Influencers have been flooding social media this summer with videos of short wait times at Disney parks. In June, one content creator recorded a relatively empty Disneyland while noting the absent daytime crowd.
“It’s the middle of summer, the weather is perfect and the park is not crowded,” said Kel Warner, who posts at @themeparkmomlife.
The short wait times, it seems, were a red herring.
Disney pulled a series of strategic levers to get people through their park gates at a time when many are being choosy about how to spend their dollars, according to industry analysts.
The company offered a slew of aggressive, targeted discounts; expanded programming and shows for young children; retooled some existing attractions to entice repeat visits; and got to a “sweet spot” in operational efficiency with its skip-the-line service.
That allowed Disney to pull off a great quarter while everyone else felt a dip. Universal parks and resorts saw softening attendance at its two older theme parks in Orlando, and attendance at Sea World and Busch Gardens dropped.
Targeted discounting
Conventional wisdom is that summers at Disney parks mean crowds. But attendance during the season has waned over the last decade, according to Gavin Doyle, founder of MickeyVisit.com, a Disney news and planning site.
Then came the twist: Revenue for Disney parks and cruises in the most recent quarter rose 10% from the year before, the strongest increase in two years. Global parks attendance grew 4% from last year, per-guest spending increased and even the occupancy of the company’s domestic resort hotels hit a whopping 91%.
.jpg)
.jpg)
0 ความคิดเห็น:
แสดงความคิดเห็น