Last year, Walt Disney World Resort in Orlando frustrated some of its guests after implementing a series of price increases during a time when Disney (DIS) vacations are putting some visitors into debt.
In October, Disney World increased prices for annual passes by between $30 and $100, depending on the pass type, and also hiked prices for food and beverages at several dining locations.
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For example, at Cinderellaâs Royal Table at Magic Kingdom, breakfast for adults increased from $69 to $74; breakfast for children rose from $42 to $45. Dinner at Chef Mickeyâs at Disneyâs Contemporary Resort increased from $66 to $69 for adults and jumped from $41 to $44 for children.
Related: Disney World fans say menu prices at new dining spot are âobsceneâ
Disney World also faced backlash from consumers in October after it revealed menu prices for its Cake Bake Shop Bakery at EPCOT, which included $22 for a slice of cake and $8 for a single scoop of ice cream. Some consumers on social media called the prices “obscene,” and since then, Disney World has lowered prices for a few items on the menu.
Disney World unveils brand-new perk
Now, it appears that Disney World is making it known that it hears consumers loudly and clearly regarding their frustration over high prices for food and beverages.
In a recent announcement, the theme park revealed that it will be offering guests who purchase select vacation packages this year a free dining plan.
The dining plan includes one quick-service meal, one table-service meal and one snack or nonalcoholic beverage per night of stay. It also includes one resort-refillable drink mug.
Guests at the Magic Kingdom break out ponchos at Cinderella Castle as bands of weather from Hurricane Helene move through Walt Disney World in Bay Lake, Florida, on Sept. 26, 2024.
Orlando Sentinel/Getty Images
The perk applies to guests who purchase a non-discounted 3-night, 3-day Disney World vacation package that includes a room and a theme park ticket with a Park Hopper option between Jan. 2 and Feb. 10.
The offer is valid for arrivals between May 27 to June 26, 2025, and July 7 to Aug. 6, 2025.
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âWeâve heard from so many of you who have enjoyed special offers featuring our dining plans in past years, and by popular demand, weâre introducing our latest deal to help you save and enjoy your favorite Disney eats on future 2025 vacations,â said Disney World Communications Manager Victoria Zicari in a blog post announcing the offer.
Disney’s theme parks facing weaker demand
The move from Disney World comes after a survey from LendingTree last year revealed that 24% of consumers have gone into financial debt in order to fund a Disney trip. For consumers who are parents of children younger than 18, that figure increased to 45%.
Consumers in the survey listed unexpected high costs as a major factor that contributed to their debt with 65% claiming that Disneyâs in-park food and beverages cost âsignificantly moreâ than they budgeted for.
Related: Disney flags startling shift in consumer behavior at theme parks
It appears that consumer frustration over Disneyâs high prices may have recently had a negative impact at its theme parks.
In August, Disney warned that during the third quarter, it started to see a âmoderation of consumer demandâ at its theme parks that âexceededâ its previous expectations.
âWhile we are actively monitoring attendance and guest spending and aggressively managing our cost base, we expect Q4 Experiences segment operating income to decline by mid-single digits versus the prior year,â said Disney in its third-quarter earnings report in August.
In Disneyâs fourth-quarter earnings report for 2024, it revealed that its Experiences segment, which includes its theme parks, cruise lines and resorts, faced a 6% year-over-year decline in operating income during the quarter.
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