Disney expands Magic Your Way based on agent feedback


LAKE BUENA VISTA, Fla. -- Options to purchase eight-, nine- and 10-day tickets as part of Walt Disney World Magic Your Way vacations became available Feb. 11.

These new options were added as a result of feedback from travel agents, according to Randy Garfield, executive vice president of sales and travel operations for Walt Disney Parks and Resorts. As originally conceived, the ticket durations were to be one to seven days.

Garfield, who also is president of the Walt Disney Travel Co., characterized the sale of Magic Your Way vacations as brisk since the product and pricing strategy was rolled out at the beginning of the year.

Magic Your Way is billed as giving clients more flexibility, enabling them to buy a base ticket for one to 10 days, and then choosing among three options to add or decline.  Previously, some of these elements were automatically bundled into the vacation package.

Garfield said bookings of Magic Your Way vacations are off to a strong start, adding that Disney trained thousands of agents in person on the product and that 3,400 others participated in Web seminars.

The Walt Disney Co. is gearing up for May 5, when it kicks off the Happiest Celebration on Earth, a worldwide tribute to the 50th anniversary of Disneyland.

For the occasion, Walt Disney World will feature attractions imported from other Disney Parks around the world.

Also, on May 5, Walt Disney World Resort will introduce Disneys Magical Express, an airport transportation and luggage delivery service between Orlando Airport and the resort for guests staying at Disney-owned and -operated hotels.

Participating airlines include United (including Ted), Continental, Delta (including Song) and American.

In other developments, Garfield said there has been an impressive increase in the number of bookings that agents are making through Disneytravelagents.com. He said the sites new features, including a ticket calculator and multiple quotes tool, have proven popular.

To contact reporter Dennis Schaal, send e-mail to [email protected].

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