Disney is doubling down on what makes a Walt Disney World vacation unique, and according to company executives, that’s the “Disney Bubble.” As Universal Orlando prepares for its biggest expansion yet with Epic Universe set to open in 2025, Disney is reinforcing its commitment to creating a fully immersive, all-in-one vacation experience.
What Exactly Is the Disney Bubble?
For years, Disney fans have referred to the “Disney Bubble” as the feeling of being completely immersed in the magic from the moment they arrive on property. From on-site resorts and exclusive transportation to carefully crafted storytelling, the idea is that guests never have to step outside Disney’s world during their vacation.
At a recent media panel, Alison Armor, Vice President of Resorts Operations, explained why this immersive atmosphere is so important:
“It’s the anticipation and the expectation that they’re going to live in the magic. And that’s what they walk away with—the feeling of immersion in our story from beginning to end.”
Armor, who oversees over 29,000 rooms at more than 25 Disney hotels, highlighted that guests consistently return because of this sense of seamless magic.
Making Disney Easier to Navigate
One of the biggest challenges Disney faces is simplifying the planning process, especially for first-time visitors. Chelsea Filley, Vice President of Customer Experience and Commercial Strategy, emphasized that Disney is working hard to make trip planning as smooth as possible.
“You can truly do everything here,” Filley said. “The bubble is what makes the magic, and you want that magic to feel like ‘I’m making the most of my time here.’”
Filley explained that Disney’s Customer Experience (CX) team was created to address guest concerns and eliminate unnecessary complications in booking, Genie+ selections, and dining reservations.
Can the Disney Bubble Compete With Universal’s Growth?
While Disney remains committed to its guest experience, the Disney Bubble isn’t what it used to be. The removal of complimentary Magical Express airport transportation, the introduction of paid Genie+ instead of free FastPasses, and the elimination of certain resort perks have chipped away at the all-inclusive feel that once set Disney apart.
Meanwhile, Universal Orlando is expanding rapidly. With Epic Universe adding a massive new park (alongside Universal Studios Florida and Islands of Adventure), the resort is becoming a more compelling multi-day destination. With the addition of more immersive lands, new resorts, and advanced technology, Universal is poised to challenge Disney’s dominance.
However, Disney believes storytelling and nostalgia will continue to set it apart. While Universal is going bigger and bolder, Disney is banking on the emotional connection guests feel when they step inside its parks.
What’s Next for Disney?
With competition heating up, Disney will need to find new ways to keep the bubble intact. While large-scale attractions may not be opening soon, Disney is focusing on:
- New entertainment offerings
- Resort-exclusive perks
- More seasonal and after-hours events
As Universal prepares to unveil its biggest expansion yet, Disney is standing firm, reminding guests that a Disney vacation isn’t just about rides—it’s about stepping into a world of magic that starts the moment you arrive. But in an era where guests have more choices than ever, is the Disney Bubble strong enough to hold? We’ll have to wait and see.
Bringing back the Magical Express would be a good thing. People coming for the first time don’t have worry about getting to the World and back to the Airport.
I think that was on of the perks of staying on site.
We loved and utilized the magic express many times. It was the beginning of the “magic.” The decor, the announcements by the icon Disney spokesman, the cheesy videos.
It was a big mistake taking that away from us.
Uber just doesn’t have the same ring to it.
Totally agree!
There is a major disconnect between this statement:” However, Disney believes storytelling and nostalgia will continue to set it apart”. And what is actually happening. Storytelling and nostalgia is being lost to IP, destruction and replacement.
THIS!!!
When you have to spend most of your day on your phone checking wait times, booking lightning lanes, food and beverage service it’s just taking away from the actual enjoyment of a vacation.. so the immersive bubble is well and truly burst.. also they really need to sort out stroller parking as it is just awful when all you see in photos you take are hundreds of strollers lying around near ride entrances.. we visited from the uk over new year and universal was a far more enjoyable experience then any of the Disney parks.!
So well said! This is exactly why its lost its magic for me. Im on my phone all day and not getting to “be present” with my family. The after hours paid events feels like a money grab-just stay open until midnight like back in the good ole days.
