Name: 夢幻國度讓人卻步！本應帶給人「夢想」的迪士尼假期為何變得如此昂貴？ (How Disney Vacations Became Too Expensive For Many Americans)
Uploaded: 2024-09-27T21:01:10.000Z
Duration: 18 min 14 s

Disney World and Disneyland, the quintessential American vacation.

迪士尼世界和迪士尼樂園，典型的美國度假勝地。

to 不定詞

There is something about the energy in a Disney park at dusk that is, I hate to use the word magical, but kind of, there's something about it.

黃昏時分的迪士尼樂園充滿了活力，我不想用 "神奇 "這個詞，但確實有那麼一點。

A place where magic comes to life, where childhood memories are made.

一個充滿魔力的地方，一個創造童年回憶的地方。

A trip to Disney for parents and for little kids is really a rite of passage in this country, practically.

在這個國家，對父母和小孩子來說，去迪士尼旅行實際上是一種成人儀式。

From the early days of Frontierland and Pirates of the Caribbean to modern day additions like Star Wars Galaxy's Edge, the Disney parks have brought in guests from far and wide.

從早期的邊境樂園（Frontierland）和加勒比海盜（Pirates of the Caribbean）到現代的星球大戰銀河邊緣（Star Wars Galaxy's Edge），迪士尼樂園吸引了來自四面八方的遊客。

I mean, who can forget their first step onto Main Street USA?

我的意思是，誰能忘記踏上美國大街的第一步？

The castle, the characters, the food, the balloons, the...

What's happening now is Disney is an incredibly expensive and incredibly magical experience.

現在的情況是，迪士尼是一個無比昂貴、無比神奇的體驗場所。

Disney's park prices are up more on average than in a normal year.

迪士尼樂園價格的平均漲幅高於正常年份。

A one day base level ticket to Disney World was averaged $89 in 2012 and averaged $147 in 2022.

迪士尼樂園一日基本票價 2012 年平均為 89 美元，2022 年平均為 147 美元。

And that the growth rate of that cost has been about 5 percent annually.

But in its Q3 2024 results, Disney reported disappointing park numbers with operating profits dropping 3 percent year over year, a concerning trend from one of the company's biggest moneymakers and another blow to a stock that's down more than 15 percent in six months.

但在 2024 年第三季度的財報中，迪士尼公佈了令人失望的樂園數據，營業利潤同比下降了 3%，公司最大的盈利來源之一出現了令人擔憂的趨勢，這對半年來股價下跌超過 15% 的迪士尼來說是又一次打擊。

The price hikes at parks was enormous over the last few years.

在過去幾年裡，公園的漲價幅度非常大。

You know, just every time they could, they would either make packages smaller, higher price, whatever, if that consumer is just pushing back on that.

你知道，只要有可能，他們就會把包裝做得更小，價格更高，不管怎樣，如果消費者只是推三阻四的話。

Disney blamed the slip in performance on a softening consumer environment, saying demand isn't where they thought it would be, an issue it said could linger for several quarters, meaning Disney parks are not immune to what is becoming an industry wide issue.

迪士尼將業績下滑歸咎於消費環境的疲軟，稱需求並沒有達到他們的預期，並表示這一問題可能會持續幾個季度，這意味著迪士尼樂園也無法倖免於這一正在成為全行業問題的局面。

Universal's parent company, Comcast, saw a nearly 11 percent drop in theme park revenue driven by lower attendance in that same quarter.

環球公司的母公司康卡斯特（Comcast）在同一季度的主題樂園收入下降了近 11%，原因是入園人數減少。

Certainly, there are going to be questions about the health of the consumer and whether the company got ahead of itself in its pricing.

當然，人們會質疑消費者的健康狀況，以及公司是否在定價方面超越了自己。

Above the entrance to the Disneyland Park, there was a quote from Walt that says, to all who come to this happy place, welcome.

在迪士尼樂園入口處的上方，寫著華特的一句話：歡迎來到這個快樂的地方。

Or is a trip to Disney just getting too expensive for inflation weary American families?

還是說，對通貨膨脹疲憊不堪的美國家庭來說，迪士尼之旅實在是太昂貴了？

Parks is huge as an investor for Walt Disney Parks because it's about about 40 percent of their total revenue, but it's two thirds or 65 percent of their total operating profit.

對於華特迪士尼樂園的投資者來說，樂園是一個巨大的投資項目，因為它約佔其總收入的 40%，但卻佔其總營業利潤的三分之二或 65%。

When it comes to Disney's profits, its park business plays a huge role.

說到迪士尼的利潤，其樂園業務功不可沒。

In Q3 2024, Disney's domestic parks brought in $5.8 billion, a 3 percent increase from the year prior.

