Earlier this year Disney announced that it was completely cancelling Disneyland’s Annual Passholder program citing the resort’s continued closure and uncertainty about reopening conditions as reasons for the cancellation of this program. However, recent comments by Bob Chapek seem to indicate that the real issue was inconsistent per guest spending among Disneyland Resort Annual Passholders.
In an effort to “get an adequate return to our shareholders for the type of experience that we do give to our guests”.Chapek said that a new “park loyalty and affinity program” was being designed for Disneyland resort that would be a “frequent visitor program”, encouraging multiple visits from local guests.
No details were given about this new program or when it might debut, but those hoping for something similar to the former annual pass program at Disneyland unfortunately seem to be out of luck, as this program was simply not profitable enough for Disney to continue.
New annual passes continue to be unavailable for purchase at Walt Disney World as well, but since capacity increases have been announced, we’d expect Disney to resume selling annual passes on the east coast again in the near future.
