As the Disney Treasure Prepares to Set Sail, Josh D’Amaro Previews the Future of the Disney Cruise Line
A new chapter in Disney Cruise Line history began last week with the christening of the Disney Treasure in New York City.
The incredible ceremony was full of music, magic, and even an awe-inspiring drone show. As Disney prepares for the Treasure to set sail on December 21, it is clear that the company is in a mood to celebrate.
More than just adding another vessel to the Disney Cruise Line fleet, the launch of the Disney Treasure will kick off a massive era of expansion for the cruise line, which will see seven additional ships added to its fleet over the next seven years.
Just three short years ago, many wondered if the cruise line industry would ever recover from the COVID-19 pandemic. Now, it looks like clear sailing for Disney.
The Importance of the Disney Cruise Line
In a recent interview with Forbes ahead of the Disney Treasure’s christening, Disney Experiences Chairman Josh D’Amaro discussed Disney’s broader impact on the cruise line industry.
Photo: The Walt Disney Company. Josh D’Amaro (Chairman; Disney Parks, Experiences and Products)
“We introduced the cruise line in 1998 and we essentially created the family cruising space. And we know that because four in every 10 guests that cruise with us today, they say the only reason they’re cruising at all is because Disney is in the space,” he said.
“We also realized very quickly that these ships are brand ambassadors for us. We can tell the most unbelievable, detailed stories with all of our fantastic IP and when guests experience it, they leave the ships and say we are coming back again.”
Photo: Disney
Like the theme park industry before it, Disney has redefined what a cruise is for millions of guests. Just twenty-six years after launching the Disney Crusie Line, the company has cultivated a dedicated fanbase eagerly awaiting its next Disney cruise.
Ambassadors of the Brand
While it is perhaps unsurprising that Disney fans were willing to follow the company to sea, the Disney Cruise Line has carved out a name for itself in the broader cruise line industry and helped introduce the company to new markets.
Disney Wonder Deck Pool
To that end, D’Amaro views the ships as ambassadors of the Disney brand.
“We know that our stories resonate on a global basis. We also know we don’t have theme parks in every single market in the world,” he explained.
Expansion Into Asia
With that in mind, Disney has major plans for expansion in Asia. The first test will be the launch of the Disney Adventure, which will sail out of Singapore.
“We think we have a huge opportunity in Singapore. There are 3.5 billion households in [the area], and we know that there are about 300 million income-qualified families that we can bring into cruising because our ship and all of our stories are there,” D’Amaro explained.
Photo: Disney
Subsequently, Disney plans to partner with the Oriental Land Company (OLC) to bring year-round Disney cruise vacations to Japan.
“Disney Cruise Line has ambitious plans to bring family vacations and Disney storytelling to more guests around the world than ever before,” Josh D’Amaro, said when announcing the new endeavor earlier this year.
“We are thrilled to continue the success of this expansion as we collaborate with Oriental Land Co. to introduce another distinctly Disney vacation experience to families and fans in Japan.”
Photo: Disney via Nikkei Asia
Notably, the new yet-unnamed cruise ship will be operated by OLC and based in Japan.
Smooth Sailing Ahead
Looking ahead, D’Amaro believes the best is yet to come for the Disney Cruise Line. When asked what he is most looking forward to, however, the Disney executive admitted that it was sharing the new experiences with fans.
Photo: Disney
“One of my favorite things to do, whether that’s on the Disney Treasure or in any one of our theme parks, is to walk with our guests and see them react to the amazing things that we’ve created. That’s what I’m most looking forward to.”
