Staying In The Magic: The Future of Disney’s Resort Hotels
In the previous article, we discussed how Disney entered the hotel business, and how they gave it an identity of their own. In this second part, we’ll look at the future of Hotels at Disney’s massive resorts. Disney knows that to stay ahead, they have to adapt to changing economic climates. This is no exception for their resort hotels. With their new resorts, Disney is hoping to expand their influence in the hotel sector and gain market share with luxury hotel guests and convention guests, two areas where Disney sees itself lacking. This rapid expansion begins this year with a new “moderate” resort…
A “Moderate” Issue
At the D23 convention in 2017, Disney announced plans to expand their “moderate” resorts to include new massive luxury resorts and a plethora of new amenities. Disney's Riviera at the Caribbean Resort, and Disney’s Gran Destino at the Coronado Springs. These new resorts are in response to the high demand for “luxury” rooms at these two hotels. Like the other DVC resorts, the new DVC hotels will be a resort within a resort. Disney’s Riviera will be connected to Disney’s new gondola system. And the Gran Destino is next to a very popular convention center. These hotels are unique even further in their layout and design. When building resorts, even deluxe category, Disney typically keeps them very spread out and only a few stories tall. These new “moderate” hotels cover a small footprint and are tower hotels. Something which is relatively rare for a Disney owned and operated hotel, with the exception of the Contemporary and the Swan and Dolphin. Along with the Riviera resort, the Caribbean Beach has received an extensive makeover to its lobby and food court. The new modern and sleek style is comfortable and well designed but is arguably bland and reminiscent of an average modern hotel. The bright colors and distinctive design of these hotels are somewhat lost in favor of the new and modern look. Updating and cleaning up hotels is a good thing. However, this can jeopardize the hotel's distinctive theme.
Despite the theming for these new hotels, another problem arises; Pricing. Right now the Disney hotel tiers are; Value, Moderate, Deluxe, and Deluxe Villa. However, like with the art of animation before it, the new “moderate” hotels are improvements on their existing hotel tiers. This becomes a problem because resorts like the Art of animation and most likely The Riviera, don’t really deserve to be in their tier based on their price. This can cause complications when booking packages like Free-Dining which are based on your hotel tier.
This shift in design and new situation with pricing would be further exemplified by Disney’s next big announcement…
Disney’s “Nature”
Disney’s next “deluxe” resort, Reflections: A Disney Lakeside Lodge will be replacing the old River Country water park which had sat dormant for many years. According to Terri Schultz, senior vice president, and general manager of Disney Vacation Club, the resort will be “a celebration of Walt Disney’s lifelong love and respect for nature, with some fun and even surprising accommodation types that families will find irresistible.” The theme chosen for this hotel is particularly non-specific and very vague. Even Disney’s “nature park” the Animal Kingdom is very intentional in its lands and theming. Unique storytelling is at risk of being lost in this new resort. The concept art released already, although probably subject to change, raises a worrying question. The hotel’s design doesn’t seem very reminiscent of “nature” at all. Like Disney’s other new resorts, This hotel is designed with a much more “modern” and luxury look. But it is very hard to distinguish as a Disney hotel. This “nature” resort could spell bad news for future Disney resorts. But thankfully, there is another…
The Star Wars Hotel
On October 30th, 2012, Disney announced its plans to acquire Lucasfilm for $4.05 Billion. It wasn’t long after that Disney announced their plans to build a Star Wars hotel in Walt Disney World. This resort would be like nothing Disney has ever done before. Completely themed, eloquently detailed, and planned down to the very inch. This hotel will feature no outside windows. Instead replaced by screens simulating the vastness of space. Around the hotel will be games and activities to allow guests to spend their whole stay inside the resort. With a relatively small amount of rooms, this resort is definitely more of a boutique hotel. Charging high prices for a very exclusive, Star Wars experience. Speaking of price, This hotel probably will find itself above the “Deluxe” tier price. This means with the new “Moderates,” the hotel tier system may become more complicated, or simply irrelevant.
All of Disney’s new resorts have their own story and place in time. However, this doesn’t make them immune to bland and boring theming. Maybe it’s simply a nostalgic desire for the hotels at Disney to remain in their sometimes tacky, 90s-esque, state of design. But if Disney decides to take all of their hotels in this direction, we could have a resort identity crisis. Thankfully we have projects like the Star Wars hotel to instill hope in Walt Disney Imagineering, and the future of Disney Resorts for years to come.
Luke Anthony is a Columnist for the Boardwalk Times
