Disney Beats Rivals with Targeted Promotions and Discounts

Disney's theme parks are seeing higher attendance and revenue as the company offers targeted promotions and discounts. The entertainment giant has rolled out limited-time offers, including a $59 evening ticket at Disneyland and a three-day, three-park ticket for $89 a day at Walt Disney World. These deals aim to draw specific groups of visitors without broadly cutting regular admission prices.

The promotional push appears to be paying off, with attendance at Disney's domestic theme parks climbing 3% from a year earlier in the company's most recent quarter. Domestic per capita guest spending also rose 4%, showing that higher attendance coincided with stronger spending per visitor.

Universal and SeaWorld, however, are struggling with weaker traffic. Attendance at Universal Studios Florida fell 9.3% in 2023 and another 2.6% in 2024, while SeaWorld has reported softer traffic as well.