2024 年第三季度，迪士尼國內樂園的收入為 58 億美元，同比增長 3%。

However, its operating income for the same period actually slid 6 percent year over year.

不過，同期的營業收入實際上同比下滑了 6%。

Everything post-COVID is going through the roof because a lot of these physical venues closed for a year or two because of COVID.

COVID 之後，一切都變得非常順利，因為很多實體場館都因為 COVID 而關閉了一兩年。

And now they have to make up also a lot of increases in labor costs.

現在，他們還必須彌補勞動力成本的大量增加。

Given that linear television has been disappointing Disney and everybody else in that business for the last decade, it stands to reason that Disney might have responded to that by pricing parks a little more aggressively in order to prop up its financial results.

鑑於線性電視在過去十年中一直令迪士尼和其他所有電視從業者失望，迪士尼有理由通過對樂園進行更激進的定價來支撐其財務業績。

While Disney acknowledged a slowing consumer environment as reasoning for a drop in demand, it also notes it saw an uptick in guest spending at the parks due to its higher prices.

雖然迪士尼承認消費環境放緩是需求下降的原因，但它也指出，由於價格上漲，遊客在樂園的消費有所上升。

Things like food or merchandise or upgraded park passes like Genie Plus, ways to skip lines.

如食品、商品或升級版公園通行證（如 Genie Plus），以及跳過排隊的方法。

There are lots of ways Disney gets you to spend more even when traffic stagnates.

即使在客流量停滯不前的情況下，迪士尼也有很多辦法讓你花更多的錢。

Over the past 10 years, the average cost for a Disney World single park ticket has inflated more than 56 percent, well above the Disney World.

在過去 10 年中，迪士尼世界單園門票的平均價格上漲了 56% 以上，遠遠高於迪士尼世界。

But that, of course, doesn't include the cost of food, merchandise, lightning lanes, hotels and airfare.

當然，這還不包括食品、商品、閃電通道、酒店和機票的費用。

At a glance, looking at how the Disney experience has evolved, it's gotten a lot more difficult for the average person to jump into.

綜觀迪士尼的發展歷程，普通人要想進入迪士尼已經變得更加困難。

He's a YouTuber and travel blogger and set out this year to answer the same question.

他是一名 YouTuber 和旅遊博主，今年開始回答同樣的問題。

So he went to Disney World and compared the price of a one day trip in 2024 to that same trip in 2017.

於是，他來到迪士尼世界，比較了 2024 年和 2017 年一日遊的價格。

So when we add everything up, the hotel, the park, the park add ons, all the food, the total cost for a single day at Disney for two adults came out to a jaw dropping eight hundred and eighty six dollars USD.

當我們把酒店、樂園、樂園附加項目、所有食物等一切加起來時，兩個成年人在迪士尼一天的總費用達到了令人瞠目結舌的八百八十六美元。

The exact same trip in 2017 would have cost a total of five hundred and sixty seven dollars.

2017 年，同樣的旅行總共需要花費五百六十七美元。

That's almost a three hundred and twenty dollar difference between two years.

兩年之間幾乎相差三百二十美元。

Far outpacing inflation, which is around 24 percent since 2017.

遠遠超過 2017 年以來 24% 左右的通脹率。

The park experience also feels more crowded and worse overall, despite there being less people in the parks this year.

儘管今年樂園裡的人少了，但總體感覺還是更擁擠、更糟糕。

We're back to a point where things should be returning to normal.

我們又回到了應該恢復正常的階段。

But usually we don't see the consumer experience following that trend.

但通常情況下，我們並沒有看到消費者的體驗跟上這種趨勢。

But while prices on everything from hotels and photo passes to Mickey ears and churros have been climbing, Disney Parks has kept its lowest ticket tier stable since 2019.

但是，儘管從酒店、照片通票到米奇耳朵和巧克力蛋糕等所有商品的價格都在不斷攀升，迪士尼樂園自 2019 年以來一直保持最低票價的穩定。

At Walt Disney World, that's one hundred and nine dollars for a single day single park ticket on off peak days.

在迪士尼世界，非高峰期單日單園門票為 190 美元。

When you begin to think about, you know, inflationary pressure and disposable income and some of those components that weigh on consumers, we hear that very clearly.

當你開始考慮通脹壓力、可支配收入和其他一些影響消費者的因素時，我們會清楚地聽到這些。

And we react to that with, again, offers or ways for people to go from, well, I was going to come on a Thursday and the price is one number on a Thursday, or I could come on a Tuesday and the price is a different number.

