As Disney prepares to launch the first of two new cruise ships, observers expect many business units including Disney Vacation Club to receive a boost.
The Orlando Sentinel takes a look at how the cruise brand impacts overall company revenues.
According to the Sentinel, the decade-old Disney Magic and Disney Wonder have "far exceeded internal profit projections" over their lifespan. With higher cabin occupancy and higher demand than other cruise carriers, Disney expects such profitability to continue as the Disney Dream and Disney Fantasy come on-line over the next 14 months. Even with the two higher-capacity vessels added to the fleet, Disney will account for only 3% of North American cruising capacity.
But Disney Cruise Line isn't the only entity expected to benefit from Disney more than doubling its cruise capacity.
Disney Vacation Club has a very visible presence on Disney cruise ships. General meetings are held for both members and non-members. Members are given baseball caps, lanyards and other paraphenelia to attract the attention of non-members, while the benefits of referral programs are stressed.
As a result of these marketing efforts, the Sentinel claims that DVC sales are "particularly strong" aboard Disney cruise ships.
With Disney quickly approaching a 150% growth in its cruise capacity, strong on-board sales would provide a shot in the arm for Disney Vacation Club.
Visit the Orlando Sentinel's website for additional details.
