You can be on Entrepreneur’s cover!

'I Can Go to Europe for Cheaper': A Trip to Disney Costs More Than Ever Before Disney has increased prices exponentially over the past two years, leaving some of the park's most loyal fans unable to visit like they used to.

By Madeline Garfinkle

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Disneyland and Walt Disney World have long been favorite family vacation destinations, places to make lifelong memories surrounded by characters from some of the world's most beloved franchises. But those memories aren't exactly priceless.

Over the past two years, Disney has increased prices across the board and discontinued several popular free perks and features. Although visitor traffic slowed during the pandemic, per capita spending grew by 17%. The company refers to the approach as "yield management," wherein it focuses less on the number of guests who visit and more on how much each visitor spends during their trip, according to The Wall Street Journal.

Disney has increased the cost of just about everything from hotel rooms to merchandise and food, and the WSJ reported the rising costs far out-pace inflation. The company also introduced a lucrative feature that's costly to visitors — Genie+. The smartphone app costs $15 per person daily and allows visitors to reserve a time to skip to the front of the line for certain rides. But for some of the most popular rides and attractions, visitors will have to pay an additional $10-17 to reserve a time slot, even if they have Genie+.

Related: Disneyland Cut Down the Beloved (but Dying)Trees Around the Pirates of the Caribbean Ride and Sold Them Off As Merch

The jarring price increases have made a trip to the theme park cost a fortune, and many of Disney's most loyal parkgoers feel they've been disregarded as the company chases profits. Disney has essentially stopped selling annual passes to the parks, and although existing members can renew their annual passes, the cost of doing so has jumped from $1,399 to $1,599.

Related: Diners Gripe About $110-A-Head Price Increases at Disney's Victoria & Albert's

Mariana Epperson, a 29-year-old from Kentucky, has been a longtime Disney fan and says some of her fondest memories with her father are at Walt Disney World. Now, her husband has suggested a break from the parks because they're getting too expensive, Epperson told The Wall Street Journal.

"A lot of people will say, 'Oh, I can go to Europe for cheaper,'" Epperson told the outlet. "But Disney now holds the last really good memories of my dad, so for me it's so important."

The rising costs have priced out loyal visitors like Epperson who have nostalgic ties to the parks. Now, those memories are only accessible if customers are willing to pay.

Related: 'You Have No Human Decency': Disney Issues Apology After Internet Goes Wild Over A Disneyland Employee Who Ruined a Couple's Proposal

Madeline Garfinkle

News Writer

Madeline Garfinkle is a News Writer at She is a graduate from Syracuse University, and received an MFA from Columbia University. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

This Fan-Favorite Masters 2024 Item Is Still $1.50 as Tournament Menu Appears Unscathed by Inflation

The pimento cheese sandwich is a tradition almost as big as the tournament itself.

Business Solutions

Visualize Data for Better Business: MS Visio is $23.99 Through April 16

Set your team up for success with a reliable tool for creating organizational charts, diagrams, and more.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Business Solutions

Scan Easier and More Affordably with This 20% Discount

iScanner is a mobile app that makes document management, editing, and sharing easier.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.