What can DCL do to make their pricing "worth it"?

[squirk]

This is a genuine question, not a sarcastic jibe.

Lots of threads and posts about how DCL is pricing itself out of the market, and how the competitors, while lacking the Disney brand, still offer a lot of value for a lot less money than DCL.

If we presume that DCL will never get into a price war with RCCL, NCL or Carnival for "family market" dollars (meaning they will never drop their base fares substantially, if at all), what can they do to make the hefty DCL premium "worth it"?

Is it more discounts for off-season cruises?
Is it more "bells and whistles" on the ships (along the lines of AquaDuck, Midship Detective Agency, etc.)?
Is it more "specialty" cruises (e.g., Star Wars Day at Sea)?
Is it more variety in itineraries/ports of call?
Is it more ships, meaning more departure ports that are more convenient and cheaper to get to?
Is it improving the service on the ships to really be a cut above competitors' service?
Is it better perks and/or faster advancement in Castaway Club?
Is it more OBC when rebooking?

Just curious as to what your thoughts are.

 

[CrawfordMomof2]

I'm interested to see what others opinions are on this. We are sailing in October, and when I compared prices with the other lines it was definately more, but I personally didn't think it was that huge of a difference. I also didn't see the double or triple fare prices others have stated they have seen compared to other cruise lines.

 

[CampbellzSoup]

I don't know what it can do outside of the world class entertainment you receive and characters it literally has become just like every other cruise line....only super expensive.

 

[smiths02]

I'm interested to see what others opinions are on this. We are sailing in October, and when I compared prices with the other lines it was definately more, but I personally didn't think it was that huge of a difference. I also didn't see the double or triple fare prices others have stated they have seen compared to other cruise lines.

In June, I see the double fares.
However, we are a family of 5, so the need to have only one room on DCL vs. a suite or multiple rooms on other cruises can help (but then 5 of us are in one room).

When I compare booking with my in-laws, so we would need 2 rooms for 7 people whichever cruise line we choose...the other lines come out MUCH cheaper.

 

[Garyjames220]

Worth it just for the mouse though and that Disney buzz

 

[smiths02]

I'm not sure what they could do. We are only considering it because we love Disney characters, the kids clubs seem to have an edge over other lines (?), and we *trust* the Disney brand-maybe we shouldn't but we feel safer but we do. I don't think I'd ever talk my in-laws into a Carnival cruise.

 

[FairestOfThemAll37]

In my mind they would have to make themselves into the luxury line that they pretend to be which to me means:

Really stepping up the service-service on DCL is really akin to other main stream cruise lines and way below some of them.

Better food-same as above DCL isn't a stand out to me in the food department. It's edible, but nothing special. Every cruise line out there will take most requests for specia food so this doesn't put Disney above for me.

Offer in stateroom MDR menu ordering during dining hours-this is a suite perk of many lines and I think for DCL prices would make it a standout.


Better itineraries for sure

Better wine/beer selections

 

[turtle27]

More/different itineraries
stop taking away benefits (mickey mail and on board alcohol policy)
change up the shows a bit more often (they are ALL dated)
make sure rooms and service really are that 3 cuts above everyone else, not just marginally better
more benefits for repeat cruisers, to quote DCL back at them, "more in line" with other cruise lines.
better food quality, that too seemed to have gone down in the last decade.

 

[Tonka's Skipper]

While I always love to see a better price, The DCL cruises are *Worth it*. The Disney magic and pixie dust, the classic art deco and Nuvo vessels, excellent service and entertainment, make it very much
*worth it*

 

[erocrobro]

I think they need more activities for kids/teens outside of the club. We are switching to NCL in May because my kids want to do things like the rock wall, ropes course, zip line, and water slides. They go to the clubs and have fun there, but don't want to be inside all the time.

 

[ahain]

Just a few ideas.....
I would love to see greater variety of itineraries, and more discounted fares offered - at least in the off-season - for EVERYone (not just military or FLR) or maybe special rates (like the FLR rates) offered to golds/platinums as a loyalty reward. I would also like to see coke free-style machines & free popcorn for the movies & shows. I would like to see them offer multiple showings of all movies on a given cruise...seems like many movies we've wanted to watch were only showing at the same time as the evening shows, or when we were heading off the ship for port adventures. It might be fun for them to add a large-ish movie screen somewhere in the adult area that would show late-night screenings of current moves for adults.

 

[zymurgy1999]

If they added a casino I suspect strongly that prices would stabilize and could possibly go down. Do not underestimate the revenue generated by the other cruise lines in their casinos. Without the casinos they have to make up that revenue elsewhere.

They have clearly decided that raising prices and the anticipated increase in revenue from on-board alcohol sales with the new policy will keep their revenues in a place where their shareholders are happy. Another option is to cross-commercialize, adding specialty restaurants under a different flag (Johnny Rockets, i.e.) or adding a Starbucks, but they have been very reluctant to let any other brands onto their ships. This is bottom line driven, plain and simple. If any other company acted in this way, phasing out the ability of the middle class to afford a brand that claims to be "for the people" there would be outrage, but Disney has brilliantly positioned themselves to be immune from criticism in this area. Disney is an expert in separating people from their money, handing over hard earned dollars without even thinking twice about it. This is one of the strongest stocks on the exchanges and there is a very good reason for that. This is a well oiled machine, not too dissimilar to Standard Oil of the past. This is not your parent's and grandparent's Walt Disney.

