Three individuals close to the Star Wars: Galactic Starcruiser project at Walt Disney World Resort have said that the experience “never made money,” according to a new report from The Wrap. It was also revealed that the immersive hotel experience had a lower occupancy on average than initially thought.
Galactic Starcruiser ‘Never Made Money’
When Star Wars: Galactic Starcruiser opened in March 2022, the experience cost guests and Star Wars super-fans nearly $5,000 per cabin for the two-night stay. Despite the high cost of entry, other expenses to keep the experience running (and low occupancy) contributed to its reportedly low profits.
According to The Wrap, there were two sets of characters on duty at all times aboard the Starcruiser to account for if a performer became sick or injured, thus doubling performer costs. In addition, the highly-detailed theatrical experience “cost a ton of money to develop and deploy,” and Disney didn’t help matters by being unable to convey to the general public what the Star Wars: Galactic Starcruiser exactly was.
Though Star Wars: Galactic Starcruiser did not perform as well as Disney had hoped, it was generally well-reviewed and has the distinction of winning the 2022 TEA Thea Award for Outstanding Achievement in Brand Experience.
A Lower Occupancy Than Originally Thought
In the end, approximately 71,000 guests were passengers on 274 voyages aboard the experience, according to The Wrap, not counting repeating guests.
The average occupancy rate of the Galactic Starcruiser was 70 percent, meaning that some “cruises” had an occupancy as low as 20 percent.
Per The Wrap, this count wasn’t based on hotel rooms, but on how many people could fit in the atrium of the hotel for its more climactic show moments — like the finale of the experience.
Despite its positive reviews and ambitious storytelling, a “bungled marketing campaign” and high cost of entry ultimately kept the average Walt Disney World guests away from the experience. In early 2023, the number of voyages per week was reduced after months of disappointing occupancy and canceled voyages, the dinner services on board were reduced from two to one, and various discounts were offered to entice Disney’s special interest groups — like Walt Disney World Annual Passholders and Disney Vacation Club Members — to book the experience.
The Star Wars: Galactic Starcruiser closed on September 30, 2023, enabling Disney to write off the property for approximately $300 million. Though Chairman of Disney Parks, Experiences and Products Josh D’Amaro has said that “something will happen” to the immersive experience, the closure has come and gone without word of what comes next for this unique themed entertainment experience.
Curious about the Star Wars: Galactic Starcruiser full experience? Check out our guide to everything on the Star Wars: Galactic Starcruiser and our honest, in-depth review.
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