Disney is a company that is always taking advantage from latest technologies available. It is no surprise that Disney is now trying to focus very much on creating even uniquer experiences in their theme parks by taking a completely new personalisation approach. Disney is now making use of bracelets that have a microchip embedded and can help consumers to plan their trip and experience in the theme park before even going there. This is a very interesting step that not only raises positive remarks, but also raises the question how every step in the theme park can be tracked without violating the level of privacy many travellers still expect from a trip to Disney Land (Skift 2013).


Disney’s My Magic project is the first of its kind started by Disney and is worth billions of dollars. The project aims to gather data of visitors with regards to their travel planning. This  will gather vast amounts of data of DIsney’s millions of visitors each year. It is therefore a major big data project, tracking the exact things each visitor is spending, where visitors are actually going within the theme park and time related data to what and when they eat. This will enable Disney to really understand what visitors are doing and how they are behaving in the theme parks.


The goal of this My Magic project is to get insights into the wants and needs of consumers, enabling the company to send individual visitors of their theme parks relevant messages or offers that are very personalised, taking into consideration previous behaviour in the theme park. For each consumer, these sales messages will differ, along with the prices, ensuring consumers receive truly personalised offerings when being in the theme park.

This is something very unique and unheard of before in the tourism industry. The potential for such a vacation planning system could not only work for Disney but could also be used by other tourism businesses, from attractions to hotel chains or even on a much larger and complex scale for cities.

The personalisation approach works best the more information is being shared by the visitor to the theme park in the form of the purpose of the visit, length of stay and when in the park, which rides and things were done and for which ones no time was left. This enables Disney to understand what visitors might be interested in for future advertisement, showing them more experience they can have when revisiting Disney.

The ultimate goal is to increase the length of visitation and add on bookings due to prior notification of a deal that the consumer might want to get, in order to for example shortening the waiting times in the theme park by acquiring a Fast pass for attractions. Disney has certainly made a brave step to tackle big data and approach personalisation to improve the overall visiting experience in their theme parks. The concept should certainly also be looked at more closely for the tourism industry, still at an early stage of tackling big data on a broader scale. There is potential and opportunities are there that only need to be jumped into.

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