對此，我們的反應是，再次提供優惠或方法，讓人們從「好吧，我打算週四來，週四的價格是一個數字，或者我可以週二來，價格是另一個數字」中解脫出來。

There's flexibility and options for our guests.

And I think that's what they're now being more careful and thoughtful as they make their choices.

我認為，這就是他們現在做出選擇時更加謹慎和深思熟慮的原因。

Another frustration from Disney goers over the past 10 years, the parks have been chipping away at previously free amenities, things like the Fastpass system, which was replaced in 2014 by Magic Bands and then again by Dini Plus and now Lightning Lanes, which now start at 30 dollars per ticket per day.

過去 10 年來，迪士尼遊客的另一個苦惱是，樂園一直在削減以前的免費設施，比如快速通行證系統，2014 年被魔術手環取代，之後又被 Dini Plus 和現在的閃電通道取代，現在每張票每天起價 30 美元。

And those previously free Magic Bands given to resort guests are now only available to purchase.

之前免費贈送給度假村遊客的魔力手環現在只能購買。

Even the free shuttle bus between the Orlando Airport to Disney World Resorts has been replaced with a private four cost bus company.

就連往返於奧蘭多機場和迪士尼世界度假區之間的免費穿梭巴士也被一傢俬人四星級巴士公司所取代。

When you look at all the stuff that they've they've been making a lot more expensive or just eliminating complimentary altogether, that to me seems anti-consumer, you know, that there's no benefit to the consumer.

當你看到他們把所有的東西都變得更加昂貴，或者完全取消贈品時，我覺得這似乎是在反消費者，你知道，這對消費者沒有任何好處。

But what about guests that are going for more than one day?

但是，如果客人要去一天以上怎麼辦？

With Disney World's four parks and Disneyland's two, guests often visit for days at a time, packaging park hoppers, lightning lanes, resort stays and character dinners.

迪士尼世界有四個樂園，迪士尼樂園有兩個樂園，遊客們經常一連幾天都在這裡遊玩，打包購買樂園通行證、閃電通道、度假村住宿和卡通人物晚餐。

The average cost of a five night Disney World vacation in 2024, with all the bells and whistles, comes to around five thousand dollars.

2024 年在迪士尼世界度假五晚的平均費用約為 5,000 美元。

Comparatively, a high end trip to Mexico cost around six thousand dollars.

相比之下，墨西哥的高端旅行費用約為六千美元。

Disney has positioned a multi-day trip to Disney World as a form of upper middle class luxury travel and priced it accordingly.

迪士尼將迪士尼世界多日遊定位為一種中上層豪華旅遊，並據此定價。

The median annual income in the United States is seventy four thousand five hundred and eighty dollars, meaning a family of four bringing in an average salary would need to pay almost an entire month's income for a multi-day trip to Disney World.

美國的年收入中位數是七萬四千五百八十美元，這意味著一個普通收入的四口之家需要為迪士尼世界的多日遊支付幾乎整個月的收入。

It continues to be a premium experience that puts pressure on the more price sensitive cohort of customers that want to go there and struggle with the cost.

這仍然是一種高端體驗，給對價格更敏感的顧客群體帶來了壓力，他們想去那裡，但又難以承受費用。

Of course, Disney isn't the only theme park to raise prices.

當然，迪士尼並不是唯一一個漲價的主題樂園。

A one day single park ticket at Universal Studios Orlando now ranges between one hundred and nineteen to one hundred and seventy nine dollars, an increase of up to twenty dollars in just one year, keeping pace with Disney World's one day ticket average of one hundred and forty seven dollars.

現在，奧蘭多環球影城單日單園門票價格在 19 美元到 179 美元之間，僅一年時間就上漲了 20 美元，與迪士尼世界單日門票 147 美元的平均價格持平。

And an average three day, four night trip for a family of four to Universal Orlando comes in at around forty seven hundred dollars, comparable to an even longer five night trip at Disney World.

一個四口之家在奧蘭多環球影城三天四晚的平均旅行費用約為四千七百美元，與迪士尼世界更長的五晚旅行費用相當。

But while parks like Universal Studios Orlando see significantly less guests annually, it's also been able to stabilize its annual visitation post pandemic, where Disney World in Orlando has yet to see its visitation fully recover.

不過，雖然奧蘭多環球影城等公園每年的遊客量明顯減少，但也能在大流行後穩定住每年的遊客量，而奧蘭多迪士尼世界的遊客量還沒有完全恢復。

Universal can rise above it because it rides on Disney's coattails.

環球影城之所以能超越迪士尼，是因為它搭上了迪士尼的順風車。

Disney parks are the primary driver of visitation to Orlando.

迪士尼樂園是奧蘭多旅遊的主要驅動力。

And once people make the decision to visit, Universal is an attractive stop for a lot of them.

