Walt Disney World announced a ticket increase this morning, February 22. As expected, one-day Magic Kingdom tickets are listed at $105, finally breaking the $100 barrier. Prices for the other three parks are set at $97 per day.
Florida resident annual passes are priced at $529, up from $485. Renewing your pass will save you about 15 percent. Other multi-day passes, both Florida resident and general public, saw about the same kind of increase.
Joe Couceiro, former SeaWorld chief marketing officer, said, “The $100 mark has a psychological impact. I’m not sure it’s going to keep people necessarily away, but I think your first impulse is to say, ‘let me see what kind of deal I can get.’”
Bryan Malenius, Disney company spokesman, said, “A day at a Disney park is unlike any other in the world, and there is strong demand for our attractions and entertainment. We continually add new experiences, and many of our guests select multi-day tickets or annual passes which provide great value and additional savings.”
The Orlando Sentinel says that industry experts says the Disney experience is still worth the increased price, considering you get a full day of entertainment for the one fee. Going to a Broadway show for an evening is close to the same price, for just a few hours of entertainment.
Lee Cockerell, former executive vice president of Disney World operations, said, “Value’s really the name of the game. People have got to say it was worth it.”
There haven’t been any announcements made yet, but Universal Orlando and SeaWorld typically raise their prices shortly after Disney does. Universal is currently $96 per day and SeaWorld charges $95.
Scott Smith, assistant professor of hospitality at the University of South Carolina says, “The minute you stop keeping up with the Disney prices, you automatically tell the general public, ‘Hey, we’re not as good as Disney.’”
Disney prices last year were up about 2-5 percent and their U.S. theme parks had record attendance in the last quarter.
News source: Orlando Sentinel
