Disney has a price problem. It has ambitious plans to fix that

Disney has announced a substantial lineup of projects for its parks and cruises. However, the company is facing challenges as price hikes and global inflation make it difficult for many families to afford trips to Disney’s theme parks. A survey of Disney fans, travel agents, and local business owners found that the magnitude and speed of price increases over the past five years were concerning. As a result, Disney’s domestic parks attendance has underperformed expectations. To address this, Disney plans to offer a range of pricing options and keep providing access and flexibility for its fans. The company is confident in its ability to manage through changes in consumer behavior. Despite the challenges, Disney remains committed to investing $60 billion in parks and cruises over the next decade. While ticket prices have increased over the years, Disney continues to offer lower-priced options and value deals for families on a tight budget. The travel industry is also experiencing a softening in demand as the initial surge of post-pandemic travel diminishes. Despite these challenges, Disney is optimistic about its future and believes it can navigate these bumps in the road. In conclusion, Disney recognizes the importance of keeping its customers engaged and plans to offer new parades, shows, and discounts to attract visitors, especially during the construction of new lands and rides.