The magic behind Disney’s cruise expansion

TODAY’S STORY

Disney’s plans to “turbocharge” investment in its Experiences division include a significant investment (~$12Bn) in its cruise business. 

Why cruises? Although Disney represents a tiny portion (~2.5%) of the cruise market, its clear cruises resonate with its avid fanbase, making it a good time to invest in growth. Customer surveys show 82% of Disney cruise passengers plan to take another, which makes it the highest-rated experience in Disney’s Entertainment Division portfolio.

Consumers are also paying more to cruise with Mickey. For comparable trips, Disney commands as much as two times the price of Royal Caribbean, a much larger cruise line.

When there’s no castle nearby, Disney’s cruises bring the magic straight to customers via the sea.

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Kieran & Justin Ryan