Special promotions helped drive business to Disneyland Paris, the attraction’s senior vice president of sales and distribution, Norbert Stieckema has revealed.
“The first half of the year outperformed the first half of last year,” he told Leisure Manager.
“Obviously we had to discount a bit, but one of the current trends we see in the travel market is that people are waiting for promotions – they have driven business. When we are off promotions we see sales coming down.”
He said the hotels at Disneyland Paris had lost three percentage points on occupancy during H1, but with sales still up year on year, that meant there was a lot of demand for the attraction.
Stieckema said the best-performing markets for Disneyland Paris in 2009 had been France and Belgium as the trend worldwide this summer, was to “maximise vacation time” and travel closer to home.
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“This year we have seen slight growth from the Middle East market, but not as good as last year,” he said.
Stieckema conceded that spending on F&B and merchandise was down year on year, but that customer satisfaction rates remained at 94%.
“We deliver on brand and promise,” he said. “We are not a theme park, we are a Disney experience.”
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