On November 20, 2022, Disney fans were in for a shock when the news broke that the board had ousted Bob Chapek as CEO and brought back Bob Iger, just two years after his retirement. Social media lit up instantly, and you could even hear cheers from guests inside Disneyland who were getting the news in real-time. For many, this felt like the moment they’d been waiting for.
Bob Chapek’s time as CEO had been rough, to say the least. He became known for raising prices, cutting back on perks that used to be standard for Disney Park vacations, and mishandling the growth of Disney+. And let’s not forget the string of box office duds that didn’t help his case either. So, when the board announced Iger’s return, fans were ecstatic. Iger had a legacy of growth and creativity, and people were hopeful that this was the start of Disney getting its magic back.
As someone who admired Bob Iger’s transformative early years at Disney, one has to wonder—where is that bold leader now? Gone are the days of high-stakes but hugely successful acquisitions like Marvel and Star Wars. And what happened to the grand expansions that gave us Hong Kong Disneyland and Shanghai Disneyland? Sure, we’re getting exciting projects like the Villain’s Land at Magic Kingdom and other cool additions, but nothing that feels as groundbreaking as before.
It raises the question: why does Bob Iger’s current approach feel more like Bob Chapek’s? Disney fans, especially park enthusiasts, might have hoped Iger’s return would signal a rollback of the relentless price hikes and nickel-and-diming. Yet, instead of reversing course, he seems to be doubling down—introducing the Premier Pass for Lightning Lane and steadily increasing the cost of nearly every aspect of a Disney park visit, such as Annual Passes, theme park ticket prices, and more.
What I find perplexing is that upon his grand return to the company, Bob Iger stated, “I think in our zeal to grow profits, we may have been a little bit too aggressive about some of our pricing.” So why, then, is he and the company still pursuing such aggressive pricing strategies? It hardly feels like anything has changed when events like Mickey’s Very Merry Christmas Party now cost $229 per person per night in 2024, compared to a maximum of $130 just a few years ago, with some nights even as low as $95. This pricing trend is just one example of a broader pattern across the company.
Don’t get me wrong; I understand that prices naturally increase over time—that’s a reality of our world. However, at these levels, it feels unsustainable. How much longer will those who once revered Bob Iger for his creative brilliance and bold initiatives continue to do so when visiting the parks becomes unaffordable? It’s not just that prices keep climbing; essential services and amenities, like the discontinuation of Disney Magical Express, are disappearing, and Iger has done nothing to replace them or bring them back. The product being offered provides less value, yet Iger and his executives seem to want more. This echoes many of the frustrations fans had with Chapek’s leadership.
It’s disappointing that Disney fans held a glimmer of hope that Iger’s return would herald a new era for the company, only to realize that perhaps Chapek wouldn’t have approached things much differently.
