Disney to Use Theme Parks and Disney+ Tracking Data to “Customize” Guest Experience

Posted on by Mathew Corn Animal Kingdom, Disney Parks, Disney+, Epcot, Hollywood Studios, Magic Kingdom

When you take a Walt Disney World vacation, you know that it will be pretty easy for Disney to know what you are up to. They know where you are staying, what Parks you are visiting on what days, and even what attractions you are riding — between Disney Genie+, PhotoPass, and the Disney MagicBand. Disney also keeps track of your watching habits when you use its streaming platform, Disney+.

However, what if you were told that Disney plans on actively tracking you, then combining the data that they have from you — from your time in the Parks and your Disney streaming habits — to customize both your Disney vacation and Disney+?

Well, according to a recently leaked investor call, that is exactly what Disney is planning on doing. Disney CEO Bob Chapek was on a call with Disney shareholders and said:

If we can have a universal Guest experience, recognize that a person who spent seven days in the Park, 24 hours a day, and we know all that information about them, is the exact same person who watches XYZ on Disney+. We can identify that person as the same one and they give us the ability to use the data that way, we can now customize and personalize an experience way beyond anything we’ve ever been able to do before, bringing now the two pieces of the Walt Disney Company into one for one common Guest experience that will give us a competitive advantage. Because who else has got the physical, deep physical data that you get on somebody if they spend 7 days and they essentially live with you for a week? And then how does that affect what they see on Disney+? 

So, Disney+ will be conscious of what you do in a Park and will then feed you information, not on people that look like you in terms of viewing habits, people that watch this watch that, therefore, we’ll feed you this — we’ll do it specifically on what you did during your seven days and visca versa. What you watch on Disney+ will have an impact on your Guest experience at the Parks. 

And I think that’s going to put us in a tremendous position of competitive advantage. 

You can listen to the actual audio clip below, which was shared on Twitter by theme park insider, Scott Gustin:

Even though Disney is capable of tracking your movements in the theme parks and your watching habits on Disney+, the company has not said how they will combine the two to customize the Guest experience.

Revenue Up 70% for Disney Parks and Experiences

Posted on by Mathew Corn Disney Parks

Disney shared their third-quarter earnings report today, and the news for Parks and Experiences looks promising. Revenue has risen 70% since the third quarter of last year. The pandemic travel slump is clearly over.

Disney partially attributes the increase in revenue to the launch of Genie and Lightning Lane and denies that it is solely due to “pent-up demand” due to lack of travel during the COVID-19 pandemic. 

When discussing the Parks and Experiences, it’s important to take into account that this includes more than just theme park earnings. Parks and Experiences encompass theme Park tickets, merchandise, and food sales, yes, but also includes merchandise from other outlets and Disney Cruise Line and Adventures By Disney. 

In a press release, the Walt Disney Company stated that a reduction in discounts offered at Walt Disney World offset “unfavorable attendance mix at Disneyland Resort.” 

Bob Chapek Disney revenue

In today’s earnings call, CEO Bob Chapek credited the domestic parks with the revenue increase. He added that Disney Cruise Line and international park’s attendance is not yet back to pre-pandemic levels. He also said that Disney Parks and Experiences benefited from 3 key milestones reached by the company in this quarter:  Guardians of the Galaxy finally opened this quarter, as did Avengers Campus at Disneyland Paris. The company also added a new ship, Disney Wish, to the Disney Cruise Line fleet. 

Chapek spoke of the transformation of Disneyland Paris, saying, “I couldn’t be more proud of the Resort’s ongoing transformation.” He expects this to greatly increase revenue for the next quarter, explaining that the Park was only open for 3 days of the 2022 third quarter. 

Disney revenue

The overall tone was joyous and hopeful when Chapek informed listeners that bringing back “experiences guests love” like parades, stage shows, and fireworks will only increase revenue going forward. 

When questioned about whether they were satisfied with Parks and Experiences increases this quarter, both Bob Chapek and Christine McCarthy, CFO, were in agreement that they were very pleased. They hinted that annual passes may come back soon to increase attendance and per capita expenditure in the parks, but no confirmation has been given at this time. 

Disney removes all mentions of traditional gender roles from its parks

Posted on by Mathew Corn Animal Kingdom, Disney Parks, Epcot, Hollywood Studios, Magic Kingdom

Guests visiting the Most Magical Place on Earth won’t hear the familiar words, “ladies and gentlemen, boys and girls” anymore. That’s because Disney is scrubbing any references to traditional gender roles at its theme parks, according to Newsweek.

The change comes in the midst of weeks of tension from a culture war amongst the Walt Disney Company, fans of Disney, and the State of Florida legislature related to Florida’s House Bill 1557, the so-called “Don’t Say Gay” bill, which was signed into law on Monday by Florida Governor Ron DeSantis.

