Bob Iger — Disney’s Brand Is Meant To Be (Financially) Accessible

One of the biggest complaints by Disney fans in the last half dozen years has been the ever-increasing cost of going on a trip to Walt Disney World.

As prices continue to increase year after year, many longtime park visitors felt priced out and taken advantage of.

Visitors to Walt Disney World saw the introduction (and eventual removal) of parking fees, the end of the Magical Express, and the advent of Genie+. All of this, combined with new high-end experiences like the Star Wars Galactic Starcruiser, has left many Disney fans feeling priced out and left behind.

A Change In Philosophy

While former CEO Bob Chapek looked at the increased fees for Disney guests as new revenue streams, returning CEO Bob Iger seems to understand guests’ concerns.

Photo: Chip Somodevilla/Getty Images

“I’ve always believed that Disney was a brand that was meant to be ‘accessible,'” Iger said during a question and answer session today during Morgan Stanley’s Technology, Media and Telecom Conference.

There has certainly been a shift in the public perception of the affordability of Disney. Bob Iger knows that this is a problem.

Star Wars: Galactic Starcruiser

When discussing his future vision for the parks, Iger mentioned that they want to continue to grow while also striving to maintain the brand value of “accessibility.”

The Future Of The Parks

While some longtime park fans have bemoaned the introduction of park reservations, Iger seems to be sticking with the system. The CEO talked about the importance of managing crowds and meeting guests’ expectations.

How exactly Iger will make the parks more financially accessible remains to be seen. He has, however, publicly stated that he will continue to listen to consumers.

Photo: AdWeek

While perhaps not the finite plan for the park’s future that some were hoping for, it is good to see Bob Iger recognize the widespread perception that Disney is pricing out its core base.

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