一旦人們決定前往遊覽，環球影城就會成為吸引他們的一站。

And in that way, it's interesting to consider whether Universal would succeed without a Disney nearby.

從這個角度看，考慮一下環球影城是否會在附近沒有迪士尼的情況下取得成功是很有意思的。

I think it's fair to say that attendance and prices would be lower, that the business wouldn't be as good if it weren't drafting off of the visitation driven by Disney.

我認為可以這麼說，如果不依靠迪士尼的遊客量，遊客量和價格都會降低，生意也不會那麼好。

So then that begs the question, if it's gotten too expensive to go to Disney, how are people paying for this?

那麼這就引出了一個問題，如果去迪士尼太貴了，人們又是如何支付的呢？

The power of the Disney brand and their connection with so many American families is so strong that there's always going to be people who are willing to go into debt to go to one of these parks.

迪士尼品牌的力量及其與眾多美國家庭的聯繫是如此強大，以至於總會有人願意舉債前往這些樂園。

A recent survey of 2000 people by LendingTree found 45 percent of parents with children under 18 who visited a Disney park took on debt to do so.

LendingTree 最近對 2000 人進行的一項調查發現，45% 有 18 歲以下子女的家長在遊玩迪士尼樂園時會舉債。

If we broaden that out to all Disney-goers, almost a quarter of all visitors take on some form of debt to visit the parks, a trend that's actually not exclusive to Disney parks.

如果我們把這一數字擴大到所有迪士尼遊客，那麼幾乎四分之一的遊客都會為了遊玩迪士尼樂園而揹負某種形式的債務，而這一趨勢實際上並不是迪士尼樂園獨有的。

Another survey found 36 percent of U.S. travelers plan to take on debt for their summer trips this year.

另一項調查發現，36% 的美國旅行者計劃為今年的夏季旅行舉債。

There's so much pressure to a degree that parents put on themselves to make this happen.

在某種程度上，家長們為了實現這個目標，給自己施加了很大的壓力。

And there's also kind of the keeping up with the Joneses thing as well.

此外，還有一種追趕 "瓊斯們 "的想法。

It is expensive just to get in the park at Disney.

Then you have hotels and airfare and on down the line.

Disney World or Disneyland, depending upon your location, is basically a tax on being a parent.

迪士尼世界或迪士尼樂園（取決於您所在的地區）基本上就是對為人父母者的徵稅。

But just how much debt are people taking on?

The average family with young kids is taking on a little less than $2,000 in debt.

有年幼子女的家庭平均負債不到 2000 美元。

And all Disney-goers who are taking on debt are taking on between $1,600 and $1,700.

而所有迪士尼遊客揹負的債務都在 1600 美元到 1700 美元之間。

For many park-goers, the added debt is worth it.

對許多公園遊客來說，增加的債務是值得的。

Fifty-nine percent of those who took on debt for Disney said they had no regrets, with a Disney trip falling into what some would consider good debt.

在為迪士尼舉債的人中，59% 的人表示不後悔，迪士尼之旅屬於一些人認為的好債務。

For a lot of people, the pandemic kind of changed their views on fragile life can be.

對很多人來說，大流行病改變了他們對脆弱生命的看法。

So if there's something that they want to do, whether it's going to Disney or starting a small business or anything in between, a lot of people are still saying, you know what, I'm just going to jump in.

如果他們想做某件事情，無論是迪士尼還是開一家小企業，或者是任何介於兩者之間的事情，很多人都會說，你知道嗎，我就是要跳進去。

Do higher prices actually change people's minds about going to Disney?

價格上漲真的會改變人們去迪士尼的想法嗎？

Well, according to that same survey, yes.

When it came to people who had never visited a Disney park, over half, 60 percent of respondents said cost was the number one factor.

對於從未去過迪士尼樂園的遊客，超過半數（60%）的受訪者表示費用是首要因素。

Most of the spending at Disney World is done by middle and upper middle class families.

在迪士尼世界消費的大部分是中產階級和中上層家庭。

Clearly, a lot of Americans are willing to take on a little bit of debt for this sort of trip.

顯然，很多美國人願意為這樣的旅行承擔一點債務。

We also see that for maybe more Americans, that extra cost, that extra debt that they'd be bringing on is just a bridge too far.

我們也看到，對於更多的美國人來說，額外的成本、額外的債務對他們來說只是一座遙不可及的橋樑。

But what about Disney super fans, the diehards, annual pass holders, Disney vacation club members?

但是，迪士尼的超級粉絲、死忠粉、年卡持有者、迪士尼度假俱樂部會員呢？

更高的價格是否將他們拒之門外？