How to Use Disney’s Formula for Emotional Connections
Table of Contents
2. Encourage Sharing and Advocacy
4. Educate Guests Through Experiences
5. Build Emotional Connections with Small Gestures
Why Emotional Connections Matter
At Walt Disney World, the magic extends far beyond the rides, characters, merchandise and fireworks.
What truly sets Disney apart is its ability to build deep emotional connections with its guests, transforming one time visitors into lifelong fans. This is my fourth visit to a Disney Theme Park. I haven't been to Walt Disney World before, however a number of elements are the same as you can imagine, however many are unique to this experience.
Disney can create lifelong fans through thoughtful personalisation, strategic social engagement, and loyalty building initiatives that are all seamlessly integrated into the guest experience.
As a small or medium-sized tourism operator, you can adopt and adapt these strategies to cultivate a loyal customer base.
Let’s dive into how Disney does it and how you can implement similar practices in your business.
1. Deliver Personalisation
At Disney, personalisation begins the moment a guest books their trip.
A shining example of this is Disney’s MagicBands, wearable devices that link to a guest’s account.
MagicBands enable tailored experiences like personalised greetings from characters, automated ride photos, and pre-ordered meals delivered to your table. This is all designed to make every guest feel uniquely valued.
How You Can Do It:
Start collecting guest preferences during booking or check-in. Use this information to craft unique, memorable moments that show your guests you’ve gone the extra mile for them.
Ask your customers for a little bit of information for the purposes of personalisation.
Example in Action for Tour Operators:
• A guided hiking tour could personalise experiences by offering curated snack packs based on dietary preferences or adjusting the difficulty level for families with small children.
• A boutique winery might customise tasting sessions based on a guest’s wine preferences shared during booking, complete with a personalised thank-you note at the end of the visit. Use a CRM (like Corksy) to log guest details during reservations or visits.
Key Tip: Leverage technology where possible. Tools like booking software or surveys can collect and organise customer data, making it easier to deliver these personalised touches.
2. Encourage Sharing and Advocacy
Disney is a master at creating shareable moments.
Instagram-worthy backdrops like Cinderella Castle or Star Wars: Galaxy’s Edge are designed to inspire guests to snap photos and share them online.
I have posted more than 50 photos of Disney so far on instagram and facebook, in addition I have at least 8 blogs to write about this experience. I would say I am now an advocate.
Disney further encourages this with features like PhotoPass, which makes it easy for visitors to access professional quality images from their trip.
How You Can Do It:
Design visually engaging spaces within your business that inspire guests to capture and share their experiences.
Create incentives for sharing on social media to amplify your brand’s reach.
Example in Action for Tour Operators:
• A kayaking company could place a photo station at a picturesque location along the river, complete with props like paddles branded with your logo. Guests who tag your business in their social posts could be entered into a monthly giveaway for a free tour.
• A historic walking tour could offer a “selfie stop” at a particularly iconic site, complete with an information plaque encouraging guests to share their photos online using a branded hashtag.
Key Tip: Make sharing easy for guests by providing free Wi-Fi at your venue and simple instructions on how to tag or hashtag your business.
3. Offer Loyalty Programs
Disney’s annual passes and loyalty perks, such as exclusive access to merchandise, discounts on dining, and early reservations for attractions, create a strong incentive for repeat visits.
Every time we bought a drink, meal or merchandise we were asked if we were a member or had any member discounts.
These programs are designed not only to reward frequent guests but also to make them feel like part of an exclusive club.
How You Can Do It:
Build a loyalty program that suits your target audience. It doesn’t have to be complex. A simple points system or referral program can work wonders.
Example in Action for Tour Operators:
• A bed-and-breakfast could offer a loyalty card where guests earn a free night after three stays, or receive an upgrade on their next visit.
• A wildlife safari operator could provide exclusive “early bird” booking opportunities for loyal customers to secure spots on newly launched tours.
Key Tip: Regularly communicate with your loyalty program members to keep them engaged. Send newsletters highlighting upcoming offers, new experiences, and exclusive events.
4. Educate Guests Through Experiences
Disney excels at seamlessly integrating education into entertainment, particularly at Animal Kingdom and EPCOT.
We took the African Safari and learnt more about the conservation of African elephants in the 20 minute tour that we have known in our lives.
Guests leave with not only cherished memories but also a deeper understanding of the environment, science, and cultural diversity.
How You Can Do It:
Use storytelling and hands on activities to educate guests about the unique aspects of your business or location.
Example in Action for Tour Operators:
• A cultural tour operator might include workshops where guests learn to cook a traditional dish or create local crafts.
• A marine wildlife tour could educate guests on conservation efforts and how their visit contributes to preserving the ecosystem, making them feel part of a larger mission.
Key Tip: Infuse your educational content with emotion and action. Guests are more likely to connect with causes that feel personal and impactful.
5. Build Emotional Connections with Small Gestures
Disney’s cast members (employees) are trained to create “magical moments” by recognising guest milestones and offering unexpected surprises.
Happy birthday button
This always generates special attention from the cast members in the parks. Click here to see the other celebration buttons to choose from.
Whether it’s a birthday pin or a spontaneous gift, these moments leave lasting impressions. Over the last few days we have heard cast members wishing people happy birthday endlessly. It’s a great touch and the guests feel valued.
How You Can Do It:
Empower your team to create moments of delight. Small, thoughtful gestures can have a big impact. Encourage your team to come up with a few ways they can delight your customers.
Example in Action for Tour Operators:
• A hotel concierge could surprise a couple celebrating their anniversary with a handwritten card and complimentary dessert.
• A zipline operator could present a young guest with a “Junior Adventurer” certificate at the end of their tour.
Key Tip: Train your team to actively listen for opportunities to surprise and delight guests, whether it’s by celebrating milestones or solving problems before they arise.
Why Emotional Connections Matter
Creating emotional connections is about more than delivering great service. It’s about making guests feel valued, understood, and inspired.
When guests feel emotionally connected to your brand, they’re more likely to:
• Return for future visits
• Recommend your services to friends and family
• Engage with your brand on social media
Disney’s success in building these connections lies in its ability to make every guest feel special. By adopting similar strategies, you can turn your visitors into lifelong ambassadors for your business.
Take the Next Step
As a tourism growth coach, I specialise in helping small and medium-sized operators create emotional connections that drive repeat business and build lasting loyalty.
Whether you’re looking to refine your customer experience, launch a loyalty program, or create personalised guest interactions, I can help you develop a strategy tailored to your business.
If Disney can turn a single theme park visit into a lifelong memory, imagine what you can achieve for your guests.
Let’s work together to create unforgettable experiences that keep them coming back for more.
Get in touch today, and let’s start building magic for your guests—one connection at a time.