 

[jrabbit]

In my mind they would have to make themselves into the luxury line that they pretend to be which to me means:

Really stepping up the service-service on DCL is really akin to other main stream cruise lines and way below some of them.

...

So are you ready to give up your shorts, tee shirts and flip flops in the MDR's for Dinner? Most are not (unfortunately). It seems like a lot of people want a QE2 experience with Carnival Dress Code and Prices (again unfortunately).

 

[momof2n2]

I'm afraid that after our upcoming NCL cruise it will only be my youngest who want to go back to DCL.
I really want to try the Fantasy. Really, really. But NCL was half the price (actually just a tad less than half the price) for the week we looked at next year.
I'm afraid DCL really couldn't offer ANYTHING that would get me to go to that double cost. Well, it would take more than a rock climbing wall....
Maybe two days at CC.
(I do like dressing up though. I'm with you on that FairestOfThemAll37.)

 

[darkwing818]

So are you ready to give up your shorts, tee shirts and flip flops in the MDR's for Dinner? Most are not (unfortunately). It seems like a lot of people want a QE2 experience with Carnival Dress Code and Prices (again unfortunately).

So true.....

 

[momof2n2]

If any other company acted in this way, phasing out the ability of the middle class to afford a brand that claims to be "for the people" there would be outrage, but Disney has brilliantly positioned themselves to be immune from criticism in this area. Disney is an expert in separating people from their money, handing over hard earned dollars without even thinking twice about it.

This for sure. On land AND by sea...

 

[jrabbit]

... This is bottom line driven, plain and simple. If any other company acted in this way, phasing out the ability of the middle class to afford a brand that claims to be "for the people" there would be outrage, but Disney has brilliantly positioned themselves to be immune from criticism in this area. Disney is an expert in separating people from their money, handing over hard earned dollars without even thinking twice about it. This is one of the strongest stocks on the exchanges and there is a very good reason for that. This is a well oiled machine, not too dissimilar to Standard Oil of the past. This is not your parent's and grandparent's Walt Disney.

Disney has "upset" a bunch of it's customers at the Parks and on DCL. But they have NOT found the price point yet on either front to even marginally have a NEGATIVE impact their revenue and bottom line. It sounds like they might have finally reached that point with ESPN. Parks and DCL still have a ways to go before prices stabilize. Supply and Demand - it's been the Parks and DCL way of continuing to increase prices while decreasing service. That's why I think it's highly unlikely that DCL adds any new ships anytime soon. More ships, more rooms, leads to lower prices just to try to get people on the older ships. So only 4 ships and 6 (I think) park locations around the world for the time being.

 

[squirk]

If any other company acted in this way, phasing out the ability of the middle class to afford a brand that claims to be "for the people" there would be outrage, but Disney has brilliantly positioned themselves to be immune from criticism in this area. Disney is an expert in separating people from their money, handing over hard earned dollars without even thinking twice about it. This is one of the strongest stocks on the exchanges and there is a very good reason for that. This is a well oiled machine, not too dissimilar to Standard Oil of the past. This is not your parent's and grandparent's Walt Disney.

Yes, they do have it down to a science, don't they? But even the largest and most profitable of companies can get greedy and stupid, and ruin that well-oiled machine by trying to squeeze out even more profit.

 

[MunFam]

As @FairestOfThemAll37 mentioned, I want to see Disney quit pretending to be a luxury or premium cruise line that offers an average product. If you remove a few people in costumes, I mean, really...you are left with an overpriced run of the mill cruise line at this point. If DCL wants to have a competitive market edge over the other lines, I feel that it would need to:

-increase the quality of in room items such as bed linens, multiple pillow offerings, bath products etc.

-increase the quality and offerings of the MDR and other dining options, especially on the longer cruises. 14 days of hot dogs, burgers and chicken sandwiches at the pool got old real fast. I found myself getting a bowl of chili and making chili dogs/fries etc. They also NEED more salad offerings. One specialty salad per day in the MDR for lunch is crazy.

-promote service again. I feel like their on board customer service was average and very "tip oriented". The people that were trying to earn a tip from you went above and beyond...other than that...meh. (example: eating lunch in the buffet, if your dining team was not there, forget getting any assistance with anything). I also noticed that staff throughout the ship would make eye contact but would not say hello. I was always saying hello first. Perhaps, it is because I was trained at a AAA 5 diamond property in college, so its just what I know/expect, but if they want to sell a "premium product" I feel they should meet that criteria...honestly, DCL might only get a 2 diamond...and well, 2 diamonds are not premium priced for sure!

-increase the on board activity options and provide them at different times on different days. If your kid naps every day from noon to 2 and every day at 1 is towel folding, you lose.

I would like to see them continue the cold towels and waters in port at the dock. That was a high end touch and made me feel "value" in my cruise. I also want to see sodas continue to be included as well as the BYOB liquor policy reviewed. What if you don't drink beer or wine? Or want to buy wine on board and carry on liquor?

 

[ST1TCH]

I would have to agree with a PP that they would need to provide practically concierge level service to all customers to justify the price difference. My wife and I are huge Disney fans ever since we were young, but if it weren't for last minute VGT pricing for the cruises out of Galveston (1hr from home), we wouldn't take a DCL cruise for the prices they charge. If it's so vitally important to have the characters, etc...I would hazard a guess that with the $$ you save by cruising with another line, you could spring for a trip to the parks.