Disney launched a new pricey full-immersion Star Wars hotel, Galactic StarCruiser, is struggling to fill voyages and making cuts to its product, but not the price.
If you are considering booking travel or signing up for a new credit card please click here. Both support LiveAndLetsFly.com.
If you haven’t followed us on Facebook or Instagram, add us today.
Galactic StarCruiser New Hotel Concept
Earlier this year, Walt Disney World Resort launched its Star Wars Galactic StarCruiser all-inclusive hotel. The 2-night experience is like living in a Star Wars adventure from the time visitors arrive at the hotel. Once guests arrive, they are transported away to a Galactic StarCruiser, meant to be like a cruise ship in space.
The immersive experience will have guests interacting and choosing to be on either the side of the resistance (Jedi – good guys) or the Galactic Empire (bad guys) within the Star Wars Galaxy. Everything is themed, from the cabins to the meals, and even the lingo and events. Impromptu interactions take place around the ship (a stationary hotel with LCD screens for windows.) Shuttles take guests directly from the StarCruiser to Disney’s Galaxy’s Edge Star Wars-themed land, though entrance tickets to the park are still required.
Pricing Has Been Prohibitive
From the start, the concern for most visitors has been the prohibitively high pricing for the two-day experience. It’s fair to say that the property is more than a hotel and includes food so it’s probably unfair to compare the price point to other hotels like Disney’s Grand Floridian or even the nearby Four Seasons (in the case of Orland0.)
However, even when looking at luxury cruises, the StarCruiser’s pricing is… out of this world. I couldn’t help it. This isn’t the first time that pricing for the experience has come under fire. Here’s what the current pricing starts from:
The least expensive option for the fullest allowable cabin is $749/person/night. For some perspective, on a 10-night Antarctica Expedition in a larger cabin, with better food, and an actual trip to the 7th continent, the nightly rate is $850 per person in a two-person cabin. For a two-person cabin in a Star Wars themed-hotel, the cost is $1,209/person.
“Despite generally positive reactions, some strong criticisms did persist, including the box truck transport to Batuu and the $6,000 average price point.” – WDWNT
Sales have apparently struggled following the initial surge, and availability for its busiest season appears fairly open. Low season is wide open.
Disney Cuts Services, Staff – Not Prices
According to Walt Disney World News Today, some “voyages” have been operating at just 25% of capacity. To offset lower demand, Disney has cut a second seating for dinner and is reducing hours for servers.
“Due to the low number of occupants, Cast Members — particularly servers — are losing hours. Just before the Galactic Starcruiser opened, they were reportedly struggling to recruit experienced servers. A loss of hours potentially reopens that issue if staff leave in favor of other employment.” – WDWNT
What makes this so odd, is that if a hotel experiences a 25% occupancy level, or a cruise for that matter, they reduce prices to get people onboard. Travelers spend money (even in all-inclusive experiences) on merchandise, in the park, park tickets, and on additional days they spend on resort property – but not if they decide not to go at all.
An insulting element to this is just how high the prices are and that despite low guest response (in terms of pricing, not satisfaction) Disney hasn’t moved the price at all. It begs the question, what would it take to make the experience more affordable for guests? Would Disney lower the price at 20% occupancy, 15% occupancy – would they lower the price at 10% occupancy?
It seems the brand would rather reduce what’s included, like dining flexibility, and staff rather than make it more palettable for travelers.
Conclusion
Don’t get me wrong, I’d love to try this experience. I think many visitors to Disney, and fans of new travel options generally, would love a Galactic StarCruise. But prices have not moved despite low turnout on some voyages and Disney’s hubris is plainly out of control. With inflation and perhaps some of the insatiable post-COVID travel demand easing, Disney may have even tougher choices to make with this property, but will they cut prices or services? It appears the latter will be the case.
What do you think? Why hasn’t Disney cut prices for Galactic StarCruiser experiences? Will they cut services further (rather than prices) if demand remains the same?
I think Disney has grown so accustomed to having nearly infinite demand which will pay whatever prices it charges that it has no idea how to handle this situation. Look at their history. Prices have gone one direction and on property resorts more elaborate and expensive. And demand has remained high.
So to have low demand for a product is unprecedented. Consequently it doesn’t fit into their model. They know they are loosing money so they try to cut costs. Cut prices? Inconceivable!!
The other interesting question is what their cost picture looks like for this property. You have to wonder if the costs to build this property and operate these “cruises” are driving the rates we’re seeing. How much headroom do they have for cuts? Though Your example of an Arctic cruise would certainly indicate that they could massively slash their prices and still generate solid profits.
+1
I would not spend that on a Disney hotel if I were a multi millionaire.
“An insulting element to this is just how high the prices are and that despite low guest response (in terms of pricing, not satisfaction) Disney hasn’t moved the price at all.”
How is that insulting? Stupid perhaps, but insulting?
I have a different take on this. I think one of (certainly not the only) problem with the experience is that it’s based on the new Disney sequel trilogy, which has had a fairly lukewarm reception by the slightly older (and more financially affluent) fan base that would normally be drawn to this experience. Kyle is partially (and materially) incorrect in his description of the “cruise”: there’s no “Empire” and “Jedi” sides…there’s “First Order” and “Resistance” sides, which many fans just don’t care that much about.
I really think that if this experience would’ve been designed around the pre-sequel universe, it would be much more successful. I think that by marrying characters/story elements that people don’t care about with an eye-popping price tag, Disney is setting themselves up for failure.
EXACTLY! The people with money to spend on this are the Gen Xers who grew up with Luke Skywalker and Darth Vader, not fake Leia and leather jacket X-Wing Guy. Big miscalculation on this one, which was probably heavily into development when Disney thought the storyline could still be saved between the eighth and ninth films.
Of course, those Gen Xers’ kids are mostly in college and wouldn’t come on a family vacation to Disney with their parents….
In the same way that some 5* hotels would rather have a room go empty than sell it at a lower price, I guess that Disney does not wish to ‘devalue’ the experience by selling it off cheap. but the hotel comment applies to a one-off; you seem to be suggesting that the GSC experience is permanently operating at low utilisation – in which case, they have their price point wrong, it’s that simple.
Are there actually enough people interested in this type of immersion experience? A half day maybe. A full day for some. At the 48 hour mark? A bridge too far.
I’m a pass holder and go to DW often living in Florida. But damn, I would never even consider spending this much on a hotel, regardless of what’s included. I would love to hear from the 25% that are actually doing it on their motivations. To each his own, but so many other places to visit and experience for a lot less money.
They should swap it out for some type of drag queen show…..or perhaps something for sex offenders and child molesters.
it’s expensive but it’s also a one and done type of experience especially at that price point. I thought the demand at that price point would continue to fall as people have experienced the attraction don’t plan on booking it again.
I read recently a lot of bloggers and influencers we’re offered free pass to it, my guess to drum up business. I don’t think that is going to help, it’s just too pricey for 48 hours.
Yes Chris. There have been plenty of reviews indicating problems and dissatisfaction. I don’t think it’s the price. They need to retool the experience. Family with young kids had hours issues, for instance. Others found it too child oriented. Disney needs to focus on their visitors. In the past they’ve been exceptional at that.
I think Disney is disgusting to reduce someone’s hours who are barely making enough to survive instead of lowering their prices. Disney was supposed to be enjoyable for children and I live 10 mins from them but can’t afford to take my babies. No one who lives here can. I honestly hope greed takes them down