During D23: The Ultimate Disney Fan Event, Disney Experiences Chairman Josh D’Amaro decided to double down or better yet quadruple down on Disney Cruise Line.
D’Amaro proudly announced that an additional four ships will join the award-winning fleet. The expansion will give guests and families even more opportunities to experience Disney Cruise Line’s world-class dining, exceptional entertainment, and signature hospitality.
Disney Cruise Line already has five ships in its current fleet. It’s also gaining four new ships with the Disney Treasure (due this year), Disney Destiny (2025), Disney Adventure (2025), and Oriental Land Company’s ship (2029?). Now there will be four more ships in the works that will debut between 2027 and 2031. Not to mention the Oriental Land Company is rumored to want more than one ship as well…
Disney says the ship names, designs, and itineraries are still in development. However, here are some names I think could be in play for the next four ships:
Trying to think of more of these Disney-sounding names and it feels like we’re running out!
The growth opportunity is there for Disney. In previous earnings calls, Disney CEO Bob Iger and Disney CFO Hugh Johnston both were extremely bullish on the Disney Cruise Line and its untapped potential. Disney Experiences Chairman Josh D’Amaro also had to realize how good of a segment the cruises have been for his overall business.
When it comes to the greater cruise line industry, Disney still remains a smaller player so they have plenty of room to grow. I’d argue that Disney Cruise Line was relatively boutique for years with just four ships until they decided to expand the fleet with the new Wish class ships. Now the division is truly being turbocharged. I think Disney realizes with their brand and world-class service they could make some bigger waves in the cruise line industry. If I were a competing cruise line, I’d be quite nervous as this Disney Cruise Line expansion could disrupt and impact your current business. Sure, there will be people who will always think that “Disney = kids” and that’s true to a degree but the ships still provide wonderful service and a chill atmosphere that can’t even be replicated at the parks.
The growth opportunity also allows Disney to have a bit of pricing power. These newer ships could cost more or maybe they will cost less. It depends on how Disney approaches these ships. I guess it will depend on the itinerary and the overall strategy of each ship. Yet additional ships will provide pricing power and additional levers Disney can use.
Speaking of strategy, the expansion of four new ships allows Disney to explore even more untapped IP that hasn’t been used in the parks or elsewhere. I also believe they use the cruise lines to sometimes test out different ideas for the Disney Parks (Haunted Mansion lounge, Star Wars Hyperspace Lounge, The Sanctum, Lion King dinner show, Frozen dinner show, Coco dinner show, AquaMouse, etc.)
Some people may not care about IP or brands when it comes to cruising but it may be a difference-maker for some guests and families making the decision. If you’re paying thousands of dollars to go on a cruise, you are obviously going to want to know what you may be getting.
The other thing is there is unlimited room for growth within the cruise line. People have been cruising for years, and I expect demand to continue to rise. Disney will have to continue to have these ships in different ports, although I wouldn’t be surprised if Disney builds a brand-new themed port. At one time I heard a rumor that Disney Cruise Line wanted to build a permanent port in California. With your fleet at 13, it would make sense to have Port Canaveral, Fort Lauderdale, a California port, and then other ports including Singapore & Japan.
The world is Disney Cruise Line’s oyster as well. You obviously have Castaway Cay and Lookout Cay at Lighthouse Point but you also have the entire world to explore. Not to mention with this fleet expansion, I think it’s safe to say Disney may be looking at acquiring another private island/destination or two. I think there is limitless potential to make new destinations.
This growth opportunity makes perfect sense because cruising is an evergreen and chill experience. The expansion will provide Disney with a variety of ships with different designs and features to different destinations. Overall, it seems like this turbocharging is just the beginning as I’m sure the fleet will expand when Oriental Land Company wants to do more. We could be looking at a Disney Cruise Line fleet that nears around 20 ships by the mid-2030s.
What a remarkable rise for a segment within Disney Experiences.
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Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
