How did the study help build this bridge and understand the “luxury” needs of consumers from around the world?
As the reopening of the Disneyland Hotel approached in January 2024 — one of the destination’s landmarks located at the gates of Disneyland Park — we wanted to rely on an in-depth listening and analysis approach to better understand the expectations of European and international consumers in terms of luxury.
The objective was twofold: to grasp contemporary representations of luxury within the world of high-end hospitality, and to understand how these expectations could be reflected in the Disneyland Paris experience.
The study, conducted with the teams of the Ifop Group, and in particular Ilana Rudiakov (Brainvalue) and Rémy Oudghiri (Sociovision), allowed us to map out the key values associated with luxury today, in a post-Covid context, while taking into account the cultural sensitivities of our diverse visitor base. Among the most defining dimensions identified: the pursuit of an immersive and unique experience with elements of surprise, a desire for a more emotional rather than ostentatious luxury, and strong expectations around personalization and refinement, without excessive formality.
What defines a luxury experience at Disneyland Paris?
At Disneyland Paris, the luxury experience is built on a unique blend of hotel excellence, emotional immersion, and narrative magic. It’s not just about offering premium service, but about creating a rare moment, carefully designed in every detail to awaken the senses and spark wonder.
The Disneyland Hotel embodies this approach at its finest: it is the first five-star hotel in the world to invite guests to experience a stay inspired by royal tales and iconic Disney characters. It combines sophisticated design, outstanding hospitality, and meticulous attention to detail. The experience is exclusive, warm, and resolutely contemporary, perfectly aligned with guest aspirations while honoring the fundamentals of luxury.
What services, initiatives or programs illustrate this successful luxury experience?
Among the key initiatives already in place, several experiences fully embody this new vision of luxury — immersive, elegant, sensorial, and accessible to all generations:
• The “Royal Dream” experience, designed for children, reflects an essential facet of our approach. It offers young guests a personalized and memorable moment (becoming the hero of a fairy tale through hair styling, makeup, and costume), with the same level of care and service excellence as for adults.
• The Disneyland Hotel by Clarins Spa stands as a cornerstone of this offer. Conceived as a haven of well-being, it offers high-end treatments in a serene atmosphere where both parents and children can relax together.
• The Story Keepers, expert Cast Members, unveil the magical decor of the Disneyland Hotel through private and complimentary guided tours of the hotel.
All these experiences are available by reservation and open to everyone, not just hotel guests.
Finally, the choice of exceptional partners from the most prestigious French maisons (furniture, bedding, tableware, etc.) helps anchor this experience in authentic luxury, rooted in French elegance and internationally recognized.
These initiatives reflect our ambition to bring to life a vibrant, narrative, and emotional luxury experience, fully aligned with the DNA of Disneyland Paris.