Disney's Global Expansion: A Deep Dive into Local Connections
Disney Experiences is undergoing an unprecedented period of growth, with new theme park lands under construction and Disney Cruise Line expanding globally. According to leadership, this expansion is driven by a desire to connect with guests on a deeper level and create experiences that resonate with local cultures. One key strategy is to incorporate content creation into the experience, as seen at Shanghai Disneyland's Zootopia land.
Guests are not only enjoying the attractions but also documenting their experiences and sharing them online. This behavior has led Disney to think about its destinations in a new way, considering how an experience becomes part of a guest's larger relationship with the brand.
Disney is taking a humble approach when entering new markets, listening to local needs and adapting its experiences accordingly. For example, Disney Cruise Line's newest ship, the Disney Adventure, was designed with guests from Asia in mind, featuring prominent Marvel characters and regional cuisine.