I have mixed feelings about this (raising prices as a sort of necessary strategy.) I think in large part because I'm baffled by all of the expendable income people seem to have these days. According to
this article, SquareMouth reported the average summer vacation this year as costing 10K. Presumably that's only for insured vacations as others aren't tracked, so a road trip to a motel wouldn't show up in that metric. But still, it gives a general indication of how pricing is going for what people consider "big trips".
NerdWallet put the cost of "summer travel" at $3,594 but I think that included travel to any destination, like a weekend spent attending your cousin's wedding. Those numbers are crazy.
I honestly don't understand where this money is coming from. Are people not doing 401K's anymore? Do they tell Little Billy to suck it up and get loans for college so the family can go to Aruba? Is everyone now making about 400K a year? Even if they're putting these vacations on credit cards, they have to pay them back eventually, and get the credit in the first place. (Not to mention interest rates are crazy high right now.) I'm in a dual income household where we've both been lucky enough to find jobs that pay well, and I'm still driving down the road to Lidl for groceries these days and trying to eat pasta more often. Yes we do annual family vacations but they're short and we alternate between paying and staying with relatives who are awesome and treat us. I am seriously not understanding where people are finding all these thousands to throw around on a vacation, as travel keeps increasing. So I'm on the fence about price increases. Yes, Disney seems to have adjusted them for the current reality, but the current reality just makes no sense. I think current prices may be calibrated for a population that is about to experience a credit card crisis, and I'm not sure what happens after that point. To be fair I am prone to catastrophic thinking, but a part of me is surprised we're not hearing about the historical highs in credit card debt. It reminds me of 2008 when you didn't really hear anything about everyone getting these mortgages they couldn't pay off, until suddenly - very suddenly - you did.
I'm actually hoping this is true. Maybe not for the same reasons as you - I think Disney will be forced to acknowledge that they overplayed their hand during Covid, if reports of attendance drops are as pronounced as they seem to be. Pair that with EU down the road and I think the only logical conclusion is that they need to do more to woo customers back. And I actually still think the parks are pretty great in the first place, not the Mad Max-esque dystopia they're sometimes described as, lol, so adding more to a great thing is awesome, in my book.