Disney as we know is the happiest place on earth, at least for kids. It is also becoming one of the most expensive. Disney Land, Mickey’s west coast location, has raised its single day ticket price over the weekend. Up from $92, the park is now charging $96 for a single day ticket and $150 for a single day park hopper. Disney is a staple for family vacation destinations however, and the parks have been experiencing record levels of attendance despite the continued price hikes over the following years. Profits have been in the double digits every year since 2011, and after spending billions on park upgrades Disney is quickly making its money back.
Disney World in Orlando raised its prices to $99 last February, but it will be interesting to see the consumer reaction when the price breaches the triple digit line. More likely than not though, when that does eventually happen customers will be happy to pay it. Disney has reached an intangible position where the company can almost literally do whatever it wants. Their stock has doubled in price since 2011, totally justifying the 40% increase in Disney Land/California Adventure park hopper pass prices. Though no one wants to pay more to visit a theme park, it is just another sign that life is getting more expensive. Disney has grown into a trusted brand and will only raise the levels of expectation as it continues to raise its admission prices.
