It seems that something a little troublesome is happening at Disney, the world’s happiest place. That is the spread of price increases. Since the end of the COVID-19 pandemic, Disney has begun to raise admission fees and introduce expensive priority boarding passes one after another. The price of tickets at the park has continued to rise. Admission fees have exceeded $200 for the first time in the 69-year history since the park opened. The icing on the cake is the “Lightning Lane Premier Pass.” For up to $449 (about 69,000 yen), a pass has been introduced that allows you to ride attractions without waiting. The emergence of the “Lightning Lane Premier Pass,” which allows you to ride from a dedicated lane without lining up for up to $449. Since there are no operating costs for the Premier Pass, the revenue from the Premier Pass is almost entirely the net profit of the park.
In the “happiest place in the world,” a situation has been created in which people cannot enjoy it equally depending on how much money they have. This trend seems to be due to Disney’s sales strategy. It was said that Disney was pricing and marketing to the top 40% of American households. But in reality, it is said that they are focusing on the top 20%. The top 20% of people spend almost the same amount on travel each year as the bottom 80% combined. It is more profitable for business to target the top 20% of people than the bottom 80% who are saving money. This is a strategy that prioritizes revenue over visitor numbers, but there is also the risk of Disney fans leaving. There are concerns that Walt Disney’s theme parks are becoming distant places for average households.
Finally, I will talk about the coexistence of theme parks and local communities. Tokyo Disney Resort (TDR) celebrated its 40th anniversary in 2023. Urayasu City, Chiba Prefecture, is trying to take advantage of Disney’s location. Starts Hotel operates a hotel in Urayasu City. Starts Hotel’s occupancy rate is over 90%. It is rare to find an attractive place with an occupancy rate of over 90%. Many people from other regions who come to Disney stay at hotels in Urayasu City. If even 10% of the 28 million visitors per year stay at local hotels, that’s a good occupancy rate. If many wealthy people come to Disney, a lot of money will flow into the surrounding area. That money may then be used for the welfare of local residents.
