Speaking at today's quarterly earnings call, Bob Iger repeated his previous comments that he does not think raising Disney them park prices is "smart."
He went as far as to criticize the company's previous pricing policies under Bob Chapek. Iger said, "It is clear that some of our pricing initiatives were alienated to consumers. I have always believed that accessibility is a core value of the Disney brand. We were not perceived to be as accessible or as affordable to many segments, as we probably should have been. After basically paying heed to what we are hearing, we started to address it and the steps that we took were actually were very, very positive. We got really, great reactions to it. "
Since returning as Disney CEO, the parks have seen more lower priced ticketing at Disneyland Resort and elimination of parking fees at Walt Disney World Resort hotels, with more expected.
Former Disney CEO Bob Chapek famously repeated claims that raising prices as demand dictated was the right thing for a business to do.
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