Disney Cruise Line has officially unveiled its newest vessel, the Disney Treasure, which aims to reinvent family cruising with immersive themes and experiences reminiscent of its beloved theme parks. The grand launch took place on November 19, 2024, marked by spectacular festivities, including drone light shows and celebrity appearances, showcasing Disney's commitment to enhancing its cruise offerings.
The Disney Treasure is set for its inaugural voyage on December 21, 2024, sailing from Port Canaveral, Florida, to the Caribbean. This impressive ship spans 221 feet tall and stretches 1,119 feet long, accommodating 4,000 passengers and 1,555 crew members. Disney continues its momentum of expansion, having not launched any new ships for nearly a decade prior to the debut of Disney Wish in mid-2022.
Steering its growth plan, Disney aims to double its fleet by 2031. This ambitious strategy includes two new ships scheduled to launch by 2025 — the Disney Destiny and the Disney Adventure, with aspirations to reach 13 vessels in total. Thomas Mazloum, President of Disney’s new experiences portfolio, attributed the surge in demand for Disney Cruise Line to their unique blended offerings of entertainment and service, creating memorable experiences for families.
A prominent focus of the Disney Treasure is its themed spaces inspired by Disney's popular park attractions. For the first time, the venture has introduced attractions like The Haunted Mansion and Jungle Cruise directly onto the ship. “Our Imagineers came up with the idea of transforming beloved park experiences onto our cruise ships. This not only connects guests to our popular intellectual properties but also acts as brand ambassadors,” stated Josh D’Amaro, Disney's chairman for experiences.
Inside, the Disney Treasure boasts the first Haunted Mansion-themed bar at sea, where guests can enjoy ghostly cocktails amid spooky decor. The bar features innovative elements such as holographic skeleton fish and Madame Leota's floating crystal ball, amplifying the experience. Meanwhile, the Skipper Society offers themed cocktails inspired by the Jungle Cruise, appealing to adult passengers.
For children, the Disney Treasure includes the Oceaneer Club, brimming with play areas and creative spaces. Featuring slides and character-themed zones, this children's club ensures youngsters are well entertained, allowing adults to unwind at various onboard lounges and bars. Kids can slide directly from the Grand Hall to enter the club, creating excitement as soon as they board.
Dining experiences also reflect Disney's characteristic storytelling; Pixar’s “Coco” themed restaurant, Plaza de Coco, invites families to enjoy meals amid festive music, creating not just meals, but experiences. The Worlds of Marvel venue offers cinema-like experiences during dinner with live-action shows based on Marvel characters, enhancing the storytelling dining concept.
Another distinguished dining establishment is 1923, named after the founding year of Walt Disney Animation Studios, offering guests upscale décor alongside modern and classic animations-themed art. The ship also caters to adults with exclusive eateries such as Palo Steakhouse and Enchante, inspired by “Beauty and the Beast,” which serve gourmet Italian and French cuisine.
The multi-generational appeal of Disney cruises remains at the forefront. With dedicated spaces for various age groups, families can enjoy contrasting activities, separating during the day and reuniting for meals and shows like the Broadway-style production of “Disney the Tale of Moana.” This production even includes new music, connecting new stories with classic Disney narratives.
Industry insights indicate the cruise sector is witnessing increased interest, especially from families. Statistics from the Cruise Lines International Association revealed 27% of cruise passengers within the last two years were first-time cruisers, highlighting the growing allure of cruise vacations. A significant number of these travelers come with multiple generations, showcasing the line’s family-friendly ethos and its effective targeting of diverse demographics.
Despite its relatively small fleet, Disney has carved out a niche within the family cruising market, boasting high occupancy rates and custom experiences. Comparisons to competitors show Disney Cruise Line’s vessels are considered premium, offering extensive service levels considering the price point associated with larger family-oriented lines like Carnival and Royal Caribbean.
Disney’s Treasure begins its voyages with seven-night cruises priced starting at $4,277 for two guests, expected to attract families eager for themed adventures at sea. Pricing fluctuates based on holiday themes, illustrating the demand during peak seasons.
Disney Cruise Line's narrative emphasizes not only its growth through new ships and experiences but also its storytelling roots: “At its core, nothing has changed, and that's to entertain our guests with the best stories,” D'Amaro expressed. With expectations set high for future growth and recognition of the brand's unique market position, the Disney Treasure seeks to enthrall passengers with its imaginative experiences, embracing the magic of Disney on the open seas.
