Disney Cruise Line recently changed how cruise prices are displayed on their website. Instead of showing the total cost up front, Disney Cruise Line now shows an “average per person” price that’s based on multiple occupancy. The total cost for the cruise is now buried several steps into the booking process.
Here’s an example of how pricing is displayed for an Alaskan cruise.
The total cost of the stateroom is now only seen after you pick a sailing date, confirm your party, pick a stateroom type, and pick a deck. Then, once you’re selecting a specific stateroom, the total cost for your cruise is displayed.
We imagine this change was based on marketing, and getting the user interested before showing them the full cost of their cruise. Disney can show much lower prices using this format. It makes the cruise prices look much more affordable, which might be Disney’s way of fighting the perception that they’re one of the most expensive options.
Personally, we think it’s a bit annoying having to go through so many steps to see the full price. We often check out multiple dates to determine which sailing is the best for us, and doing that now takes a lot longer when price shopping.
