"Princess" and "Health" Suites Coming to WDW

[Ed]

The following story is in today's Orlando Sentinel -

Disney converting hotel rooms into 'princess,' 'health' suites

By Jason Garcia, Orlando Sentinel
11:59 PM EDT, April 25, 2011

Walt Disney World is converting some of its 25,000 hotel rooms into moderately priced, princess-themed rooms and high-end, "health-and-wellness" suites, in a bid to carve out new niches from within its existing hotels.

The overhauls are part of a directive across the Walt Disney Co.'s theme-park division to develop more specialty hotel rooms that appeal to targeted demographics. The initiative includes the company's first new hotel in Orlando in nearly a decade: Disney's Art of Animation Resort, in which more than half of the roughly 2,000 hotel rooms will be basic suites aimed at budget-conscious families.

"We are really putting significant focus and intensity and resources into driving that strategy," said Mark Rucker, vice president of lodging for Walt Disney Parks and Resorts.

The emphasis on niche hotel rooms comes as Disney seeks ways to lure new visitors to its U.S. theme parks. Disney World and Disneyland in Anaheim, Calif., draw close to 70 million people a year combined, but experts say they could struggle to grow further unless they are able to tap into new pockets of travelers.

Disney also expects the specialty rooms to deliver higher nightly rates than conventional hotel rooms by attracting vacationers willing to pay a premium for select amenities — be it a Princess-and-the-Frog-themed headboard or an in-room yoga session.

"The more segmented you can become, the more you can match the segmentation of consumer demand," said Bill Carroll, a senior lecturer at Cornell University's School of Hotel Administration. "That gives you the opportunity to price differentially."

With the new hotel rooms, Disney is, perhaps not surprisingly, placing its biggest bet on the company's well-known lineup of princesses.

Disney says it plans to transform about a quarter of the 2,000 rooms in the "Riverside" section of Disney's Port Orleans Resort into "Royal Rooms." Billed as rooms that the princesses themselves have stayed in during vacations, they will include many nods to the animated heroines, from bathroom faucets in the shape of Aladdin's genie lamp to the footstool that came to life as a dog in Beauty in the Beast.

It's a concept Disney has dubbed "storybook" hotel rooms — rooms that are more lavishly themed than conventional hotel rooms and are devoted to key company franchises. The company previously converted a wing of rooms in Disney's Caribbean Beach Resort to a pirates theme, and those have proven so popular that the resort has been able to charge a $30-a-night premium for them.

Disney says the 512 Royal Rooms will open to guests in February or March of next year. They will debut the same year that Disney World begins opening a multiyear expansion of the Magic Kingdom's Fantasyland section, in which central additions will be based on The Little Mermaid, Beauty and the Beast, and Snow White and the Seven Dwarves — all princess movies.

In addition, Disney is banking on the princess makeover to ensure that travelers remain willing to pay a premium to stay at Port Orleans, which, like Caribbean Beach, is priced as a "moderate" resort, Disney's middle tier. Those rooms will be among the most vulnerable to losing business to the new Art of Animation Resort, a lower-priced, "value" hotel. Art of Animation, which will have 1,120 family suites and 864 regular rooms, will open in phases beginning in May 2012.

In another move designed to prevent trading down, Disney says it is also replacing the full-sized beds that had been standard in all Port Orleans rooms with queen-sized beds. Disney's deluxe hotels — its most expensive category — already have queen beds.

"We really wanted to focus on our moderate product," Rucker said.

Rucker said Disney is also developing new plans for the suites in its deluxe hotels — beginning with 23 in Disney's Contemporary Resort that will be refurbished to attract health-conscious travelers. Disney says it will convert the entire 14th floor of that hotel to a health-and-wellness theme, complete with a private yoga studio, custom-designed menus, and concierge services.

The rooms themselves will be outfitted with amenities such as bamboo floors, low-allergen pillows and mattresses, exercise equipment and massage tables. Disney says it expects the suites to open by November.

Some experts think those rooms may prove a tricky sell, even for Disney.

