During the recent 58 minute Walt Disney Q2 2021 earnings call, one interesting thing mentioned was Annual Pass Program ending at Disneyland and hints at what the future may hold. Read more and let me know what you think!
Bob Chapek, Chief Executive Officer, noted their recent shift to improve operations through technology and new ticketing strategies. One thing implemented was the decision to end the annual pass program at Disneyland. Bob Chapek then went on to discuss, A Park loyalty program”. Read what the Chief Executive Officer had to say on this topic below.
Bob Chapek Talks About A Modern Version Of A Park Loyalty Program:
“And that gives us a chance to sort of create a modern version of A Park loyalty program, an affinity program that isn’t necessarily governed by legacy. And as you know, the net contribution back to the company varies tremendously and was one of the levers that we use to grow yield over the past several years, depending on what type of ticketing structure or a particular guest came in. With the ability now for us to sort of completely reconsider how we go about our loyalty programs and our frequent visitor programs, we have the chance to make even more advancements, not only in terms of the guest experience and make sure that guests have a tremendous experience no matter what day of the year they come, whether it’s a high-demand day or a relatively low demand day…”
“But I don’t think we’ve even scratched the surface in terms of what we can do when we finally restart with some of our programs in terms of making sure, again, that not only do we improve the guest experience, but at the same time, get an adequate return to our shareholders for the type of experience that we do give to our guests.”
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