Disney World isn’t competing purely on value for money. If it were, half of us would have stopped going years ago.
It’s selling nostalgia, escapism, tradition and emotional attachment. People remember going as kids. They want their own kids to experience it. Adults associate it with some of the happiest periods of their lives. And once something has that kind of emotional grip on people, normal consumer logic gets a bit wobbly.
Disney seems to understand this extremely well.
There obviously is a breaking point. If the experience deteriorates enough or prices become genuinely inaccessible to enough people, attendance will eventually suffer. But I suspect that breaking point is considerably further away than Reddit sometimes thinks it is.
Disney’s greatest competitive advantage might not be its rides, characters or IP. It might simply be that millions of us are hopelessly addicted to the place and Disney knows it.
And yes, I’m absolutely including myself in that accusation.