There was plenty of Mauser pounding this week after Disney World decided to raise prices for its annual passes and theme parking.
Disney (NYSE: DIS) routinely pushes its prices higher; Since 1989 there is a daily ticket every year. But this week's move is striking because Disney World has raised its annual ticket price for the second time this year.
This is only the fourth time that Disney has increased prices on its annual pass twice in the same year. If you retire in 2015 (when the annual passes with new perks, including free digital photos, have been repositioned), you'll have to go back a dozen years to enter the world's most visited theme park resort with a double hike for the last time. There is a method for the mouse.
Wayfinder for the Headliner
Disney's move this week raises prices by between 3% and 9% on its four-year passes. This is not necessarily outlandish or exorbitant, but if you combine the updated price with the February hike, things start to be a bit more extreme.
Disney Worlds Platinum Pass – the default option that offers access to all four theme parks with no blackout dates – went from $ 779 to $ 849 in February before push this week to $ 894. We're talking about an increase of almost 15% – or $ 115 – and that's a lot of change if you multiply it with every member of your family.
Stretching price elasticity is part of the game, but you can & # 39; I do not condemn the date of this week's increase. Disney World will open Star Wars: Galaxy's Edge in late 2019 at Disney's Hollywood Studios, the most ambitious expansion of the resort since Disney's Animal Kingdom in 1998. It's no coincidence that the first year in which Disney twice priced his season tickets increased in 1997. One year before the animal-themed attraction was opened.
Disney World will be a hotbed for tourists next autumn or early winter when the new attraction hits the market. It would not have made sense to wait until February to re-raise the annual season tickets and put money on the table to buy or renew passports in the coming months, hoping to become Star Wars' first guests: Galaxy to belong to Edge
If you exclude some Passeigentümer from the image, this could be a side effect of this increase, but Disney will have enough guests who come together from all points of the planet to explore the new area with its two characteristic attractions , It does not need its passport holders as much as during the doldrums when it has nothing new and exciting to offer.
The situation will of course change if participation suffers. But in the past, Disney's turnstile clicks were held back more by global economic setbacks than by its pricing strategies. Disney will lose more than a few passport holders this week, but no one expects visitor numbers at Disney World to decline next year. The math is cruel, but it works.