Walt Disney World's new marketing campaign - 'The Magic is Endless'

NearTheEars

Well-Known Member
That is using 'luxury' in the colloquial context, and not the economic definition for pricing analysis. Disney does use a 'luxury strategy' when pricing their Deluxe hotels (where increasing the price can increase the demand), but the Value and Moderate hotels are priced comparable to average daily rates that could be found in other major markets (according to STR Global, the national ADR is $125.42 for Aug 2016). So they use a mixed pricing strategy to attract consumers of various income levels (ETA: and various demand elasticity.)

Thanks for the explanation. That makes sense.
My family definitely wouldn't have been able to afford either the colloquial or economic definition of luxury back then. Luckily with our APs, I'm making up for lost time now.
 

NearTheEars

Well-Known Member
I may be biased, but bring back the year of a million dreams! (Well, at least the dream FastPasses. I never got one, but they'd be great to have)

I doubt anyone would have a problem with that coming back (at least from what I heard about it).
What was the reason for such a big celebration that year?
 

Cmdr_Crimson

Well-Known Member
I also really miss these type of commercials where they focused on the family or a child looking forward to visiting WDW.


FUN FACT: The young boy in this commercial is Courtland Mead...
courtland-mead.png

Besides doing small commercials he was also on the ABC Miniseries version of Stephen Kings The Shining. But, he's mostly recognized by his 3 Disney Character voices Gus Griswold of Recess, Lloyd of Lloyd in Space, & Ned of Nightmare Ned..
latest
lloyd-nebulon-lloyd-in-space-80.4.jpg
ned-needlemeyer-nightmare-ned-6.77.jpg
 

SugarMagnolia75

Active Member
So many jaded Disney haters. I agree with what @prfctlyximprct said, it's probably time to take a break if the magic is that far gone for you.

Food for thought-
When your children see these commercials are they excited? Do they ask you to take them to Disney World after seeing the commercials?
I'm an adult. I know what WDW offers for me, and I don't need a commercial to sway me to go or not go, and I had no intention of going in '16 after we got back from our 2015 trip. I was all set to just do DCL and skip the parks.
However, the commercials this past year with the new Star Wars additions- they got my child to ask/beg/ask me to take him this year. That's their purpose. Ask a child their opinion of the commercials next time you see one, I don't think said child would have anything negative to say.
If criticism is all you have towards something, then maybe you need to reevaluate if you really need that something in your life.




Agree. A vacation is a luxury, regardless of if it is a "luxury vacation" or not. It amazes me that people on these kind of websites act like anyone and everyone has always had a budget that could accommodate WDW. . It was never that way.

By that definition a Carnival cruise is a luxury vacation, but I don't think you'll ever here anyone use those words to describe them. Carnival may have some issues, but at least they know who their demographic is. Disney wants their demographic to be upper class families who wouldn't give a second thought to paying out for multiple desert parties and extra hour events. Truth is, their bread and butter is the middle/upper middle class.
 

pax_65

Well-Known Member
Disney wants their demographic to be upper class families who wouldn't give a second thought to paying out for multiple desert parties and extra hour events. Truth is, their bread and butter is the middle/upper middle class.

^This is at the heart of the whole issue. From a business standpoint, they're looking at income potential from upcharges and the upper class customer supports that model. The reason for all the "Disney haters" is that we remember the old model, which was "Your Pass is Your Key to the Magic" (a slogan they used) - once you were in the door, you didn't really have to worry about anything. Disney took care of everything and treated all guests like VIPs.It didn't matter if you had an AP or single day pass, if you were staying on 192 or the Grand Floridian, whether you had dinner reservations at Victoria & Albert's or were just planning to grab a dog at Casey's.

If the new thinking wins out, we'll be asked to pay for things that used to be included as part of your pass - which makes me very sad. I refuse these things on principle, it's honestly not even a financial decision. :(
 

Brad Bishop

Well-Known Member
If the new thinking wins out, we'll be asked to pay for things that used to be included as part of your pass - which makes me very sad. I refuse these things on principle, it's honestly not even a financial decision. :(

They've already done this with Halloween and Christmas decorations/ events. Want to see a Halloween or Christmas parade? Better pony up! Want to just see the MK decorated? Well, you better plan accordingly because most nights you'll need to pay extra.

It didn't used to be the goal to sell the park multiple times a day.
 

Nemo14

Well-Known Member
Agree. A vacation is a luxury, regardless of if it is a "luxury vacation" or not. It amazes me that people on these kind of websites act like anyone and everyone has always had a budget that could accommodate WDW. . It was never that way.

