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Air Disney: Modern, Affordable Airline to Disney Parks in the US

Providing a family-friendly, affordable airline experience for travelers to Disney parks and destinations in the US. Final Presentation for CE 260 at UC Berkeley.

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Air Disney: Modern, Affordable Airline to Disney Parks in the US

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  1. Imagineers Daniel Barton Simon Murphy Marin Odioso Rob Smith Faculty Mentor: Dr. JasenkaRakas Final Presentation Spring 2009 CE 260 University of California, Berkeley Civil and Environmental Engineering

  2. Vision Statement • To provide a modern, family friendly and affordable airline to meet the needs of those travelling to Disney parks and destinations in the US by making flights an experience in themselves

  3. Agenda Target Guest Competitive Analysis Market Evaluation Schedule and Implementation Plan Cost Analysis Profit Simulation The Disney Difference

  4. Target Guest

  5. Competitive Analysis

  6. Competitive Analysis

  7. Market evaluation Flight Service JFK - MCO Demand estimates based on average number of Disney guests flying to Orlando Airport (MCO) and Disney World Resorts attendance statistics. Assumes capturing 75-80% of “Disney Travelers” and an additional 10-15% of other Orlando travelers

  8. Market Share

  9. Flight Schedule • 14 Markets • 13 Aircraft • 50 Daily Flights

  10. GATE SCHEDULE • 5 Gates at MCO • 1 Gate at JFK • 1 Gate at BOS • Shared gates elsewhere

  11. Implementation Plan Memorial Weekend ’14 Thanksgiving ’12 Memorial Weekend ’11 Memorial Weekend ’10 • Phase 1: JFK and BOS • Phase 2: IAD, PHL, ORD, and SNA • Phase 3: DFW, DTW, DEN, MSP, IAH, BUF, PIT, SFO, and expand service to JFK • Phase 4: Western expansion, weekly flights to eastern destinations, and U.K. expansion January ’09

  12. Operating Costs Aircraft Lease Damp lease agreement Air Disney can supply own air crew Jet Fuel Use hedging strategy for jet fuel Air & Cabin Crew Young pilot crew for Air Disney image 5-7 cabin crew per flight to provide excellent service and entertainment

  13. Operating Costs

  14. Pricing Scheme

  15. Profit Simulation • Monte Carlo simulation with variable distributions for • Load factor [60% to 90%] • CASM [7.1 ¢ to 14.8 ¢] • Potential for profit!

  16. THE Disney Difference

  17. Check-In • Characters! • Redesigned kiosk • Queue Entertainment • Adventure video • Wait time estimators • Portal kiosk • Luggage: No charge (family-friendly), 2 bag limit • Store: Air Disney merchandise

  18. Gate Experience • Different theme for each gate • Entertainers greet kids & perform in departure lounge • Day-care facilities • TV with Disney movies • Lighting sounds and character voices on jetway • Leverage Disney’s Magical Express for door-to-door luggage service

  19. Seating • First Class • First Family • Reversible seats in front cabin allowing a family of four to sit together • Economy • Comfortable 32” pitch • Themed Cabin • Mickey’s Kids Zone • Section at the rear of the plane for kids (ages: 4-12) • Smaller seat pitch and width allows space for entertainers without lowering aircraft capacity • In-flight intercom systems allows parents to see and communicate with their children

  20. In-Flight Experience • Entertainers in Mickey’s Kids Zone • Food Menu • Kid-friendly options (snacks, Mickey-shaped pretzels) • Online ordering • In-flight entertainment (IFE) • Disney Channel, ABC, ESPN • Disney games • Leather seats • Mood lighting

  21. Amenities & Merchandise • In-Flight Amenities • Mickey and Minnie eye masks • Disney souvenir wings • Merchandise • Disney SkyMall • Disney Store next to gate • Limited edition merchandise

  22. Loyalty Program • Earn miles with the Disney Visa card • Miles can be redeemed for • Flights • Disney hotels • “Disney Dollars” • Giveaways for free flights to bring guests to the park

  23. Disney Airport

  24. We're Going to Disneyland!

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