Yes, I've read this many times on forums and such. Do we have any actual evidence that WDW doesn't need, seek out, or value repeat customers? Just wondering on what is this hypothesis based? I mean, just cuz it's being said on the internet, doesn't make it fact.
It's been my experience that WDW does seek me out and makes efforts to get my family to return. They have done this in the form of "bounce back offers", postal mailings and emails with non-transferable room/package promos.
I'm not questioning you, I just want to know where this idea comes from, as it seems to be counterintuitive.
Recently in Forbes: "When it comes to creating an amazing customer experience, all companies can learn from the Happiest Place on Earth. With its magical and personalized approach to customer experience, Disney and its theme parks have created a passionately loyal fan base, welcoming 157 million visitors in 2018 with an amazing 70% return rate of first-time guests.
Disney is regularly recognized for its magical approach to customer experience. Here are five lessons every company can learn from Mickey Mouse himself."
Ironically, this article goes on to explain how WDW has attained this amazing return rate by providing a wonderful guest experience..... the very thing MANY loyal fans have been saying is being eroded of late.
For clarity, I am not saying WDW does not WANT repeat customers. It's the opposite in fact - they want to build customers who have a brand loyalty. It is in fact one of their key mantras and as a company, they are known for developing a following (of which we all here are a part of).
There is a difference between wanting and enjoying repeat customers though and understanding your key demographic. WDW is a destination resort. As such, people travel from all over the world to visit it. Disney does not release exact numbers to us, but from all accounts internal and external, about 70% of the visitors are WDW are there on a first time only or generational visit (for convinces say they have visited WDW less then 5 times in their lifetime). MOST visit once or twice in their lifetime.
Again, this is very different from DLP, DLC, and other Disney Parks. WDW is a very special animal since it's actually a destination in and of itself.
Disney DOES want repeat customers. Otherwise they would obviously not care about how they treat new comers. The point however is that when it comes to a choice between locals and DVC members who frequent the parks all the time and winning over someone who has only visited once or twice, they will target the newer customers to make then repeat customers. In other words, they want the 70% of new people to have a better experience and will sacrifice the experience of the 30% locals, DVC, etc. Why? A number of reasons.
* Most of that 30% come all the time. They do not spend a ton of money. DVC visitors in fact are quite adept at finding ways to save money by buying groceries and not eating on property. In contrast, that 70% are usually eating on the park and enjoying new experiences. They are also more likely to purchase toys for kids, shirts, gifts, etc.
* Although we in the 30% complain a lot, in actuality, a very small percentage (I have no idea how many) ACTUALLY LEAVE. MOST of us will not abandon Disney or stop or majorly change our plans over $15. So Disney gets the win of the 70% and loses very few of the 30%.
Point being.... as mentioned, when making a choice, Disney will lean toward pleasing the 70% over us, AS WELL THEY SHOULD. Any SMART business would do the same.
Contrast this to a local restaurant (which is the context I mentioned it in) who's demographic is generally a 10-15 mile radius of people who like their food. They depend on 90% repeat customers. The loss of a single customer who decides not to come back for 10 years is a major hit. Them telling their friends in the area is another major hit. Just a little bad will can destroy them.
