They were raising prices consistently and looking for ways to monetize line skipping long before D+ every came along so this is rewriting history a bit.
Any rational person can see attendance is below pre pandemic levels and at least part of the reason is the cost however, can anyone here, with a straight face, tell me they want to go back to a 2018/19 level of crowds?
We go the same time every year and our trips kept getting worse and worse due to overcrowding. Finally, in 2018, we had the most miserable trip we had ever taken and were done. Had it not been for Covid resetting attendance we would have never gone back. Honestly, our trips from 2016-2018 all cost a good bit less than what we paid this year and yet were a far bigger waste of money.
Attendance now is around 2012/13 levels which is where it should be until they build more actual capacity.
In a way,..there are two competing interests here:
1.) "We" as guests don't want the parks crowded. The less it is the happier we are.
2.) "Burbank" needs them to be crowded for financial reasons. The more it is the happier Burbank is.
Burbank desperately needs that WDW revenue high. Shareholders are looking at Parks and Experiences VERY closely every quarter now. If Parks and Experiences fails to deliver? If the biggest cash register in the company fails? The damn will break and Wall Street will lose a lot of faith in Burbank.
Under "normal" supply & demand circumstances, if the parks are not crowded, Burbank would "invest" more into attractions and upkeep,....to entice crowd levels to go "up"...and make more money. Burbank can't afford to do this today.
Burbank doing something different. Rather than trying to "attract" more people with new attractions and maintaining beloved attractions and live entertainment, they are slashing operations costs "and" raising prices.
Their only answer to this problem is raising ARPU. (average revenue per user) Burbank is taking the laws of supply and demand and turning it upside down. Yes,..this gives them a "short-term" win today, BUT ruins brand goodwill and brand loyalty over time.
It's my guess that the number of people that are feeling ripped-off "after" their vacation is over and they see the bill?...is very high today. I suspect that there is a very high number of guests today that say:
"
Yeah,..I'm home now and looking back at everything. I'm not doing THAT again for a while. It wasn't worth it!"
If this is true, what happens when all these people tell that to their friends and family? It causes others to say "nope".