People – particularly folks without the money to do so – are quick to whine about the cost of the Star Wars Galactic StarCruiser & declare that the reason it failed.
That wasn’t the reason. Then what was?
Disney marketed the #StarWars #GalacticStarcruiser to the wrong people.
I am the demographic. I can afford to go multiple times on the Star Wars Galactic StarCruiser. And I did.
The problem was Disney severely miscalculated that their in-house wave 2 & 3 target audiences would put butts in rooms.
✅ Wave 1, as everyone knows, were diehard Star Wars fans. “We’ll pay any amount” types.
✅ Wave 2 were Club 33 & Golden Oaks folks. Heavy disposable income Disney-philes.
✅ Wave 3 has been Disney Vacation Club, Magic Key & previous StarCruisers.
Unfortunately, I think Disney over-estimated the value of their own marketing for the consumers they are trying to attract. I think they believed their customer databases have the right demographic for #StarWars #GalacticStarcruiser: “A family with the disposable income to double the cost of an Orlando vacation by adding a 2-day stay at SWGS”
The closest thing I can think of is their lists for ‘Disney Destinations’ customers: People that can pay $25K for a 3-person 7-day trip to Japan.
I originally suggested dropping the in-house Disney customer lists & consider marketing direct to GenX nerds at Microsoft, Google, Amazon… geeks with disposable income. These folks have the “ability” to take such a trip & would also likely be very “interested” if they knew about the SWGS.
And if given some sort of compelling event (a limited time offer?) getting them to make a reservation would be easier.
Honestly, as a nerd, my nerd friends & I didn’t even know about the SWGS initially.
Kurt's Thoughts 