Marketing Currents - Business and Marketing Current Events

Disney’s $5,000 Star Wars hotel and line-cutting fees: Some fans say the ‘magic’s gone’


Matt Day has spent much of the pandemic indoors with his family watching Disney animated films, moving from “Brave” to “Frozen” to “Moana” to “Encanto.” The 33-year-old senior marketing manager recently started pricing a May family trip to Disney World so his kids, 2 and 4, could experience some movie magic in real life.

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Discussion Questions:

  1. Why do you think people love the Disney brand so much?
  2. How do you think Disney benefits from brand loyalty?
  3. What is pricing?
  4. Why is pricing such an important component of the marketing mix?
  5. What factors might influence the way Disney establishes prices for its products and services?
  6. Why are Disney’s prices on the rise?
  7. Based on information from this story, how are customer’s reacting to Disney’s prices?
  8. In your opinion, how might Disney’s hotel and the introduction of “perks” like a line-cutting fees influence how loyal customers remain to the brand?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.