Price gouging, eliminating the Magical Express, political messaging and affiliations, and the overall decline in customer service is leading Disney down a hole it well deserves. It’s good that Disney has some competition. Hopefully they will correct their current trajectory. Until then, piss off.
Its more than just a Disney Bubble issue. Families now believe that Disney is no longer a “Family Company”. Walt Disney himself said that Disney represented the ideals, the dreams and the hard facts that made America great. In the last 10 years, Disney has removed or changed so much that the company doesnt want to admit to the hard facts that they do not represent the ideals of American public, the dreams and the rich history that Disney himself represented! The hard fact is that people cant afford to go anymore. Disney park Tickets has increased an astonomicle amount from $35 in 1992 to $199 in 2025, the increase is $164, yielding a percentage increase of ($164 / $35) × 100 = 468.57%, or roughly 469%. Now compare that to the inflation rate -Cumulative Inflation: Prices have risen by about 125% from 1992 to early 2025, based on CPI growth.
If a Disney World ticket price from 1992 ($35) were adjusted solely for inflation to match the rate between 1992 and 2025, it would cost approximately $78.81 in 2025 dollars. This highlights that Disney’s actual price increases are a spit in the face of its fans (240% to 469% nominally) which have significantly exceeded inflation (125%), reflecting additional factors like demand, park enhancements, and pricing strategy shifts. If Disney wants its followers back it will need a new leader who believes in the original 4 pillars – Show, Safety, Courtesy, and Efficiency and replace the Inclusion, with affordability!
Between how complicated it is to be on your phone all day and the discriminating way Disney treats disabled guest has soured us on ever going back.
I was on my phone all day for our visit in February (we stayed 3 days at Universal and went 1 day to HS) such that my phone was dead when I needed to leave! And I couldn’t call an Uber!! Luckily my watch worked enough to call my wife (who BECAUSE of the COST stayed at Universal) who got us an Uber…
Too expensive, too annoying to get on rides and too discriminatory — I’m done!!
New entertainment offering
So re theme old rides to fit a narrative
Resort-exclusive perks
So raising the prices to pay for things we used to get
More seasonal and after-hours events
So more over the top priced tickets and cutting everyone who can’t afford it’s day short, yet, still charging thosecpeoplectgecsamecamouht.
Just what I heard in my head when I read this
Used to LOVE Disney. My money is honestly way better at Universal. I regularly stay there now for a week at a time and love the Hardrock. With included front of line it’s great and now there’s a new park!! Magic Kingdom was better with free dinning but without it and now lightning lane that just plain stinks, it’s alot of money for a few good rides spaced out way too far
Avatar and Everest, Star tours and Rise, guardians and Test, tower of terror and aero…nevermind.
Splash m….nevermind
Don’t forget all of the live entertainment that they have eliminated. The luau at the Polynesian, the live Orchestra at the Grand Floridian, the Hollywood performers on Hollywood Boulevard, and lots of other life character interactions. And now they want to take away the Rivers of America and the riverboat? Those are things that separated DISNEY from Six Flags and the other parks. If you’re going to take away Tom Sawyer Island, make it the New Orleans Bayou, put Tiana’s restaurant there, and have live jazz performers every evening, including Tiana herself. A no-brainer, would be incredible. There are plenty of musicians around who would love that opportunity.
Bring back cast members telling guests, “Have a magical day!” Last time I was there in 2023 only an older janitor sweeping up trash told us to have a magical day. Sad!
I was enchanted with the Disney bubble when I first arrived at the airport and the Magical Express was waiting to pick me up. I truly loved that feeling of no hassle your vacation starts now We now rent a car and the money that would have been spent on Disney property doesn’t really happen anymore. We shop and eat off Disney property since it is cheaper. Comparing the costs to shop and eat on Disney property is money comparable to what is spent on rent a car and off property activities. Besides there is more freedom to go to other entertainment in the area. We don’t have to be at Disney for the full time we are there. So Disney shot themselves in the foot there.
I felt the fast pass system worked well, it gave everyone an equal opportunity to get a decent ride time. Now this is gone replaced by a you play, you pay system as if the entrance fee wasn’t enough. The heavy dependence on technology to use your phone for scheduling ride times, to order a meal, easy check out while shopping and/or to navigate leaves my phone near dead. Forget taking photos to commemorate the visit. I now need to carry an extra battery pack.
