Electronic bracelets at center of vacation management system at Disney Parks

I'm totally with Travis on this one: Just a little bit creepy.

That being said, I think on many levels that this is completely brilliant. Our last trip to Disney during peak season was horrendous. Sounds like this could organize everyone a little better.

I *totally* get the invasion of privacy aspect....work with confidential data every day. That being said, how can the parks best serve you without knowing your tastes and preferences? Now, many people can SAY they know what they like and don't like, but the data largely proves they don't know squat about themselves. The behavioral and location data being acquired will do an ENORMOUS amount of good for Disney in terms of planning and future expansion.

If only I had Gonch's wayback machine - somewhere around 10 years ago, I recall saying that *everyone* collects, and even analyzes, data - but that NO company on Earth know how to utilize that information like Disney does...

I'll just say that this goes far beyond the wristbands and computer magic with the parks, and there's some dark corners of NextGen that make me dislike it even more that have absolutely nothing to do with the parks. Legislation should not be involved in planning a park trip, but with this project, it absolutely is, and I'm not enjoying what I've seen/heard.

If they use the info to deliver a more focussed/personalized experience, I do not really have an issue with that. But I think you should be able to opt out of it (beyond simply skipping Disney all together). Requiring people to opt in would presumably defeat much of the purpose of what they are doing. So give people the option to opt out (to all of it or whatever parts of it they do not like). That may lessen how much they can focus/personalize the experience but that is your choice.

We typically take advantage of the fact that a lot of people sleep in. So if we would miss out on some FPs with the new system, so be it. If you are not a planner, you run the risk of losing out to people who are. But at least this system will presumaly provide you with some options that are still available which are not sold out/filled up. Under the current system, you may be on a wild goose chase trying to find something without a mile long line.

Going forward, I think the concerns about privacy will be lessened. There are a lot of people (especially younger folks) who are very accustomed to sharing more and more info (particularly with social media).

I get that happier people tend to spend more money but in this case what are they going to spend it on? Will they spend more on trinkets? Will they spend more on food? Will they increase the number of days that they go on vacation to Disney? I am struggling to see how they will recoup their investment.

Small increases in the room rates, they're hoping for more consistent booking across their restaurants (as it is, booking is rather lopsided), small gains through added efficiency that will add up in the sheer volume that Disney experiences, basically. I have no doubt they'll easily recoup their costs.

What exactly are the privacy issues though?

Having more info about everything your customers do during their visit will allow you to better modify the experience going forward. You will know that customers who liked A also liked B (or didn't like B). You will know what wait times made people skip various attractions. Helps in making the various modifications/adjustments they make every season to existing attractions and planning new major attractions. Helps with marketing as well.

An increase in room rate for what - to subsidize the bracelet? How will my hotel experience be improved because I wear the bracelet? Why will the bracelet get more consistant bookings for restaurants? The efficiency angle I can see to an extent but it takes a lot of efficiency to recoup that much money.

Not trying to be a jerk, I just dont see how wearing a bracelet would make me, who I consider to be an average consumer, spend more money.

kpjb said:
Also, you look like a dork wearing that wristband.

Have you seen what people wear to Disney?

I think at the core Disney feels it will help provide a top notch experience. Even better than they already do. It's not resting on your laurels - it's a proactive move to remain the leader in the industry by a decent margin.

I suppose logically speaking, the more satisfied the customer is the more likely they are to spend more, return (thus spending more) and recommend you to others.

But I'm not sure it has to directly lead to more dollars spent. It will indirectly lead there in some ways, but more people already spend their vacation dollars there than any other amusement park in the world. It's a move to ensure this continues well into the future.

I suspect the privacy concerns are more perceived than real. There are a lot of people who do not like to share a lot of info about themselves. So having a system that will track their every move and decision during the day (or at least most of them) will make them feel uncomfortable. Though someone could follow you around the park all day and observe all of the same things (and even track them with a clipboard that is later entered into a computer system).

Its a little different with kids. I do not share much info at all about my kids. Never have. Maybe there is no reason for that. At least when they are younger, there is a concern that the more info a stranger can obtain about them, the less like a stranger they appear making abductions more likely. For most of us, I suspect that concern is more perception than real as well.

And ultimately much if what is shared is a big so what. I don't care to see much of what I do every day so if some else wants to , have at it. I think there is just a natural tendency (at least the older you are) so be inclined to share less.

In other words, being the trend setter rather than trying to play catch up. That makes sense but wow that is a lot of money to be the lead dog.

But their entire business model is built around being the lead dog.



Shades said:

That makes sense but wow that is a lot of money to be the lead dog.

I'd have to guess that there's a lot of money in being the lead dog.

GoBucks89 said:

I suspect the privacy concerns are more perceived than real.

I think you're right.

You already give Disney you names and address and payment info and personal info like ages just to buy tickets or book a room. And you pick the dates you'll be there. And they scan the tickets tied to your names.

All this does is increase the knowledge from "Gonch (39, male) with his wife (42) and two children (female 15 and male 11), credit card number 444567890343212 is at the Magic Kingdom" to "Gonch (a 39 year old male here with his wife (42) and two children (female 15 and male 11), credit card number 444567890343212 is at Space Mountain."

And if you were using FastPass, they could, on occassion, already drill down to that level of location.

This is so insignificant. Am I overlooking something?

Lord Gonchar said:

What exactly are the privacy issues though?

In terms of what everyone is buzzing about, not too much (some, but not much more than people have always complained about). In terms of what very few to no one is talking about...eye-brow raising at the least, likely mildly uncomfortable, and depending on personal views, very much rage inducing. Mainly involving a 5 letter acronym for a law that anyone who has registered on a forum has seen.

Coincidence, or really funny?

Lord Gonchar said:

This is so insignificant. Am I overlooking something?

Maybe just the detail to which they drill down. They could conceivably have a snapshot of pretty much everything you did that day. What rides your rode, shows you saw, how long you waited for each, what interactive time killers you and each member of your family interacted with while you waited, what you had for lunch and dinner, that you shook hands with Mickey, Minney and Goofy but not Donald Duck and what you bought at various times and places throughout the day.

In the end, much of that is already available to the extent you are using your room key to charge things (and they may be able to piece it together if you are using credit/debit cards). And overall, its all probably a big so what. But I think there are some people who will feel uncomfortable with all that info being gathered (even without there being a valid concern over privacy).

And there are a lot of people who share much if not all of that info already thru various social media formats. I would not expect any of those people to care.

maXairMike said:

Legislation should not be involved in planning a park trip, but with this project, it absolutely is, and I'm not enjoying what I've seen/heard.

What type of legislation will be involved?

And what is the 5 letter acronym?