In fact it was. Back in the day when my kids were young, tickets to WDW actually cost less than our local amusement park.I was a stay-at-home Mom and my husband was a teacher, so our income was very limited, but we would drive to FL every summer and stay at my mom's place a half hour away. We did stay on property when my son was a baby, for the convenience of not having to drive back to Mom's for naps, and even that was affordable back then before the "Value" resorts were built. I seriously doubt that we could afford to do that now on a single teacher salary.
 

wdisney9000

Truindenashendubapreser
Premium Member
So many jaded Disney haters. I agree with what @prfctlyximprct said, it's probably time to take a break if the magic is that far gone for you.
I take it by your avatar that you are a Buckeyes fan. Have you ever yelled at the tv for a bad game, or an individual play call? And if your a true sports fan, please dont try and say no. So, does that mean you hate (The) OSU if you get upset about something? Should you sell all your jerseys, hats, shirts? Should you stop talking about them with other fans and never watch another game? Or do you get upset because you care? And Because you want to see them perform at their best level.
 

mikenatcity1

Well-Known Member
I may be biased, but bring back the year of a million dreams! (Well, at least the dream FastPasses. I never got one, but they'd be great to have)

I would love that! I was fortunate enough to get a set at Disneyland that year- unlike WDW, they gave 2 cards- 1 for each park. In all, I think we did almost every attraction at both parks that day- it made it wonderful!
 

21stamps

Well-Known Member
By that definition a Carnival cruise is a luxury vacation, but I don't think you'll ever here anyone use those words to describe them. Carnival may have some issues, but at least they know who their demographic is. Disney wants their demographic to be upper class families who wouldn't give a second thought to paying out for multiple desert parties and extra hour events. Truth is, their bread and butter is the middle/upper middle class.

Taking a Carnival, or any, cruise IS a luxury that not everyone can afford.
Carnival is not under the marketed "luxury vacation" canopy, nor is DCL. Seaborne is a "luxury" cruise, but someone could spend the same or more fare in a concierge suite on an Iceland itinerary on DCL- still doesn't place DCL in that luxury group..yet still is a luxury.

A Luxury is something that is non essential.
A luxury vacation/car/apartment/home is something that is also non essential, but steps it up a notch.
Same word, different meanings, both correct.

As far as Disney's demographic- if Disney only wanted upper middle class families then things like the value resorts and Disney vacation accounts wouldn't exist.
^This is at the heart of the whole issue. From a business standpoint, they're looking at income potential from upcharges and the upper class customer supports that model. The reason for all the "Disney haters" is that we remember the old model, which was "Your Pass is Your Key to the Magic" (a slogan they used) - once you were in the door, you didn't really have to worry about anything. Disney took care of everything and treated all guests like VIPs.It didn't matter if you had an AP or single day pass, if you were staying on 192 or the Grand Floridian, whether you had dinner reservations at Victoria & Albert's or were just planning to grab a dog at Casey's.

If the new thinking wins out, we'll be asked to pay for things that used to be included as part of your pass - which makes me very sad. I refuse these things on principle, it's honestly not even a financial decision. :(
All of that is optional.
That's what drives me crazy about that rants!
You can go to WDW and not do any of those things.. And still have a wonderful vacation!
I am going on an NCL Alaska cruise in June. Would I like to stay in a Haven suite? Yes! Am I willing to spend the money on the Haven? No.
Do I think my cruise will be less awesome because I don't have a butler, special pool, etc?
Not in the least.
In fact it was. Back in the day when my kids were young, tickets to WDW actually cost less than our local amusement park.I was a stay-at-home Mom and my husband was a teacher, so our income was very limited, but we would drive to FL every summer and stay at my mom's place a half hour away. We did stay on property when my son was a baby, for the convenience of not having to drive back to Mom's for naps, and even that was affordable back then before the "Value" resorts were built. I seriously doubt that we could afford to do that now on a single teacher salary.
When was this? I've been going to WDW since 1978. If you ask my parents I assure you that they will never describe a trip to WDW as a budget friendly stay. We went annually, but there are millions of people who have never been able to afford it. Yes it's more expensive now, so is everything else. Life is more expensive across the board.
I take it by your avatar that you are a Buckeyes fan. Have you ever yelled at the tv for a bad game, or an individual play call? And if your a true sports fan, please dont try and say no. So, does that mean you hate (The) OSU if you get upset about something? Should you sell all your jerseys, hats, shirts? Should you stop talking about them with other fans and never watch another game? Or do you get upset because you care? And Because you want to see them perform at their best level.
Of course I have been upset and screamed at my tv. I even shed a tear or two after the National Championship with UF. I didn't go online and rant and rave about them. I had a moment of anger and said "we'll get 'em next year". There is a difference between short lived aggravation and constant whining and complaining.
I have a few issues with Atlantis the past few years, so I stopped going. The end. I don't need to go on trip advisor and rant and rave and criticize everything they do.

Speaking of Atlantis.. They have opened their own version of "value" rooms to capitalize on the middle class market. Companies are moving in the direction. It's why BMW, Mercedes, Lexus, Buick etc all offer "affordable entry level models" now. It's why Vera Wang has a collection at Kohls and Missoni at Target.
More people want to feel like they have something that is considered luxury, and others want a greater distinction. It's mostly a mind game..but it's seemed to work. Bottom line, all of it is technically a luxury regardless.
 
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