Let’s Discuss the Future of Disney Cruises

In February 2007, Disney officials boldly announced a new initiative.

As one of the first significant Disney Experiences moves under recently promoted CEO Bob Iger, Disney would expand.

Specifically, the company would double the size of its fleet in the still-young Disney Cruise Line.

At the time, Disney had been sailing the high seas for less than a decade. So, many questioned the need for such quick growth.

When the Disney Fantasy set sail in February 2012, critics idly wondered whether demand would ever match supply.

Now, in the aftermath of the 2024 D23 Expo, history is repeating itself as Disney Cruise Line (DCL) has once again promised to expand.

Let’s discuss the future of Disney cruises, which will barely resemble those early years of DCL.

The Unlikely Cause for Growth

Any discussion of Disney’s cruise ambitions should start with a brief reflection on the recent past.

In March 2016, DCL promised to commission two new ships, which would be the largest ones in the program’s history.

Doing the math here, that announcement occurred just four years after the Disney Fantasy had embarked on its maiden voyage.

So, DCL only had a brief period of operating four cruise ships before management decided to expand again.

That statement alone reflects the seemingly endless demand for Disney cruise experiences.

Alas, the fifth ship in the fleet wouldn’t set sail until a decade after the Disney Fantasy and six years after the announcement.

The cause for the delay was, of course, the COVID-19 pandemic, which dramatically impacted the entire industry.

I was among the many analysts who wondered whether the cruise vacation would ever hold the same appeal in the pandemic’s aftermath.

Meanwhile, DCL had more pressing short-term concerns. Even though the entire business was unable to operate, Disney still needed its ships.

Notably, DCL developed a strong relationship with the shipbuilder and shipyard working on the upcoming vessels.

By this point, Disney had commissioned three ships rather than two, and they would become the Triton class, DCL’s largest vessels.

The problem was that construction delays stymied their progress.

Social distancing requirements made shipbuilding nearly impossible. That’s why Disney took notice of MEYER WERFT.

The German builder somehow delivered the Disney Wish, a flawless state-of-the-art luxury cruise ship, during a pandemic.

Upon its maiden voyage, the Disney Wish immediately became the crown jewel of DCL.

Not coincidentally, Disney developed a strong belief in MEYER WERFT and vice versa.

To an extent, everything we’re about to discuss stems from that relationship.

The Current Expansion

Disney is building the finest ships in the world. That’s a statement of fact, not hyperbole.

As the rest of the cruise industry has struggled mightily during what was an impossible circumstance, Disney made a friend.

DCL executives quickly recognized that MEYER WERFT could build massive luxury ships in a timely manner, even in impossible circumstances.

Conversely, MEYER WERFT found a high-paying, loyal client at a time when the entire industry was in peril.

So, when a different client went bankrupt, something that happened a lot during the pandemic, MEYER WERFT knew who to call.

Due to Disney’s newfound relationship, it stumbled into the deal of a lifetime.

DCL acquired an under-construction cruise ship for $43 million. It had cost the bankrupt company $1.5 billion.

I joke that Disney had a coupon for a 98 percent discount, but that’s more of a fact than a punchline.

MEYER WERFT rewarded Disney for its loyalty and generosity during the pandemic. Now, Disney is following suit.

In December 2024, the Disney Treasure will embark on its maiden voyage.

Then, the ship Disney bought for (two) pennies on the dollar, the Disney Adventure, will set sail for the first time in 2025.

Months later, the Disney Destiny will host its first sailing as well.

Yes, a cruise company that only operated two cruise ships during its first 12 years in business will add three ships over the next 16 months!

Remarkably, Disney is just getting started. When the Disney Destiny launches, DCL will own eight cruise ships.

However, by the end of 2031, that total will reach 13 ships. At this moment, we only have five!

So, Disney Cruise Line will expand by eight ships over the next seven years.

Stating the obvious, the future of Disney Experiences is on the high seas.

Disney’s Recent Announcements

Here’s a headline from 2023 that I never would have believed possible in 2021:

“Disney Cruise Line among the top performers in Disney’s fiscal Q4” – Travel Weekly

While revenge travel behavior was an objectively massive factor in the rise of cruise tourism, something else happened, too.

As Disney parks increased in cost and added some confusing factors like Disney Genie+, some fans reconsidered.

They chose the opportunity to sail across the world while still enjoying the Disney brand and lifestyle.

Thus, Disney Cruise Line went from being landlocked to an explosive growth business anchoring Disney Experiences.

Not coincidentally, when Disney announced its $60 billion expansion plans, Bob Iger returned to his roots.

After once staking his reputation on Disney Cruises in 2007, Iger doubled and tripled down on the concept.

First, he made a big bet in 2016 that wouldn’t start paying off until 2022.

Then, Iger recommitted to DCL as a brand by purchasing the Disney Adventure and signing another new deal.

Disney’s constant business partner, The Oriental Land Company (OLC), recognized the growth opportunity for Disney cruises.

So, Disney licensed the DCL brand to OLC for another upcoming cruise ship, one that has a home port in Japan.

Meanwhile, the Disney Adventure will anchor in Singapore. Soon, the DCL craze will sweep across Asia, just as it has in the Western Hemisphere.

Not content to stop there, Iger has ordered four more ships from MEYER WERFT, thereby cementing that highly productive relationship into the next decade.

The Future of DCL Is Bright

Why is Disney doing this? The company’s CFO, Hugh Johnston, explains the choice in simplest terms:

“The cruise ships tend to pay back very quickly.”

In short, the supply for Disney cruises still hasn’t matched demand after all this time.

People now fantasize about taking Disney cruises every bit as much as visiting the parks.

Therefore, Disney is making a sound business decision to expand the business.

As tourists and Disney fans, we’ll all benefit for the reasons I’ll describe in a companion piece.

MEYER WERFT and Disney officials seemingly mesh perfectly. The two companies marry ship design with the Disney brand.

While the original four DCL ships are all wonderful in their own ways, the Disney Wish has established new standards in design and amenities.

Since DCL and MEYER WERFT officials had so much unexpected free time during the pandemic, they were able to evaluate next-generation tourism.

The Wish’s unique rotational dining experiences, Worlds of Marvel and Arendelle: A Frozen Dining Adventure, represent the start of a new dynasty.

DCL cruises will become Disney theme parks on the ocean. Their lounges, restaurants, and interactive entertainment will grow the brand more.

Disney has taken The Happiest Place on Earth concept and transitioned it to the water, with stunning results.

Soon, DCL will add meticulously themed lounges based on classic attractions like Pirates of the Caribbean and Haunted Mansion.

Even if you’ve never taken a cruise in your life, Disney is planning a future where the onboard experiences entice fans to try. 

You’re going to hear a lot about DCL in the coming years because it’s about to be every bit as important to Disney’s future as the parks.

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