"For them to carve out any inventory and specialize in those kind of rooms, I'm not sure they're going to see a lot of returns," said Scott Smith, a lodging instructor in the University of Central Florida's Rosen College of Hospitality Management. "It seems to me that it's such a small, niche market, whereas families going to Disney who like princesses or pirates are huge."

Disney says it views the Contemporary suites as a pilot program. "This is a test for us," Rucker said.

Disney officials would not say how much they are spending on the specialty rooms. Rucker said only that it is "quite a substantial amount above and beyond" what the company spends on its routine refurbishment programs. Disney hotels typically undergo "soft" renovations — in which bedding, curtains and other fabrics are replaced — every six years, and "hard" renovations — replacing fixtures and such — every 12 years.

[Ian]

Sheesh ... what a weirdo idea. I mean, I get the Princess suites and well I guess okay. The Pirate suites seem to have done well, so fine do Princess ones.

But yoga suites?? How weird ... I mean just a totally kooky idea, if you ask me. Seems like a real reach and one likely to fall flat.

Does Disney really attract the granola set?

[Melanie]

Pictures

[TracyL]

Here's the key thing I see in that description that I think is going to work: "bamboo floors and low-allergen pillows". For families with sensitivities to mold/mildew/chemicals, having a room without carpeting, especially in Florida, is huge. And it emphasizes the availability of healthy food choices, which may not be obvious to folks who've not been there before.

It may open up Disney as an option to people who would otherwise never consider it. Will it be a giant success? Hard to say. I'm intrigued, but we've already established that I'm weird.

[Ian]

Here's the key thing I see in that description that I think is going to work: "bamboo floors and low-allergen pillows". For families with sensitivities to mold/mildew/chemicals, having a room without carpeting, especially in Florida, is huge. And it emphasizes the availability of healthy food choices, which may not be obvious to folks who've not been there before.

True, but the article reads like these rooms are going to be expensive (suites at the Contemporary? $500 - $600 a night for openers). Not every family with a kid with an allergy can afford that, that's for sure.

I don't know look, this definitely isn't my space ... I take care of myself, but I'm not like freaky about it. The last thing I'm thinking about when I'm in Disney World is yoga or eating healthy. I'm on vacation?

[dpamac]

True, but not everyone eats like I do when they are on vacation. There are people who like to pamper themselves in different ways than we do. It's just an attempt to widen their demographic using a small percentage of rooms. If it doesn't work, they have some snazzy looking suites to sell at a higher price.

I actually think the room looks really cool. Though I kinda want to slide on the floor in my socks.

[elmjimmlm]

I wonder if the AB section will get these? I still want to know if they will be taking the trundle beds out of those buildings since they are going to all queen beds...Also, have there been any prices released for the new Art of Animation resort?

[ibelieveindisneymagic]

I'm not surprised (neither I think are any of you) with the Princess announcement. I'm not terribly impressed, but I do agree that the little girls will love it, and will increase occupancy at POR, which is such a large resort.

Hmm...the health rooms, now these are a bit more interesting. I thought of allergy sufferers too, when I first read it, so it might be an interesting mix of those who like the "health" aspect, and those who will like the "quieter" Disney stay.

[DisneyCrazy]

suites at the Contemporary? $500 - $600 a night for openers

You can't get a suite at the Contempoary for $500 to $600. The standard Tower rooms are already pushing $500/night or more.

The least expensive suite in the Tower is $645/night during value season. A one bedroom suite goes for $1260/night in value season!

[MississippiDisneyFreak]

The princess rooms look so neat, but I wonder what the prices will be like.

[PrettyMinnie]

The princess rooms, though not surprising, will definitely be a plus. The health suits certainly look contemporary but seem completely unaffordable for you average vacationer.

[sassy2000]

I think both rooms look great. Pretty sure we will never be able to afford a stay in the health suite but the princess rooms will be a big hit with my daughter (and me) I just hope the price of the room doesn't increase dramatically.

[Melanie]

Hopefully the Princess rooms will be the $30 premium charge just like the Pirate rooms at CBR.

[wdwluv]

I wonder if the AB section will get these? I still want to know if they will be taking the trundle beds out of those buildings since they are going to all queen beds...Also, have there been any prices released for the new Art of Animation resort?