Disney’s inclusion and diversity manager, Vivian Ware, announced the removal of nods to traditional gender roles in a video on Twitter, posted by Christopher Rufo. In the video, Ware is giving a presentation via video call, and the “reimagine tomorrow” can be seen on the upper right-hand side of the screen. Ware explained that last summer, live announcements that Guests hear at attractions at Disney Parks were devoid of the traditional “gendered greetings,” which welcome Guests–“ladies and gentlemen, boys and girls.”

“We don’t want to just assume because someone might be, in our interpretation, presenting as female, that they want to be called ‘princess,’” Ware said in the video, which is accompanied by an American Sign Language translator.

“So we no longer say ‘ladies and gentlemen, boys and girls,’” Ware explained in the video. “We’ve provided trainings for all of our Cast Members and in relationship to that so now they know it’s, ‘hello everyone’ or ‘hello friends.’”

Ware said that Disney is currently in the process of making changes to its recorded messages at its theme parks. During the nighttime spectacular at Magic Kingdom, Disney Enchantment, the welcome greeting extends to “dreamers of all ages,” rather than “ladies and gentlemen, boys and girls.”

Disney Announces Major Change to Character Meet & Greets

Posted on by Mathew Corn Animal Kingdom, Disney Parks, Epcot, Hollywood Studios, Magic Kingdom

One of the most unpopular lingering impacts of the pandemic on the guest experience at Disney World has been that guests have not been able to enjoy up-close character greetings. For over two years the iconic hug and an autograph from Mickey that for many guests is the quintessential Disney World experience has been strictly off-limits.

When Disney World reopened after the four-month closure at the start of the pandemic, character offerings began with character cavalcades only. Since then, while many characters have returned to their original greeting places, physical distancing measures have remained and there is a strict no contact rule for guests and characters. Obviously, this has meant no hugs, no autographs, and only selfies from a distance. As most things at Disney World have gradually moved back to normal (or some new version of it) the question on a lot of guests’ minds has been — when will “normal” character greetings return (and why has it taken so long)?

From a Disney Cast Member;

It’s been so great to see live entertainment returning to our theme parks, resorts, and cruise ships, and today, I’m thrilled to tell you about another quintessential Disney entertainment experience that’s on the way back. As early as April 18, we will start reintroducing traditional character greetings at Disneyland and Walt Disney World Resorts, as well as aboard Disney Cruise Line and at Aulani Resort in Hawaii. That’s right! Very soon, you will once again be able to hug Mickey Mouse, get an autograph from Mulan, and share a laugh with Goofy. We know many of you have missed these special moments, and your Disney character friends have missed you, too!

During the past two years, we’ve taken a very gradual, intentional approach to health and safety protocols. Recent trends and guidance have provided opportunities for us to bring back some of our most beloved magic, like character greetings and dining experiences. While not all locations will be available immediately, we anticipate reopening in phases throughout the spring and early summer.

This exciting milestone continues the recent, powerful momentum of returning entertainment across the Disney parks and resorts. As part of the 50th Anniversary celebration at Walt Disney World, we’ve welcomed back shows such as “Mickey’s Magical Friendship Faire” and “Indiana Jones Epic Stunt Spectacular,” along with the Disney “Festival of Fantasy” Parade and new experiences like “Disney Adventure Friends Cavalcade.” This spring, Disneyland will see the return of several beloved nighttime spectaculars, including “World of Color,” “Disneyland Forever,” “Fantasmic!” and “Main Street Electrical Parade,” celebrating its own 50th anniversary. And aboard Disney Cruise Line, we’re once again delighting guests with fireworks at sea and magnificent, Broadway-style shows on every ship.

So, with character greetings coming back this spring, who’s at the top of your “must meet” list for your next Disney vacation?

This is a welcome change. Since character greetings returned last fall with “individual time” physical distancing measures such as a barrier (rope, fence, planters, etc) have been used to keep guests distanced from the characters. Also, no autographs have been allowed.

Guest interest in when the policy would be updated spiked recently when guests noticed that there are no physical distancing measures in place at the new Star Wars Galactic Starcruiser hotel. Guests have seen videos of characters hugging and mixing with guests with no precautions, which begged the question if it’s okay in the trendy hotel where guests pay thousands for a two-day experience, why is it not okay in the parks?

Thankfully, the measures will be dropped and we’ll be able to hug Mickey and other characters again!

Theme Parks Should Be More Than Just Fun

Posted on by Mathew Corn Disney Parks

Earlier today, former Walt Disney Imagineer Joe Rohde took to Instagram to tackle the dilemma: “should theme parks just be fun?”

Joe posits that “people must be paying this kind of money and making this kind of effort for a reward that is of higher value, more rare, and of greater impact than fun”. He goes on to say that the sensation of being transported “magically into another place or another time” is the reward that people should find when visiting theme parks.

Guests who visit Disney Parks make a large investment. According to Rohde, the product they are purchasing isn’t a character; it’s a memory. It’s an experience.

Joe Rohde recently retired from Walt Disney Imagineering.