Is Disney positioning itself to truly be a haven for childless millennials?

[MakiraMarlena]

I hope so. I'm a bit old for millenial though

 

[Schneewittchen37]

Any post that uses generalised generational references always creates controversy and arguing, because people are quite rightly not all a stereotype of their “group”!
I agree that Disney is pricing people out, but they are certainly not moving away from families as their target. Very few additions are adult-focused, and even things like the adult-only pool in Aulani have been removed, so child-free does not seem to be the target market.

Maybe the target demographic is nouveau riche?

 

[tony67]

This is not the first time Disney has done this around 2000 they were targeting a similar demographic - retired folks and people without kids - they had much better food and wine was a focus - they they switched to the DDP model

Id like to see it meet somewhere in the middle - I really enjoyed it back then - the thing is many of those demographics wont accept the average food at an inflated price - so unless they change that I dont see it working

 

[sponica]

I don't think it's a diabolical plot as much as it is they ARE trying to recover from a global shutdown...while also having problems hiring (like any person facing industry right now). It's hard to do character meet and greets when you can't find enough "friends". And Cheapek is just Cheapek, I'll just ride out the wave and see what happens.

 

[Sinder]

I disagree. I work in marketing and have a BA in Marketing and the classification of generations is an industry standard measurement when creating customer profiles. The amount of income is also used in creating customer profiles. There are many factors used when creating customer profiles.

Ok, who exactly do you think they are targeting?

 

[BrianL]

This is not the first time Disney has done this around 2000 they were targeting a similar demographic - retired folks and people without kids - they had much better food and wine was a focus - they they switched to the DDP model

Id like to see it meet somewhere in the middle - I really enjoyed it back then - the thing is many of those demographics wont accept the average food at an inflated price - so unless they change that I dont see it working

I think it's true that is it cyclical. This is just a moment in the grand scheme of things - it'll come around. The one constant is change!

 

[nickg420]

We are a Gen X family of 4 and have been APs for awhile and go about every other month on average. We reside in Georgia, but bought a second home in Florida on the Gulf Coast and while the Florida resident discounts were not the deciding factor of that purchase it certainly didn't hurt.

I think for everyone it just comes down to determining the value cost for everything. Is it worth it to pay X amount of dollars for whatever convenience or experience?

While we are in no way "rich" we do pretty well for ourselves. That said, there are just things I would never pay the "Disney tax" for. For example ~$400 for my family to have a guaranteed spot to see fireworks? Probably not...

Extra money to not stand in line for a popular attraction we HAVE to ride? Maybe....

 

[Rm4OneMore]

I'm not sure about the generational argument but I do feel that in the early to mid 00's, Disney really priced itself for the middle class family. Over the past few years, it seems they have redirected their attention to the upper middle class & upper class. If their bottom line changes decreases, they'll change their target audience again.

 

[Schneewittchen37]

This is not the first time Disney has done this around 2000 they were targeting a similar demographic - retired folks and people without kids - they had much better food and wine was a focus - they they switched to the DDP model

Id like to see it meet somewhere in the middle - I really enjoyed it back then - the thing is many of those demographics wont accept the average food at an inflated price - so unless they change that I dont see it working

I think you're right about this. My old boss is a foodie boomer. For years in the early 2000's he'd go to WDW several times a year. They had APs. Always stayed in deluxe or dvc hotels. Always raved about the signature restaurants. Victoria & Albert's, etc.

During a work trip once, he took me and several of my colleagues out to dinner at Sanaa. (Edit: wrong restaurant)

I think he stopped going about 4 or 5 years ago when it seemed like some things started slipping/changing.

 

[sponica]

I think it's true that is it cyclical. This is just a moment in the grand scheme of things - it'll come around. The one constant is change!

And unlike previous economic collapses, they don't need to run a zillion discounts to get people to travel....I booked my April 2022 reservation in March 2021, and that week at my hotel is sold out.

