Disney’s (already) closing its immersive “Star Wars” hotel as superfans hit their splurging limits
Continental breakfast + lightsaber training… Disney's shutting down its immersive “Star Wars''-themed hotel less than two years after opening it. The high-end stay let fans of the intergalactic franchise to embark on a choose-your-own-adventure experience aboard the Halcyon Starcruiser, and it got rave reviews. The catch: tickets for a two-night stay started at $6K+ for a family of four and nearly $5K for couples. Visitor #s have dwindled, even after Disney began offering discounts to its most loyal customers.
The final frontier: Disney said it would stop accepting guests at the hotel this September and is modifying arrangements for fans who booked stays after the close.
Return of the Bob: The move comes just months after CEO Bob Iger laid out plans to cut Disney’s costs by $5B+ and slash 7K jobs to boost the bottom line.
Not-so-happiest place on Earth… Disney has tested its theme-park fans' budgets by hiking prices to make up for billions in lockdown-era losses. Last year the Mouse House raised admission prices twice, with hikes of up to 14% at Florida’s Magic Kingdom. FYI: nearly a third of Disney's revenue comes from its parks and experiences, which carried the company last quarter with 17% sales growth. But as Mickey merch and admission fees start to break the bank, even some superfans complained.
Magic has a price cap… Disney diehards are known for their loyalty, but even they have limits. In a poll last year, 68% of Disney fans said the parks had “lost their magic.” In March, Iger admitted that price hikes have been "a little too aggressive" and said the company plans to be smarter with pricing. The closure of the “Stars Wars” hotel shows that superfans have a breaking point.