Disney parks tech upgrades make visiting more convenient

In 2013, Disney has change all the theme park experience by introducing the “My Disney Experience” mobile/online app and bracelets called “Magic Bands”. This new technology introduced, has help Disney to gain even more recognition and loyalty from its customers, as to improve the whole theme park experience. Being part of the digital Disney’s world has maximized in a great way the customer’s benefits along their visit and at the same time has helped Disney grow as a brand and improve its branding. “My Disney Experience” app allows hotel guests to reserve in advance their fast-passes and schedule them at certain hours, even days before their arrival to the park. The magic part of the bracelets would be that visitors can use it as their hotel room key, credit/debit card to pay in all establishments at Walt Disney World Resorts (souvenirs shops, restaurants, snack bars, etc.) and as it wasn't enough its a personalized item that includes customer’s name and favorite color. Some other benefits that customers get when they acquire this digital experience would be the easiness to use their mobile phones to know in real time the waiting time in line of each ride and roller coaster in every park and to reserve, order and pay their food in Disney restaurants. The mobile app also includes theme park’s maps and the possibility to skip the check in and out line at the hotels.

            Disney, by applying this technology to their experience does not only brought a better service experience for its clients but a stronger CRM for them too. The ability to collect personal data of each customer is way easier with them purchasing the magic bands, as they ask even the visitors’ birthdays for their database. Disney is not only recognized for the whole experience they offer but mainly for its customer loyalty and its continuous update in technology that has helped enhance its branding.

            Disney, having noticed the good rewards and reviews people make about their new technology, are considering applying it in a future for their transports all around the theme parks. We think that having this in mind the good word-of-mouth that Disney have earned through all these years it would become even better as they follow this type of digital trends. Most of the visitors have considered what they’ve paid for their Disney entrance tickets is worth it but this has helped them as making that expense one of their best. We´ve considered this not only an increase for Disney’s income but a huge rise in customer’s loyalty using it also as an excellent digital marketing strategy.

Posted by: Michelle, José Pablo & Mauricio

Source: Levine, A. (2018). Disney parks tech upgrades make visiting more convenient. March 5th, 2018, de USA Today. Retreived from: https://www.usatoday.com/story/travel/experience/america/theme-parks/2018/02/27/disney-parks-magicbands-fastpasses-app/374588002/