 

[BrianL]

Also, I think we have to look at the audiences here. Traditionally, most families would want to go to Disney at least once, and they might, but that would be that. They weren't necessarily the Disney Superfans that you find here. Over time, more kids got to go, and it created that love, that nostalgia for it. They want to bring their kids and relive their childhood, going more frequently. Now we have trained a couple generations of serious fans - so that age group just happens to be where the most intense fandom lies right now. It will only beget more future Disney fans.

 

[tony67]

Im thinking another factor in all this is that people really cant travel outside the US or are choosing not to do so and that may not recover for a while.
Makes sense for Disney to try and bring those folks in and get the money they would have spent.

I've spent quite a lot of time in Central Europe the last 10 or so years and I'm always surprised at just how many American I see there with families.

For the most part a Disney vacation will cost more - so they really need to up there game to get that crowd

 

[BadPinkTink]

Ok, who exactly do you think they are targeting?

Just so people know
Generation X = People born 1961 to 1981
Generation Y / Millennials = People born 1981 to 1996
Generation Z = People born 1996 to now

And YES these are the people that Disney is targeting.

People whose financial situation has benefitted from Covid who now have more disposable income
People whose professional life is not the traditional 9 to 5 Monday to Friday in the same building
Digital Nomads
Double Income No Kids

These are the new types of people that Disney is targeting.

I already said who they are targeting

 

[tony67]

I think you're right about this. My old boss is a foodie boomer. For years in the early 2000's he'd go to WDW several times a year. They had APs. Always stayed in deluxe or dvc hotels. Always raved about the signature restaurants. Victoria & Albert's, etc.

During a work trip once, he took me and several of my colleagues out to dinner at Sanaa. (Edit: wrong restaurant)

I think he stopped going about 4 or 5 years ago when it seemed like some things started slipping/changing.

That sounds pretty much like me, but GenX - Ill be going back fore the first time in many years - mainly because I hear the crowds are so low and I want to check things out.

 

[nickg420]

Personally I think Disney for us is just convenient. I mean don't get me wrong, we are a Disney family 100% and Star Wars super fans. However, I think it's much easier to put my kids in a car for ~7 hours and head to Disney than it would be to subject them to being on a plane for 7 hours to fly to a European country and explore a bunch of stuff that mom and dad may find amazing, but they really don't care about.

We are planning trips to Iceland and Scotland in the near future though so we will se how those trips go.

 

[Colson39]

That sounds pretty much like me, but GenX - Ill be going back fore the first time in many years - mainly because I hear the crowds are so low and I want to check things out.

FYI we are going to Epcot this Saturday for F&W and I just saw that both Friday AND Saturday for Epcot there are no reservations available. I was hoping for low crowds but it looks like the word is out and it's caused a spike (at least for Epcot).

Edit: Found out that Friday is DVC Remy preview and Saturday is AP Remy preview, so the park itself might not actually be that bad since quite a few of those guests won't be sticking around or will mainly be hovering around that area (I hope lol)

 

[Sinder]

I already said who they are targeting

So people with money, like I said. I don't even have a BS in marketing, imagine that!

 

[sdk1231]

Just so people know
Generation X = People born 1961 to 1981
Generation Y / Millennials = People born 1981 to 1996
Generation Z = People born 1996 to now

And YES these are the people that Disney is targeting.

People whose financial situation has benefitted from Covid who now have more disposable income
People whose professional life is not the traditional 9 to 5 Monday to Friday in the same building
Digital Nomads
Double Income No Kids

These are the new types of people that Disney is targeting.

Not to quibble, I get your point. But I always thought:
Boomer 1946-1964
Gen X 1965-1980

 

[BadPinkTink]

Not to quibble, I get your point. But I always thought:
Boomer 1946-1964
Gen X 1965-1980

It depends on which source you use for information, there is a variance of 1 or 2 years in the various generation classifications

 

[MakiraMarlena]

I agree that I usually go to Europe or cruises multiple times a year. None of that last year, or this year. There's the possibility, however small, of testing positive and being stuck in another country, and my employer would not be so understanding. WDW is easy, so it's there that I go.