How Disney creates a ‘Disney Bubble’ around its theme parks
Disney might tout its rides and character IP when it looks to lure people to its theme parks around the world, but once visitors get there, the draw is an escape from reality. Fans call it the “Disney Bubble”: The day-to-day world melts away and you’re immersed in an environment that is carefully crafted (and controlled) by Disney.
The Disney Bubble is designed to let vacationers to take one step away from the real world for the length of their stay. Distractions are minimized. You don’t even need to pull out your wallet. Paying for things like a souvenir or a snack can be done with just the tap of your phone or Magic Band.
The Bubble is why many guests prefer to stay within the Disney ecosystem for the entirety of their trip, shopping, eating and sleeping at Disney-operated stores rather than less-expensive options just a few miles away. Disney’s customer service is an essential part of creating that Bubble, say executives. Interactions with staff, which Disney calls “cast members”— can make visitors feel appreciated, whether it’s the Disney bus driver or a costumed character in the park.
“Our cast are the heart of the magic at Walt Disney World,” says Jason Kirk, senior vice president of operations, who oversees all four Disney theme parks in Orlando. “Of course, guests love the fireworks. Of course, they love Space Mountain. But those moments with the cast are the things that create lifetime memories.”
The Bubble starts with ensuring guests have a seamless experience throughout their stay, says Allison Armor, vice president of resorts operations at Walt Disney World. In other words, the check-in process at the hotel can’t be separate from the park experience. The same level of service and helpfulness needs to be pervasive. The cleaning staff at hotels provide “hallway hospitality,” which covers everything from a smile and a greeting to guests to helping them solve any problem or fulfilling a request. And the park’s transportation workers, from bus drivers to boat captains, interact with guests, offering park tips and collectible trading cards. (Bus drivers, in fact, receive the highest ratings of any cast members, Kirk says.)
“[Guests] walk away with a feeling of immersion from beginning to end,” says Armor. “It has to be cohesive and an elevated interaction. … Every cast member at every moment has to own that vacation experience for the guest.”
Creating pixie dust moments
One of the most important ways Disney creates its Bubble is by giving every employee the decision-making power to enhance a guest’s stay, even if it’s just in a small way. This can range from the “pixie dust” moments (where a food service worker announces that a Dole Whip or churro is “on Mickey” and free to guests or a ride operator asks if you had fun and, if so, offers to let you ride again without a wait in line) to attending to any challenges guests encounter. If the cast member can’t solve the problem, they’re trained to elevate it to someone who can. Customer service is one of the most-frequently cited perks of the parks.
Part of creating the Bubble is ensuring that guest experiences while they’re at the parks are as smooth as possible. To ensure this, Disney leaders study guest feedback to streamline and upgrade systems that customers interact with.
For example, after the parks reopened from the pandemic closure, Chelsea Filley, vice president of customer experience and commercial strategy, and her division launched a customer experience team, to understand and correct things that were making the Disney planning process complex for potential visitors.
That led to a variety of changes, from how dining availability was displayed to the renaming of the Genie+ reservation system, which had been criticized as overly complex.
Subsequent work by the company’s team of analytical engineers resulted in further refinement of that skip-the-line reservation system. Lightning Lane selection, for example, was recently changed from the day of a person’s park visit to prior to their arrival, letting them plan their trips in advance.
“That was based on [guest] feedback … and it has played out so well,” says Kirk. “It has taken the stress out of the day for our guests, but also our guest are getting more out of Lighting Lane. They’re able to experience more attractions.”
The Disney Bubble has become a big thing to maintain–and will get even bigger with upcoming park expansions. Walt Disney World, in Orlando, spans nearly 30,000 acres, houses 25 hotels, offers more than 115 attractions, over 40 forms of entertainment (including parades, fireworks and live performances) and more than 50 character experiences.
By creating the Bubble, execs say they hope to make that choice not only less intimidating, but more welcoming.
“Our breadth is our superpower,” says Filley. “The Bubble is what makes the magic, but you want that magic to feel like ‘I am making the most of my time here’.”