Disney Set Sails: Expanding the Magic Across the Sea

“When you wish upon a star // Makes no difference who you are”

This timeless Disney song has inspired countless dreams, but today, Disney isn’t just fulfilling childhood fantasies. Disney is taking the next step to cement itself in the world forever, from dazzling new cruise ships to reshaping its global presence. While rumors swirl and markets shift, Disney remains headstrong, crafting magic on land, at sea and beyond.

The Walt Disney Company has been making dreams come true for the last 100 years. In a recent article, a viral claim was made suggesting that Disney has acquired TikTok for $100 billion. This claim made kids worldwide ecstatic, putting Disney at the center of their minds. The article convinced us that Disney was trying to protect TikTok from a potential U.S. ban while positioning the platform as a key player in its digital portfolio. Unfortunately, this report originated from “Mouse Trap News,” which is synonymous with publishing parody content. After this article gained significant traction, Mouse Trap News disclosed to the public that this was all a hoax.

While TikTok rumors swirled, Disney turned its attention to tangible investments, particularly its cruise line. Chief Executive Bob Iger recently christened the Disney Treasure, the company’s newest cruise ship, during a spectacular ceremony in New York. The Disney Treasure is part of a broader initiative to double Disney’s cruise fleet by 2031, adding seven new ships to its existing six.

This expansion is part of a $60 billion, decade-long investment in the Disney Experiences division, which also oversees theme parks and resorts. With cruises being more popular than ever, surpassing pre-pandemic levels of 31.7 million passengers in 2023 to 29.7 million in 2019, Disney is capitalizing on the growing demand.

The cruise line market is by no means blue ocean, but Disney cruises stand out in a crowded market by blending people’s love and nostalgia for Disney with state-of-the-art amenities. When riding on Disney cruises, passengers can enjoy themed dining experiences inspired by films like Coco and The Aristocats, Broadway-style stage shows and interactive activities for children, such as Star Wars workshops and Marvel hero missions.

Families are usually willing to pay a premium for these magical voyages. A four day cruise to The Bahamas on Disney’s Wish ship starts at $7,692 for a family of four, more than double the cost of a comparable trip on Royal Caribbean. Despite Disney’s price blowing everyone out of the water, what Disney offers resonates deeply with its target audience. When you step onto a Disney ship the perks are endless, there is world-class dining and you and your family can meet what seems like an endless amount of Disney characters.

The Disney cruise line is going global. In 2025, the company will debut the Disney Adventure; the Disney Adventure will be its largest ship yet, with a capacity of 6,700 passengers. The Disney Adventure will operate out of Singapore, and this ship aims to capture travelers from Southeast Asia, including India, Indonesia and Malaysia.

This move aligns with Disney’s strategy to reach new markets where millions of fans lack access to nearby theme parks. By offering cruises that bring Disney magic to their doorstep, the company strengthens its global footprint while diversifying its revenue streams.

Cruising has become a fan favorite in the Disney Experiences division. According to company surveys, 82% of Disney cruise passengers intend to book another trip, making it the highest-rated segment within Disney’s entertainment portfolio. In the fiscal year ending in September 2023, Disney reported a 5% revenue increase in its Experiences division, thanks to the raise in cruise ticket prices. Passenger cruise days, a statistic that measures total passenger activity, rose 14% in 2023, showing a strong demand for more cruise lines. “Given the fact that we are still a relatively small player and we see this strong demand, it’s only natural and actually the best time to invest in this business,” said Thomas Mazloum, head of Disney’s Experiences division.

Disney’s cruise line currently takes up just 5% of the Caribbean market and 2.5% globally, leaving significant room for growth. Unlike their competitors, Royal Caribbean or Carnival, Disney appeals to families and Disney enthusiasts willing to pay a premium for a unique, high-quality experience.

Disney’s decision to invest heavily in its cruise line reflects its ongoing commitment to creating memorable experiences for children and families alike. Whether they are doing this from their themed dining, cutting-edge ships or expanding into new regions, Disney continues to redefine what it means to deliver magic.

Photo Caption: Disney’s cruise ship, Magic

Photo Credit: Unsplash