Who is Disney's Preferred Customer?

[smellyia]

I'm sure this has been discussed, but I've been thinking and would love insight from fellow Disney lovers. With the price raises at USO going up so much this year and the inevitable WDW ticket hike looming...who is it they are trying to attract?

I feel like the profit margins are absurd, and although people like myself pay them on the regular, who is making up the bulk of the profit? Is it repeat guests? First-timers? Once-in-a-lifetimes?

How about type of vacationer - does the bread and butter come from those who stay Value, Moderate, or Deluxe (sort of doubt this set)?

Do you think people who don't visit often notice the ticket cost as much annual visitors?

We all know there is a cap to what an individual is willing or can afford to spend and we as a customers need optimum value...and since that's so individual I'm not really asking about that, but really interested in the Optimum Disney Customer Profile and what you on here think that is.

 

[ChloesDaddy]

Anyone willing to spend the cash. The more, the better.

 

[ArwenMarie]

Their favorite customer is the first-timer on their one big Disney trip. But they'll take everyone's money.

 

[mom2rtk]

Disney has all kinds of target guests. They want guests that stay onsite, those that stay off site, those who plan ahead, those who don't.

Although lately it seems their favorite target is the sort who is willing to pay park admission then pay for all sorts of additional "upsell" experiences. They sure seem to be doing a lot of that.

 

[lovethattink]

Without a doubt it would have to be those spending large amounts on packages as opposed to one's like me who are AP and jaunt on over for a couple hours.

 

[BadPinkTink]

Their favorite customer is the first-timer on their one big Disney trip. But they'll take everyone's money.

Totally agree. Its really interesting to look at the marketing for WDW here in Europe. Its totally targeted to the once in a lifetime family visit. These types of people dont know or care about the year on year increases. They will go to a travel agent, get a ball park figure for a 14 day trip and then will book when they have that money, whether its this year or next year. As its such a huge amount of money, they will buy into all the extras and upgrades, most likely they will never spend that amount of money on a holiday again. The flights alone could cost $3000 for 2 parents and 2 children.

Disney are also targeting the American once in a life time family visit. These families are very like the European once in a life time familys.

Then there is the local Florida market. Disney know they need to have these people for the parks on a year round basis. The once in a lifetime familys usually visit in the summer months, so Disney need to target people who will visit any time of the year. This group is probably sub divided into AP holders and non AP holders. They have probally looked at average spend between the two sub groups. They are possibly increasing the AP price as they have found 1. a core group who will continue to buy AP no matter what the price 2. That local non AP holder average spend is higher than AP holder average spend. Therefore they will increase the AP price, to price out the low spenders and transfer then to the non AP holder section.

They are also targeting the repeat customers from States other than Florida. This group are not AP holders but they return year on year. They are most likely not high spenders, so Disney will target them with discounts and offers to increase their visits.

 

[caliope]

I agree with the posters that are saying Disney is targeting a variety of "types" of visitors: the first timers with the once in a lifetime trip; the repeat visitors who want what's familiar but also some new experiences; and the locals. It's hard to say which is the "preferred" customer because they all factor into the bottom line. And for every person who says s/he will never go again because of changes or price increases, there is at least one if not two others to take her/his place. Disney also targets multigenerational visitors in different ways, and this has a positive effect as well.

 

[BadPinkTink]

exactly, a company like Disney does not just target 1 group of people. They will do something like this

Once In A Life Time Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Core AP Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Ambient AP Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Local One Time Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Repeat Local No AP Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Repeat USA Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have

Repeat Rest of World Visitor

• What Are Their Needs / Wants
• What behaviour do they have
• Where are they from
• What are they looking for
• What questions will they have