Why did Disney build Aulani anyway?

[AdamEfimoff]

Legit question
did they do a survey ?

 

[wishicouldgomoreofte]

Legit question
did they do a survey ?

To get more money.

 

[AdamEfimoff]

But did millions of people say they wanted a Disney vacation in Hawaii?

 

[dclpluto]

$$$$$$$

 

[Midoria]

I'm sure they did some market research (though I'm not sure they surveyed millions of people). But businesses only do things to make money, so that'd be the most logical explanation.

 

[Mackenzie Click-Mickelson]

But did millions of people say they wanted a Disney vacation in Hawaii?

Have you had the opportunity to go there?

I visited there (well I was a day guest) last September and it's very easy to see why Disney thought putting a resort in Hawaii (and particularly Ko Olina) would be a good idea.

 

[longboard55]

How many times have you walked by the DVC booths and see they have flipped to the Aulani pictures to display. I assume they felt WDW was getting saturated and they needed something else

 

[wonder whisper]

I'm sure they did some market research (though I'm not sure they surveyed millions of people). But businesses only do things to make money, so that'd be the most logical explanation.

I don't think the deciding factor was research, but rather DVC still being in a phase where they thought adding more non WDW or DL resorts was the path to growth.

The other mistake I feel Disney made was in overestimating Japanese and U.S. West Coast market demand for ownership at the resort. Bottom line: getting to Hawaii is inherently more involved and expensive for North Americans than getting to Anaheim or Orlando, which in addition to the higher point costs and taxes are what led several potential Aulani buyers I know to decide it wasn't a good investment. Note that after Aulani , Disney ended the "off property" new DVC resort strategy and went whole hog into the present one of slapping down new DVC properties at every conceivable space at WDW.

 

[blondietink]

Japanese tourists. They are everywhere in Hawaii and they love Mickey Mouse. Easily half of the guests when we have been at Aulani have been Japanese.

 

[ArwenMarie]

I don't think the deciding factor was research, but rather DVC still being in a phase where they thought adding more non WDW or DL resorts was the path to growth.

The other mistake I feel Disney made was in overestimating Japanese and U.S. West Coast market demand for ownership at the resort. Bottom line: getting to Hawaii is inherently more involved and expensive for North Americans than getting to Anaheim or Orlando, which in addition to the higher point costs and taxes are what led several potential Aulani buyers I know to decide it wasn't a good investment. Note that after Aulani , Disney ended the "off property" new DVC resort strategy and went whole hog into the present one of slapping down new DVC properties at every conceivable space at WDW.

That's what I thought too...That most of DVC comes from the eastern half of the country and we just don't see Hawaii as a repeat destination as many in on the West Coast do. Maybe a once-in-a-lifetime trip due to the extremely long flight. People here will go to the Caribbean or southern Florida when they want a tropical beach vacation.

 

[nkereina]

I agree that the Asian pull is a huge part of it, and we also saw many Japanese guests both at Aulani and all throughout Hawaii. While in Waikiki, there were times when we felt like we were IN Japan!

I'd also venture to say that there's no other explicit family resorts like this on Oahu, or maybe in all of Hawaii. None that caters to families, especially with young children, the way Disney overtly does. Sure there are many family friendly resorts all across the islands that people of all ages can enjoy, but Disney is known for this. So IMO, they're filling that gap for families vacationing in Hawaii.

 

[cgattis]

I agree that the Asian pull is a huge part of it, and we also saw many Japanese guests both at Aulani and all throughout Hawaii. While in Waikiki, there were times when we felt like we were IN Japan!

I'd also venture to say that there's no other explicit family resorts like this on Oahu, or maybe in all of Hawaii. None that caters to families, especially with young children, the way Disney overtly does. Sure there are many family friendly resorts all across the islands that people of all ages can enjoy, but Disney is known for this. So IMO, they're filling that gap for families vacationing in Hawaii.

I met and/or overheard lots of Hawaiian residents on day trips or short vacations while we were there. Looks to be a pretty popular birthday party destination. Eat with the characters, use the pools, spend one night type trips.

 

[AdamEfimoff]

Japanese tourists. They are everywhere in Hawaii and they love Mickey Mouse. Easily half of the guests when we have been at Aulani have been Japanese.

Obviously money everyone but this answer makes the most sense! and cents!
I also think Disney could build anything in japan and it would be successful including a museum!

 

[siskaren]

Obviously money everyone but this answer makes the most sense! and cents!
I also think Disney could build anything in japan and it would be successful including a museum!

You mean like Tokyo Disneyland and Tokyo DisneySea?

 

[AdamEfimoff]

You mean like Tokyo Disneyland and Tokyo DisneySea?

Disney did not build those!

 

[littleBeast]

I think Aulani is a move to expand their timeshare business more than anything. Get more money out of adults those adults that think they are "too old" for a theme park, but would be happy to open their wallet for a nice vacation.

Well, DisneySEA is hands down the best Disney park there is, in my opinion, and I don't think anybody in Japan is aware/cares that it's a licensing deal and not "built by Disney".

 

[keaster]

Definitely to capitalize on the Japanese tourist market. Unfortunately it opened just months after the Japanese tsunami in 2011, which took a terrible toll on the economy there. I think that had a major impact on sales.

 

[alldiz]

I think they built it because the DIS boards had a lot of polls that stated that's where we want a Dvc

We visited Aulani this summer and it was amazing. Honestly if it wasn't for Dvc I domt know if Hawaii would have happened so soon. I thought it was once in a lifetime from east coast but one day I will definitely go back!

Was Aulani not a good investment for Dvc?
Thanks
Kerri

 

[NYCgrrl]

If Aulani's real estate market is anything like NYC's then it's not just the Japanese but all of Asia and Australia too.
Have money? Do travel.
I will say that the Japanese have a history on the Hawaiian islands that dates back to the mid 19th century.

 

[adamak]

I think it's very smart for Disney to build Aulani. Hawaii tourism on its own should be relatively stable (unless we've another 911 type thing). They can capture the Asian market. Frankly I think the DVC in WDW is way too saturated.