At our Bauman Research offsite this weekend, all four of us had recently visited Walt Disney World. And, we all had very different experiences, largely dictated by the ages (and number) of our children. Of course, the Mouse is famous for promising a magical visitor experience across the spectrum. So, it’s no surprise that to continue delivering on that promise, this spring Disney is launching MyMagic+; spending big to overhaul visitors’ experiences planning and enjoying their Disney Vacation. In fact, the New York Times (1/7/2013) reports that Disney is spending between $800 million and $1 billion “to make visiting Disney parks less daunting…” If that goal doesn’t sound as if it were plucked directly from a customer experience research verbatim, I don’t know what does. In fact, it might have come from me (did they read my annual holiday letter?). Or, from a friend who hired a Disney coach to help her plan her whole trip beforehand. Ride by ride. Park by park. Or, from a friend who decided NOT to do Disney with her kids after hearing about my experience–which was great, but well, daunting.

Photo Credit: New York Times

The My Disney Experience area of the website and supporting app are designed to ease the upfront planning process–to allow advance sign-ups for heavy-traffic rides and character meetings, cutting down on otherwise tedious waits. The MyMagic+ RFID bracelet is an example of a classic data give and get. Disney asks visitors to offer up personal and visit-specific data in exchange for a noticeably more custom experience, right down to Minnie Mouse wishing your child a wonderful first visit by nickname.

On the DisneyParks Blog, Tom Staggs, Walt Disney Parks and Resorts Chairman, states, “We know that some people like to plan every aspect of their Disney vacation in advance while others like to plan very little, letting their day unfold spontaneously.” As the mother of three children under nine and a recent Disney World first timer, I would postulate that many Disney visitors don’t want to advance plan but they feel they must; that in fact, more visitors would love increased spontaneity in their Disney Parks vacation. Perhaps that might be one measure of the MyMagic+ success. If so, I’m looking forward to our next visit just a little bit more…