Disney CFO Said Theme Park Prices Are A Value and Will Continue To Increase in Price

Disney’s CFO, Hugh Johnston, told the world yesterday at the UBS Global Media and Communications Conference that Disney will continue to raise prices on its theme parks.

While people are reconsidering taking Disney vacations because they can’t afford it, Disney is proving once again that they don’t care and only want those with money.

During the presentation, Johnston claimed they were keeping the value pricing the same but raising the “premium” experience cost.

This means that the lower pricing remains, but you might not get to ride much of anything, and they still get paid. If you want to actually ride the E-ticket attractions, you will have to pay more.

What does “value” even mean to Disney? Johnston says,

“We’re delivering more value. Value is what you get as a consumer. Price is what you pay.”

I’m sorry, Disney, but many people feel you are no longer a “value.” People joke that Disney is “Less for More” now.

He continued saying, 

“We have to be smart about pricing, particularly being sensitive to the consumer and the consumer who’s more focused on the value end of the offer. Where we’re delivering more value, we feel comfortable taking more price.”

What is the value?

If it is the new E-ticket attractions, there will be no value. They will be pay to ride.

I don’t think Disney knows what “value” means.

Disney needs the guests they have to pay more money.

There has already been a decline in attendance at the theme parks. However, they keep making money by fleecing the customers they have. Why should they change if it’s working?

Surveys have been proving that guests are not considering Disney a “value” anymore. So using that word as an excuse to raise pricing is going to just raise eyebrows.

This isn’t the first time Johnston said “value” could lead to price increases.

He used the exact same reasoning as to why they can raise pricing on streaming too. During the Q4, end of year, earnings call Hugh also said,

“We certainly look to continue to increase pricing in line with the value that we’re providing to consumers. And a lot of the growth that we’re seeing right now is because of the exceptional content that’s coming out of both the movie and the TV studios that’s obviously our proprietary content. So, that’ll certainly enable us to increase pricing over time.”

Disney is going to continue to creep up pricing, all while gaslighting people into the “value.”

Right now is NOT the time to raise prices. Sadly, as long as enough people are willing to pay, this will continue.

Disney needs to watch out because the “Disney difference” is starting to mean something completely different from its original intention.

What do you think? Comment and let us know!