uk-2014-annual-review

2014 ANNUAL REVIEW
LEVERAGING GUEST FEEDBACK
TO DRIVE SALES
INNOVATION AT THE HEART
OF THE GUEST EXPERIENCE
Disneyland Paris goes to great lengths to understand its guests and their expectations.
Responding to their wishes and expectations is crucial to their satisfaction, and therefore the Group’s
growth strategy. It enables the Group to fine-tune its communication and deliver solutions that are
tailor-made for high-quality experiences.
Creativity and innovation are firmly rooted at the heart of Disneyland ® Paris, and they are pillars in the Group’s
strategy. These values can be seen throughout the Group – from the resort experiences to its approach to
sustainable development and the way the teams work with local businesses.
LISTEN AND UNDERSTAND
The Euro Disney S.C.A. group has a team
of statisticians, research managers and
others who conduct studies throughout
the resort. Their mission is to measure
and analyze target audience expectations,
post-stay satisfaction and the impact of
communication campaigns in each country.
Each year, over 300,000 people are
surveyed through such studies that include
on-site questionnaires and online surveys.
Disneyland ® Paris uses the results of these
studies in a number of ways. These include
measures to enhance the quality of shows,
merchandise and dining opportunities, as
well as steps to strengthen the impact of
market-specific sales offers. For example,
Ratatouille : L’Aventure Totalement Toquée
de Rémy was developed when studies
showed guests were keen to see The Walt
Disney Studio ® Park experience enriched
through a new family-focused attraction.
Since its launch, the attraction has been
very much in the spotlight, with over 13,000
guests surveyed in two months. The
results, which are extremely satisfactory,
confirm its success.
FULFILL THE EXPECTATIONS
OF ALL TARGET AUDIENCES
Disneyland Paris attracts a mix of audiences
including families with children of all ages,
adults with no children, young adults and
more. Expectations differ depending on
the target audience and the country of
origin. These include length of stay, eating
habits, emotional bonds with the Disney
brand and the ideal age for children to visit.
Common to all guests however is the fact
that they are sure to enjoy an unforgettable
experience. To maintain this strong
perception of quality, the Group constantly
adapts communication and sales offerings.
In February 2014, a new campaign was
launched, reaching out to the resort’s target
audience of families. This was followed in
June by a fun yet quirky campaign reaching
out to young adults. Another key target
audience is the first generation of parents
who return to Disneyland Paris with children
of their own – sharing emotions they experienced
on their first visit to the resort as
children. Disneyland Paris has also
adapted its offer to each country through
custom-made sales initiatives including
special offers and services.
© Disney•Pixar
THE DISNEY TRADITION
OF INNOVATION COMBINED
WITH CREATIVITY
Disneyland Paris has a number of strengths
– from taking guests on storytelling adventures
and bringing characters to life,
to creating 3D movie worlds for guests
on board trackless, radio-controlled
rat-mobiles that run on electricity and
charge each time they come into the
station and collect guests.
INNOVATION AT THE HEART
OF EVERYTHING
May 2014. Accessible on smartphones
and tablets, the portal enables Cast
Members to access the latest resort news
as well as information on advantages
and audience-specific data. Innovation
can also be seen in a range of energyefficient
sustainable development tools
being deployed. These include low-energy
light bulbs, presence detectors, intelligent
thermostats for the hotels, and more. The
new Ratatouille attraction is particularly
significant in this area as it includes LED
lighting, solar panels and equipment to
recycle the heat from the video projectors
used in the attraction. The Group is also
actively encouraging innovation in the local
area by collaborating with partners. For the
Ratatouille-themed attraction, for example,
the Group worked with a company that
specializes in the use of ultrasound to
clean. That business, Fisa, developed
exclusive bespoke equipment to clean the
attraction’s 3D glasses.
* Inspired by Finding Nemo, the Disney•Pixar animated movie.
to explore. To achieve this, the Group can
count on the Walt Disney Imagineering
Disneyland Paris is increasingly using the
GUESTS FROM CHINA, RUSSIA
AND THE MIDDLE EAST HAVE HIGH
STANDARDS. THAT HAS PUSHED
US TO ENHANCE OUR OFFER.
FOR EXAMPLE, TO OUR RUSSIAN
GUESTS, WE PROPOSE PREMIUM
PACKAGES INCLUDING BILINGUAL
VIP GUIDES, HANDS-FREE
SHOPPING SOLUTIONS
AND MANY OTHER SERVICES.
team of around 1,500 creative experts.
These storytelling specialists, representing
140 different job classifications, use the
very latest technology to offer guests
an exceptional experience. Their unique
expertise has led to never-beforeseen
adventures such as Ratatouille :
L’Aventure Totalement Toquée de Rémy.
Inaugurated in 2014, the attraction
very latest digital technology to improve
the guest experience. At the California Grill
fine-dining restaurant in the Disneyland ®
Hotel, for example, menus are now
presented on tablets that include photos
of the dishes and information on the chef.
At the Crush’s Coaster* attraction, guests
can now enjoy waiting in line by connecting
digital devices to a Wi-Fi network and
harnesses a unique combination of
download a free game (only available
Brigitte Elmkies-Sitbon
Director of International Marketing & Sales,
New markets
innovation that combines sensory effects
(smells, heat and water) and 3D imaging.
It takes guests into a unique world
there). Cast Members are also reaping the
benefits of technological innovation thanks
to a new bilingual web portal launched in
© Disney•Pixar
36 37