Disney's Gamble: More Cruise Ships, Parks, and Premium Prices
Photo Credit: Space Mountain goes gold for the 50th anniversary of this rip-roaring roller-coaster ride in the dark. Mickey Mouse and the Gang along with Astronaut Donald Duck join Walt Disney World Ambassadors Shannon Smith-Conrad and Serena Arvizu in celebration of 50 years of launching unforgettable memories on this out-of-this-world attraction at Walt Disney World Resort in Lake Buena Vista, Florida. Walt Disney / Olga Thompson
Skift Take
Disney is expanding its cruise fleet and investing billions in its theme parks internationally. Yet maintaining premium pricing across a much larger footprint won't be easy.
The Walt Disney Company has two key bets regarding its cruise line and theme parks. It believes it can nearly double its cruise ship capacity while sustaining premium pricing. It also thinks that international visitors will continue flocking to its properties, especially in Asia.
While both goals carry execution risks, early signals are promising.
"Bookings are up in the summer right now," Hugh Johnston, chief financial officer, said Wednesday on an earnings call.
The company has more advance bookings than at this point last quarter. That news comes despite price hikes, such as Disney boosting single-day theme park tickets by up nearly 6%.
Disney Cruise Line BuildoutDisney is nearly doubling its fleet, adding six ships by 2031. The expansion will test whether the company's premium pricing power can hold up at scale.
In October 2024, the company debuted Disney Treasure, a 140,000-ton vessel with 1,250 staterooms.
"Disney Treasure is off to a spectacular start," Johnston said
