While that model works to diffuse the customer focus on a topic.. it doesn't really change that Disney crossed over into 'nickle and diming' people.. and they won't forget that. And we all know 'line item' billing always causes more scrutiny than just lumping things together. Disney could have upped prices $10 a room and most would have just moaned and moved on.
The flaw in this one (IMO) was the blanket application. Normally when you impose fees or penalties to influence behavior you add pain where you don't want people, and create a 'favorable' path where you do want people to be. Disney instead went with the 'everyone is the same' approach which instead of just discouraging specific behavior, penalizes people for actions that are completely ordinary and expected. That is why Disney will forever fight customer sentiment over fees like these.
And why arguments like 'its to shape behavior' falls flat. If Disney was service focused AND wanted to shape that behavior... they could have taken other paths. Instead they went with the lazy, 'screw em all' model that also happens to be the cheapest and easiest. So, how are you going to convince people Disney really cared here... you can't. And that's what rubs people more than anything... the changing of the attitude towards the customers... not the $5, $10, etc.
Those who went to business school just to learn how the machine works... but missed all the "building brand champions" classes... don't get that.
It's not just Disney. This nickel and dime approach is prevalent in the travel industry.
Airlines charge for baggage, priority boarding, premium seats, seats with more leg room, wifi access, streaming services, meals etc. If you want to get through security and/or customs faster we got you covered there too: for a nominal fee you too can travel more efficiently with TSA Pre-Check and Global Entry.
Cruise Lines who have marketed for years as all-inclusive vacations are anything but. Your drinks cost more, your excursions cost more and guess what? There's a mandatory amount you must tip. And hey, fancy a meal at one of our signature restaurants....sure...that'll cost more too.
Rental Cars with their insurance waivers that nobody really needs, satellite radio and GPS charges.
And hotels...with the parking fees, resort fees, movie fees, mini-bar fees are just a small part of the bigger picture.
American Airlines doesn't really care, nor does Royal Caribbean, or Hertz, or Marriott. They may give the impression they do - but they don't, really. Unfortunately neither does Disney. If you or I decided that enough was enough, and we were never going to go to Disney again. Think it makes a dent? Sure, if enough people got in this mindset it would - but it's not happening over parking fees.
Edited to say: I'm correcting my statement on Rental Cars. If you are renting a car in Europe or Internationally....absolutely take the insurance waiver. Trust me on this.
