Disney Raises Prices at Its Theme Parks

Disney is hiking theme park pricing to make more money amid downturn in its linear TV business and hurdles in streaming.

At Disneyland in California, the lowest-tier single-day ticket is $104. Disneyland is boosting rates by over 8% to $194 on peak days. Disneyland upped five-day tickets by 16% to $480.

The park also boosted add-on prices. Disneyland's Genie+, which shortens queues, will cost $30 per person, up $5. Park Hopper, which allows consumers visit Disneyland and Disney California Adventure Park in one day, climbed 25% to $75 for five-day passes.

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Disneyland boosted prices for parking, Magic Key yearly passes, and other merchandise. Walt Disney World in Florida hiked parking and yearly pass prices but not date-based passes.

This summer, Disney World attendance dropped as families complained that Disney parks are too pricey. Disney's domestic theme park yearly passes sell out in days for several tiers.

Disney launched limited-time bargains for Disneyland and Disney World children's tickets last week. Analysts claimed such discounts were unlike Disney's previous promotions.

The new pricing changes come as Disney aims to invest $60 billion in its parks and cruises segment over the next decade, double the previous decade.

In August, Disney CEO Bob Iger called parks and experiences a “key growth engine”. Earlier this year, the return-CEO said Disney has always needed to be accessible and “may have been a little bit too aggressive” about cost hikes, especially at its parks. 

The corporation has tried various strategies to reach theme-park fans. Disney World said earlier this year that many tourists will no longer need to make park reservations starting in January. After Covid shutdowns, the resort reopened in 2020 with a reservation policy.

Disney World ended another Covid-era restriction on Wednesday by cutting the 2-p.m. switch-park time for customers with multi-park tickets. That adjustment takes effect in January.

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