New offerings – some unique to the resort – are launching, such as those riding a wave of excitement about the forthcoming Toy Story 5 film
The year-long celebrations to mark Hong Kong Disneyland Resort’s 20th anniversary will run until June, still giving visitors from around the world plenty of opportunity to experience the thrills and excitement of what is billed as “The Most Magical Party of All”.
The milestone event has already been a resounding success on many levels, showcasing not just the enduring appeal of the Disney brand and characters, but also the effectiveness of innovative marketing campaigns, targeted commercial strategies, and an unrelenting focus on service quality and simple enjoyment.
All this has helped to reinforce the resort’s role as a standard-bearer for tourism within the region, while also building momentum for the next phase of growth, which will be driven by new and innovative offerings, as well as previously announced Pixar-themed and Marvel-themed experiences to complement time-tested favourites and signature seasonal activities.
The past nine months, though, have also been a chance to learn a number of valuable lessons for the future.
Some relate to differing visitor expectations and the overall efficiency of park operations. Others centre more on ways to extend the length of stays and develop market potential in mainland Chinese cities and overseas, whether through inventive use of social media, special promotions, or “bundle” packages twinning park visits with tickets for K-pop concerts or mega-events held elsewhere in Hong Kong.
“Our focus is on expanding our reach to new audiences, while continuing to build loyalty among guests who already know and love the resort,” says Tim Sypko, managing director of Hong Kong Disneyland since last November.
“Another part of our strategy reflects the growing demand for experiential travel. Guests today are more thoughtful about how they spend [their time and money], but they still prioritise experiences they can’t find at home – those that create emotional connection and lasting memories.”
He says adjustments, based on those observations, have helped drive intended visits and guest ratings in addition to the resort’s innovative offerings and immersive experiences.
The 20th anniversary has been able to capitalise on that latent desire by introducing unique attractions, while also presenting all the elements that appeal to so-called “Disney aspirers” – people who have watched the films, bought merchandise, but not previously visited the resort – with the hope of converting many of these first-time guests into lifelong Disney enthusiasts.
Source: News - South China Morning Post
