33 WALT DISNEY PARKS AND RESORTS How Big Data Is Transforming Our Family Holidays


Family entertainment company Walt Disney are one of the best-known – and best-loved – companies in the world, and their theme parks and resorts bring in 126 million visitors annually. With the recent launch of the MagicBand, Disney are able to track guests’ every move around their Walt Disney World resort in Orlando, Florida – from what rides they go on to what they order for lunch.

What Problem Is Big Data Helping To Solve?

Data from the MagicBand can help Disney learn more about who their customers are and what they want, allowing the company to anticipate customer needs and improve the theme park experience.

How Is Big Data Used In Practice?

In early 2014, Disney launched their innovative MagicBand: a colourful wristband that helps guests personalize the entire Walt Disney resort experience. Guests can customize the bands before they leave home at My Disney Experience on Disney’s website and, when they arrive at the resort, the bands act as a room key and provide access to the park and FastPass tickets for attractions. The bands can also be linked to card payment details, allowing guests to purchase food and merchandise with a touch of the wrist. Kids get a wristband too, which allows the Disney characters around the resort to automatically greet young visitors with their name.

The wristbands are (at the time of writing) still voluntary, but they’ve proven popular so far: 10 ...

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