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We’re big fans of discounts over here at Chip and Co, so we were disappointed to hear that Disney plans on weaning the public off of them in the very near future. The company announced Tuesday that it is
“determined and confident that we can take our pricing back to normalized levels,” Walt Disney Co. Chief Financial Officer Jay Rasulo said during a conference call with stock analysts.”
While recent discounts have kept resort beds full and people in the parks, revenue is still down. Nonetheless, it appears that Disney is willing to take a short term hit on attendance in order to wean the public off discounts. This, in turn, is expected to gradually increase park revenues, the idea being that fewer people in the parks paying full price is better than more people paying the deep discounts we’ve seen in recent years. Says Disney President and CEO Box Iger,
“We made a decision to reduce the size of the discount. In doing so, we were pretty certain, short-term, that was going to reduce volume,” adding however, that bookings have very recently begun to accelerate, suggesting, he said, “It’s possible that we’re starting to see signs that the consumers are starting to look past” discounts.
One thing I’m wondering is whether or not pin codes (discount codes sent via email that are specific to the individual), bounce back offers, and annual pass discounts will gain in importance as general public discounts are reduced, or will these also become a thing of the past? I certainly would be more willing to buy an annual pass if I knew I could count on an AP discount, which at this point isn’t any better than the general public discounts that are out there right now. What do you think? Will a lack of discounts keep you out of the parks?
Source: The Daily Disney.
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