I just wrote a blog entry about this. Here's my take, from a marketing and advertising professional:
Disney has increased the price of its park tickets and Annual Passes, effective Sunday, February 12th. The price increase comes as part of a massive overhaul of changes for the park's tickets.
Park Hopper Plus
The biggest change in the eyes of guests is the elimination of the "Water Parks Fun and More" option. The now previously offered ticket allowed guests to visit all four theme parks (Magic Kingdom, EPCOT, Hollywood Studios and Animal Kingdom,) as well as "fun visits" to Blizzard Beach, Typhoon Lagoon, Disney's Oak Trail Golf Course, ESPN Wide World of Sports and select miniature golf courses. Disney now offers a new "Park Hopper Plus" option at an additional cost, which allows access to the previously mentioned "fun visits."
What This Means
You will have to purchase the Park Hopper as a standalone option, but to have use of of the Water Parks option without purchasing a standalone ticket or Annual Pass, you'll be required to purchase the most expensive "Park Hopper Plus" option.
Obviously Disney fans are unhappy about the new additional costs. Many guests often forego the Park Hopper option to save some money during their Disney World vacation. Those who stick to a strict one park per day touring strategy view the Park Hopper as a meaningless addition to their vacation and therefore a senseless cost en route to getting access to the water parks.
But Why?
It's tough to say what brought about this change. Simply put, it's a way to increase revenue. Putting my marketing background to good use, I'd say it's a way to increase foot traffic in the parks. Obviously Hollywood Studios is a park in flux. EPCOT is due for a major change which I assume we'll learn more about at the upcoming
D23. There's been an ongoing, unspoken "theme park wars" between Disney and Universal that is hitting a major crescendo as of late. The jostling for position has led the companies to rethink the parks, improve marketing tactics and strategies, expedite construction of new attractions and find ways to boost business.
By almost forcing guests to purchase a Park Hopper option, Disney is getting guests to spend the extra money, while working a bit of "inception" in making guests want to take advantage of the added option. Guests will look to boost the value of their new expense, adding traffic to the parks, which will ultimately lead to more food, beverage and souvenir sales—which is Disney's main revenue driver.
The "Expiring" Ticket
This one's a bit more confusing. All tickets purchased from February 12, 2017 onward will expire December 31, 2018 with an odd exception being added. If you purchase a 3 to 10 day ticket and have an unused portion, you’ll be able to add on to that ticket.
What This Means
Let's say you have 3 days remaining on a 10-day ticket purchase. Those 3 days usually expire 14 days from first use. With this new option, you can bring your expired ticket with three days remaining on another trip and purchase a ticket of greater value for only the difference in the ticket cost.
So, you’d take the 3 days remaining ticket to the ticket booth on a later trip and then pay the difference to upgrade the ticket to a 3 days or longer ticket.
But Why?
On the surface this is a strange new rule that doesn't make a whole lot of sense. You mean my ticket expires, but doesn't really expire? I think Disney implemented this to push guests to return. In the past, if you had a 5-day ticket in your account and wished to go back for 10 days, you'd have to purchase a 5-day park ticket. That'd cost $400 per person. Now, guests can return and add 5 more days for only $60.
I actually like this move. From a business perspective, it gives guests incentive to return. From an immediate standpoint, the idea that a ticket "expires" at the end of the year will drive guests back. Again, this can increase park guests in 2017, when Disney is still very much under construction. For those unable to return in 2017, the idea that they can add days "at a lower cost" may motivate them to return sooner than later.
Tickets Purchased at Theme Park Window Will Cost More
Simply put, if you walk up to a theme park window, you would pay a higher price than guests who purchase the same ticket from Disney’s online site, app, resorts etc. Advance purchase of a 3 to 10 day ticket from Disney online will cost $20 less than theme park ticket windows.
What This Means
Heading to Disney "on the whim" will now cost more.
But Why?
I'm a huge fan of the show "The Office." One of my favorite episodes is the Valentine's Day episode when Dwight Schrute explains his perfect Valentine's Day:
My perfect Valentine's Day? I'm at home, three cell phones in front of me, fielding desperate calls from people who want to buy one of the fifty restaurant reservations I made over 6 months ago.
It certainly seems like Disney is penalizing those who choose to go to Disney last minute. They probably are. However, there may be a bit of strategy behind the ticket cost. Simply put, Disney views their guests in tiers. DVC members are the biggest spenders and most loyal, so they're given priority. Annual Passholders are next, followed by those staying on property and so on.
It's no coincidence that those who spend the most are viewed as the most important. It's a strategy used in sales and one I used during my internship with a minor league baseball team. Full-season ticket holders were given the most attention, followed by half-season holders, then 20-game holders and so on. The longer Disney can keep you in the park, the more money you're likely to spend. That's why the cost per day drops significantly with the more park days you purchase.
The new pricing strategy works in two ways. Those who spend only one day at the park are either locals looking to get out during the day or those "in the area" who choose to swing by Disney. If you're simply swinging by Disney, you've most likely already worked it into your plans. This strategy is targeting those living in the area. The hope, I believe, is to add an incentive for purchasing Annual Passes or multi-day park tickets. Now, if you're heading for just one day and that's it—all the power to you. But this pricing strategy is to "sell" guests who return a second and third time during the year. Those are the guests who will see the most value in these tickets.
At the end of the day, it's all about revenue. Disney's ultimate goal is to boost revenue and make money. But, let's not forget the brilliant marketing professionals, sociologists, psychologists and more that Disney employs to create these strategies.