I’ve learned never to go during the Halloween time because of the evening events and the hours being cut by at least 6 hours a day. Charge the same amount for the tickets during that time, but limit the paying customers by kicking them out of the park hours early. That’s not right. Provide a discounted day ticket since you are making money on your evening event. Any other time of the year my daily ticket price would allow me to stay until the evening.
I was always able to obtain a DAS for my medical condition. I have the doctor’s notes, I can show the medications, but now that too has been taken away. I am a retired senior and the last time I waited online to talk to someone about DAS was over 10 hours and the next day another 5 hours. I now go to the parks and only ride what I can stand in line for and leave. It’s getting harder to want to go to Disney.
I’ve always loved Disney as a child because it was my happy place away from my abusive family life. Every Sunday after the Wonderful World of Disney, I would return to my chaotic and abusive life. My husband even bought me DVC x2 so I could always enjoy Disney.
With the many changes that are not in the favor of the clients, I am having less fun and my attitude toward visiting Disney has changed. Every vacation has been Disney. Now I am willing to travel elsewhere. There is no sense in paying for a vacation to be hassled from transportation, denied DAS, and park experience, just to be exhausted. Everything is a money grab. Disney has become greedy and is losing its charm and specialty that made it Disney.
I totally agree with you. My experience on the last trip I took in May was so different than I enjoyed in previous years. Pay a huge price for tickets and then waste your time waiting or pay even more.
I loved Disney as a child and as I grew older. I now have my own family and have been excited to start planning a Disney vacation for the later part of this year. However, after reading so many articles and comments about price increases, ride break downs, lightning pass keeping someone’s attention the whole time(and more money) rude workers, and nostalgic rides being taken away…….I think we may make it a Universal vacation. 😔 As much as I want my children to experience Disney magic, it’s more important that they don’t get a bad first impression of Disney World. Also, I dont want to spend so much money on what i feel will be a disappointment to my husband and I. I’m hopeful they will be able to find anyone way to once again be committed to making Disney World a wonderful, magic experience rather than focusing on generating income.
This year marked the first time we tried Universal and I found that Universal is now what Disney used to be. We rode more rides in one day at Universal than we did in 4 days at Disney. We did notice the stand by lines at universal moved much better than at Disney. They were able to integrate their fast pass and stand by lines more evenly so the stand by times were not insane. We did not pay extra at either place for any special fast passes. At check in at Disney, we asked if they could try to have our daughter’s family near our room, they were checking in two days later that us. The first Disney person said they couldn’t do anything and was somewhat rude. We though maybe we just caught someone on a bad day. We went back the next morning to try someone else. It took a little while to get one of the people to stop looking at their I-Pads and notice us waiting. Again, they were a little more friendly but couldn’t do anything. That afternoon, we asked a lady there and she was very nice and helpful and was able to put our daughter in a room next to us. Check in at Universal was very pleasant. The lady at the counter was super helpful, especially since this was our first visit there. She took her time, explained everything and answered all our questions. We told her our daughter was coming later and asked it they could put them near us. She said no problem and put them right across. Super friendly and helpful people throughout the parks. It was funny, at Disney, we would tell Cast Members good morning and it was two days before one of them told us something back. Many of the new cast members at Disney are not as friendly or welcoming as those of the past. Also, the value for the money just isn’t there. Good luck Disney with trying to play catch up with Universal, you will have a long way to go.
We are DVC and come to Disney annually. The past 3 years we have not gone into the parks. Why… $.. We can only afford the flights, food and transportation (no ME). Disney needs to accept that they have made mistakes and improve.
“Disney believes Nostalgia will bring guests back”. Meanwhile, Disney continues to destroy all points of nostalgia as they remove Rivers of America, Tom Sawyer Island, after removing favorites like Splash Mountain, the great movie ride, countless classics at EPCOT. Don’t get me wrong, some of the new attractions are great (GOTG), but removing the things guest are nostalgic about is exactly what they are doing wrong. They need to find ways to add new without destroying all the things that people have built great memories around. If you remove the nostalgia, Universal EPIC Universe beats Disney hands down. It’s so far ahead it’s not even close. This is coming from a lifetime WDW Fan.