In December, Disney’s theme park and cruise divisions set sail on a bold new venture with the launch of the Disney Treasure, the newest ship in the Disney Cruise Line fleet. The grand christening event, which took place in New York City on November 19, marked a significant expansion of Disney’s global cruise business. The arrival of the Disney Treasure represents not only a state-of-the-art cruise experience but also a shining example of Disney’s unique approach to leveraging its vast array of intellectual property (IP) for an immersive, storytelling-driven vacation experience.
Disney Treasure: A Floating World of IP
On a chilly November evening, over the Hudson River, hundreds of drones illuminated the sky, creating stunning visual displays of beloved Disney characters and scenes from its vast library of films. From the Genie in Aladdin to Madame Leota in The Haunted Mansion, these moments evoked the emotional power and legacy of Disney’s IP. The show culminated in the transformation of the drones into the Heart of Te Fiti from Moana, symbolizing Disney’s continued investment in storytelling across diverse platforms. As Bob Iger, Disney’s CEO, officially christened the Disney Treasure, he highlighted the ship as a “shining example” of the magic that Disney has always brought to its fans.
The ship’s design is packed with details that highlight Disney’s deep portfolio of intellectual properties, making it a veritable floating theme park. From the oversized bronze statues of Aladdin and Jasmine to the Hei Hei Cafe, each area is infused with elements from beloved films. The immersive restaurants, like Coco’s Santa Cecilia dining venue, transport guests to iconic Disney worlds while they enjoy their meals. This integration of Disney characters and settings is an intentional move to combine Disney’s familiar magic with its cruise offerings, offering passengers a truly unique experience at sea.
Immersion Like Never Before
The Disney Cruise Line has long known the value of immersive experiences, but the Disney Treasure elevates this concept with a new level of storytelling and attention to detail. At venues like the Haunted Mansion Parlor, guests are immediately enveloped in the eerie and charming world of the Disney park attraction. Ghostly apparitions appear in mirrors, portraits on walls change over time, and even the fish in the tank are skeletons, creating a sense of being a part of the story. Similarly, the Skipper Society bar echoes the playful spirit of Disney’s Jungle Cruise attraction, allowing guests to feel like they’re part of the post-adventure antics.
Jason Roberts, Senior Producer for Disney Imagineering, emphasizes the importance of authenticity in replicating the magic of Disney’s theme park attractions on board. From the design of the Haunted Mansion to the subtle references scattered throughout the ship, the aim is to create spaces that feel instantly recognizable, yet new and exciting for cruise-goers. “We want you to feel like you’re in The Haunted Mansion, part of the story,” Roberts says.
A New Era of Live Entertainment
The entertainment on board the Disney Treasure takes full advantage of Disney’s vast library of films and shows. The ship debuts a Broadway-style production of The Tale of Moana, the first stage adaptation of Disney’s Moana. This production, along with interactive trivia contests, film screenings, and surprise character appearances, continues Disney’s tradition of creating unforgettable experiences for families.
Jenny Weinbloom, VP of live entertainment for Disney Signature Experiences, explains that the company looks at two primary factors when determining which stories and characters to focus on for shows: fan interest and long-term viability. Disney isn’t just capitalizing on current hits—it is anticipating the stories that will continue to resonate for generations. For example, Moana not only checks the box of being a popular film but also has the potential for long-lasting impact, making it an ideal candidate for adaptation into a stage show.
Disney’s Cruise Expansion: A Massive Opportunity
The launch of the Disney Treasure is part of a broader strategic push by Disney to further expand its cruise business, with plans to double the fleet by 2031. This expansion represents a $60 billion investment in Disney Experiences over the next decade, positioning the cruise business as a major growth driver for the company. According to Morgan Stanley analyst Ben Swinburne, the Disney Cruise division could generate $10 billion in revenue and $3 billion in EBITDA by 2031, with profits expected to surpass those of ESPN by the end of the decade.
Disney Cruise Line is positioning itself to dominate the global cruise industry by combining the vast appeal of its IP with the luxury and excitement of modern cruise travel. With new ships like The Disney Destiny and Disney Adventure set to launch in 2025, Disney is taking a big bet on the enduring power of its brand and storytelling. These ships will allow Disney to bring its characters, worlds, and stories to new audiences, both on the high seas and at new international destinations.
The Future of Disney at Sea
The Disney Treasure, which sets sail on its maiden voyage on December 21, encapsulates Disney’s future vision for experiential entertainment. By fusing IP, innovative design, and storytelling, Disney continues to build an unparalleled travel experience that reaches beyond traditional theme parks.
For Disney, the sea is not just a place for luxury cruises—it’s a dynamic, immersive extension of the magical worlds they’ve created on land. And with the expansion of Disney Cruise Line’s fleet and continuous investment in new entertainment offerings, the company’s next big bet is sure to pay off as it takes its IP to even greater heights at sea.
