As we all anticipate discounts shortly..... to control our optimism, I'll remind us all what the Disney CEO said 3 months ago:
"On the parks trend side, Ben, you know, we work really hard to wean the consumer of the discount. And it worked in the second quarter, where we had slightly improved, if you factor out Easter attendance and occupancy rates, and better pricing, which was really important.
The goal remains the same for the third quarter, where as Jay mentioned we're running very slightly behind last year this time, bookings-wise, about 2.5%, but our pricing is up in the mid-single digits. And we feel that's basically in line with where we would like to be -- sorry, pricing is up in the double digits right now for the hotels that are reserved on the books.
And so with that in mind, we think that the consumer is willing to pay higher prices for good product, that's a good thing. They're still booking late, though. And I think that's interesting, because I think there's still an expectation in the marketplace that there's going to be some discounting. And that's probably why we're seeing the trends that we're seeing.
...
And we're going to continue to watch our pricing carefully with an eye toward not driving for volume at the expense of pricing -- continue to keep our pricing higher, so that we can send the signal that we need to send to the consumer that the economy is stronger than it was a few years ago, and that discounting that we obviously had to implement during the downturn is something of the past."
Just a reminder to have realistic expectations of the types of discounts to expect.