Oops, Disney did it again. Today, the rumored Individual Lightning Lane price increase happened. Currently, Disney is plagued by lower crowds and wait times than usual. So, what does a money-hungry mouse do? Squeeze more money out of the fewer guests they have, claiming that “demand” is somehow causing the price hike.
While it doesn’t sound like a lot, $1-$2 per attraction will add up quickly. Multiply that by the thousands of guests per day, and it ends up being a huge amount of money.
What attractions will see a Lightning Lane price increase?
There are four attractions at three theme parks.
Magic Kingdom:
TRON Lightcycle Run – $22 per person (previously $21.)
Seven Dwarfs Mine Train – $14 per person (previously $12.)
EPCOT:
Guardians of the Galaxy: Cosmic Rewind – $19 per person (previously $18.)
Disney’s Animal Kingdom:
Avatar Flight of Passage – $18 per person (previously $17.)
Price changes should start sometime on or near October 18, 2024.
Disney already announced that they expected the theme parks to take an attendance hit for a few quarters. It seems they are trying to raise prices on guests to try and offset losses. Previously, it was claimed that “demand” would dictate price increases for Lightning Lane add-ons, but if the crowds are down, how is there more demand?
Right now, this is not a good look for Disney.
Consumer opinion of the company has already been dropping, and many are beginning to feel that the “Disney difference” is less for more.
-The recent attempt to avoid a court hearing over a wrongful death lawsuit by saying those who use Disney+ or the theme park app agree to arbitration only if there is a legal dispute.
-They announced that they plan to replace Tom Sawyer Island and fill in the Rivers of America at the Magic Kingdom to create a “Cars” area.
-News that Disney may cost the Orange County schools millions of dollars to get out of paying taxes on the very brand name they use to upcharge customers.
These things do not win over their consumer base or make the Walt Disney Company or the Disney brand seem like a good choice.
I’m sure as attendance drops, we will hear that spending per customer is up. How long until most people can’t even afford to go?
What do you think? Comment and let us know!
Pirates & Princesses (TM) (Stylized as PNP) is an independent, opinionated News and Information site focused on Travel, Entertainment, Fashion, the “Geek Girl” Lifestyle, and more. We focus heavily on Walt Disney World, Disneyland, Universal Orlando Resort, and other themed entertainment and travel destinations. Our news staff includes former theme park and entertainment industry employees, journalists and dedicated pop culture and theme park enthusiasts. Opinions expressed by contributors do not necessarily reflect the views of this site, our affiliates or our sponsors.