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A Disney holiday has never been cheap, but there's no denying how much more expensive it's got in the last few years, even taking into account higher inflation. Turns out, CEO Bob Iger agrees. Bob Iger has admitted that the company was "too aggressive" when it came to many of its recent price hikes, perhaps pointing fingers at Bob Chapek's reputation and reign as CEO. Speaking at the recent Morgan Stanley Technology, Media and Telecom Conference, Bob Iger admitted that increasing prices at the theme parks was a mistake.
I've always believed that Disney was a brand that needs to be accessible. In our zeal to grow profits, we may have been a little bit too aggressive about some of our pricing. I think there's a way to continue to grow that business, but be smarter about how we price so that we maintain that brand value of accessibility.
One of the most interesting comments is Iger's desire to improve guest experience by reducing crowds. Bob Chapek attempted to do this by increasing prices so much it prices people out, but it seems that Bob Iger and his teams are currently thinking about other ways to achieve this.
About The Author
Ash Hales is a British Disney Parks writer and the voice behind Mickey From The UK. Based in the South of England, he's been visiting Disney Parks for over three decades and launched Mickey From The UK in 2017 to provide practical, straight-talking advice for British guests - without the American bias.
