David Wilkening, for TravelMole writes:
The return rate for Adventures by Disney (ABD) first introduced in 2005 was almost 30 percent. And interest remains so “enthusiastic” Disney added eight new itineraries and seven new destinations to bring its total number of programs from a dozen to 18.
The new products continue with the established ABD formula, based on engaging young travelers with activities and storytelling and providing something for all ages“from 4 to 94,” said Ed Baklor, Adventures by Disney’s Senior Vice President.
New destinations include China, Australia, Peru and Germany.
Destinations that will be continued for 2008 include the U.K, France, Ireland, Costa Rica and the Southwestern US.
New itineraries have been created for France and Germany. Two new US itineraries are being rolled out, one in California, and another called “Backstage Magic” that specifically focuses on Disneyland and Hollywood’s world of filmmaking.
New itineraries give guests the opportunity to walk on China’s Great Wall, snorkel at Australia’s Great Barrier Reef, or go rafting on Peru’s Urubamba River, among other examples.
Special features include being escorted backstage at a London West End performance of “The Lion King,” a private breakfast and showcase of Sydney, Australia’s Taronga Zoo and an exclusive tour of the Vienna Children’s Museum. At each destination, the operator produces actors who bring to life the stories of the destination.
The tour product sets out to replicate the example of Disney Cruise Line, which made cruises more accessible for families traveling together, according to the company.
Although Disney continues to change the product, Mr Baklor said the essential formula is well proven and “working very well.”
It starts with a “blank canvas” on which the company begins to fill in what will appeal to grandparents, parents and kids.
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Disney’s tour group business, Adventures by Disney, is growing because Disney is addressing the market need for learning adventures and enhanced group tour experiences. This is a great example of how a company is tapping into educational entertainment or edutainment. Disney’s investment in experiences and storytelling is a compelling value proposition for consumers. And its paying dividends.
