Disney is considering introducing a membership program similar to Amazon Prime to drive spending at the parks, resorts, and boost sales of its products and services

Aug 31, 2022 in "The Walt Disney Company"

Posted: Wednesday August 31, 2022 5:40pm ET by WDWMAGIC Staff

The Wall Street Journal is reporting that Disney is exploring the possibility of an Amazon Prime-style membership program to drive sales across all company divisions.

According to the WSJ report, which cites inside sources, the Disney membership service has the backing of CEO Bob Chapek.

In a statement to WSJ, Disney's Chief Communications Officer Kristin Schake said, "Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests. A membership program is just one of the exciting ideas that is being explored."

It isn't difficult to imagine a "Disney Prime" type of service. Disney+ subscriptions, movie screenings, theme park visits, resort hotel stays, cruises, runDisney events, Disney Visa, and DVC membership could all be part of the service with varying discounts and benefits. Using membership behavior and trends, Disney could quickly build profiles of its members to understand their preferences better and tailor the offerings to fit them.

Would you purchase an annual Disney subscription to offer discounts and perks across the entire company's offerings? Let us know in the comments.

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Notes from NeverlandSep 28, 2022

An updated membership/reward program could make a lot of sense. Especially for Disney Cruise Line. The Castaway Club is so outdated and underwhelming, and really doesn't make any sense. Something that reflects money spent would work far better on DCL than the odd total trip system.

pdude81Sep 28, 2022

And when do these rolling points expire? By the time you can weekend in a 2BR the first ones would be gone already.

Chip ChippersonSep 28, 2022

Plus, what's anyone really going to do with 12 points/year? 1 night in a deluxe studio during the low season at certain resorts? Hardly worth it, even as a "perk."

nickysSep 28, 2022

But DVC is a timeshare and has to conform to timeshare laws. And even if people are given 1 point per month, that’s a contract and then that minimum has to apply to everyone buying in. Plus the dues will have to be paid! So at the end of your year of premium membership for which you paid the earth for, you now owe them another $85. Cannot and will not happen.

Cesar R MSep 28, 2022

I wonder actually how much are they losing in merchandise sales. People have a budget and if the basics are above.. pretty sure they will only force people to buy cheaper stuff or even stop altogether.

Cesar R MSep 28, 2022

Let's say you have a very large monthly subscription. 1500$ usd or more a month for the "premium platinum" whatever you think of. Apart from having annual pass, you get like 1 point of DVC points per month. Literally transforming the DVC program into subscription mode.

_calebSep 16, 2022

NEW New Fantasyland attraction:

Chip ChippersonSep 16, 2022

Princess Funeral After Hours events?

_calebSep 16, 2022

I just want the WDW Today Channel and Must-Do Disney (or whatever the new version of this is) on Disney+.

Epcot82GuySep 16, 2022

Even worse. It's Big Brother Bobby then using that information to manipulate you into doing what is most desirable and profitable to him, often without you even knowing.

aladdin2007Sep 16, 2022

sad but true no doubt

RoakorSep 16, 2022

Its "Big Brother" Mickey watching everything you do...

EPCOT-O.G.Sep 16, 2022

Right now Chapek’s looking at this long, winding queue of people waiting to see the Queen and is thinking, “how can we monetize this?”

flynnibusSep 16, 2022

Show me throngs of tourists who didn't book their WDW trip because of a park reservation being blocked out? (those visitors instead just goto another WDW park) The locals impact at WDW who might be turned away isn't going to move the needle.