I'm curious about the trundle beds too, with the change to queen beds! We stayed at POR primarily because we are a family of 5! (happy that it was one of our only options, because we ended up loving it there!) Is our only option going to be Art of Animation or Deluxe once it happens? I'll be sad to not be able to stay at POR anymore.

(mostly off topic - but I'm still wishing they would add a Tiana and Naveen character meal at Boatwrights! At least once a week or something! They are almost impossible to see at the Park. Only a few meet and greets a day and the line often gets closed down for being full!)

[Ian]

You can't get a suite at the Contempoary for $500 to $600. The standard Tower rooms are already pushing $500/night or more.

The least expensive suite in the Tower is $645/night during value season. A one bedroom suite goes for $1260/night in value season!

Wow, thanks for correcting me there. My cost perspective on those rooms must be way out of date. But yeah now that you say it, I guess I know that Tower rooms are near $500 a night so it would make sense that a suite would be significantly more than that.

Makes me more glad than ever to be a DVC member!

[BrerSchultzy]

I have a hunch those health suites aren't designed for the typical WDW guest, but more for the business/convention/I-have-so-much-money-I-don't-know-what-to-do-with-it guests. It makes staying in Disney World "trendy" for a certain set. And if the "Contemporary Resort" is to stick with its theme, they have to do stuff like this to keep up with trends in business travel.

[kakn7294]

Not sure how a health suite will go - I think just a room dedicated to a healthier environment may have been a better choice. But I guess time will tell on that one. However, I am totally intrigued by the Princess rooms! When I'm on vacation, I'd LOVE to feel as if I'm royalty and since only Ian got to experience the Castle suite, I think this is a great way to give those of us who didn't get that chance an opportunity to experience that "royal" feeling. I've already paid the premium to stay in a Pirate room so the additional cost would most likely be good with us. I really love the pic! Thanks for posting Melanie!

[Patricia]

This looks like the Princess Concept rooms we saw last summer. There was also a Haunted Mansion concept I thought would have been fun, maybe it's coming to another resort later. Although, other than PO I'm not sure where HM would fit.

Personally, I like the themed rooms and can see the Princess rooms being very popular. If I had young daughters I'd definitely stay in one.

As far as the Health suites go, I guess if there are people already spending $1260 a night for a one bedroom suite, then the cost of a healthier room would be no object for them. I'm sure it will become popular with some folks.

[BrerGnat]

These health suites are not geared towards families with children. There is workout equipment IN the room! That's a liability with small children, particularly if we're talking about treadmills or any type of weight machines.

This is a VERY popular thing in California hotels. Many of them have "spa rooms" or "workout rooms" or a combo of both. There are even several resorts entirely dedicated to this idea. The Westin chain also offers "The Westin Workout Room" at many of its locations, including the Swan! I think this is Disney's attempt to capitalize on the segment of the population that frequents these establishments, and most of the ones I know of are $$$$, so it would be nothing new there. I would love to stay in one of those types of rooms, but the fact that they are all suites makes it unaffordable. I guess this is what they decided to do with the 14th floor. That floor is small (number of rooms) anyway and it was always sort of awkward that those suites didn't get the refurb. This at least makes those suites/rooms worthy of the big price tags.

Now, honestly, the Royal rooms...totally lost me on that one. It seems like that demographic is WAY too narrow for a moderate resort. How many families with boys will be willing to stay in one of those rooms? I think a more gender neutral approach would have worked better...

[Goofster]

I'm curious about the trundle beds too, with the change to queen beds! We stayed at POR primarily because we are a family of 5! (happy that it was one of our only options, because we ended up loving it there!) Is our only option going to be Art of Animation or Deluxe once it happens? I'll be sad to not be able to stay at POR anymore.

I thought I read that the POFQ queen bed conversion didn't take much away from the room and instead just made the nightstand smaller, so the trundle beds might stick around. But, we're not taking the risk, so we're staying there on our next trip in March just in case it's the last chance my family of 5 can stay there in one room. We loved the resort on our last trip, but we were there for only one night before switching to Boardwalk.