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Why Disney is investing in the trade and how agents can benefit

Sara Macefield gets the lowdown on the park’s Frozen celebrations and trade relations

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Frozen.jpg
Frozen.jpg

Being kissed by a snowman isn’t the sort of experience that you forget in a hurry - especially when it involves lovable Olaf from Disney’s smash hit movie Frozen.

 

But with last month heralding the launch of Disneyland Paris’s Frozen Summer Fun celebrations, meeting this carroty-nosed character was one of the highlights of a two-night visit to the park with my 12-year-old daughter Dani.

 

Throughout the summer, until September 13, fans of Frozen can enjoy a sprinkling of snowy delights inspired by the film, while travel agents can tap into their share of Disney’s famous magic to conjure upextra business and the promise of more commission.

 

Disney bosses are keen to exploit sales through retailers and build relationships with travel agents following an increase in support from the trade.

 

“The trade for us is critical. It is growing and continues to grow,” confirmed Disney Destinations International commercial vice-president Peter Welch. He added: “People talk about the demise of travel agents, but the business we get through the trade is phenomenal, so we are investing more and doing more.”

 

The theme park giant has increased agency support with a five-strong trade sales team, which comprises a business development manager and four field sales representatives responsible for visiting retailers and providing training.

 

In May, Disney also staged four roadshows across the country, attracting 400 agents, and more such events are planned. The brand’s dedicated trade website at disneytravelagents.co.uk is being enhanced, while the number of fam trip places and facility trips is also set to increase.

Star fam

Last November, 40 UK agents joined a 500-strong Disney Stars mega-fam to Disneyland Paris comprising agents from its key European markets. Another 110 agents were hosted at the park in May and June, with a further 40 planned for September.

 

Welch said the company noticed that first-time visitors gravitated towards travel agents when looking for knowledge and advice and wanted to capitalise on this.

“We are having a good year from the UK for both Disneyland Paris and Walt Disney World in Orlando,” he explained.

 

“We are investing in the trade and that is paying dividends. Our business with agents this year has seen a double-digit increase, and that is not from a small base.”

 

Retail staff who complete Disney’s online training can visit the French park at special rates on selected dates with friends or family, with free hotel stays and park tickets for accompanying children up to six years.

 

In a bid to persuade more agents to experience the Disneyland Paris product, the company has increased the number of dates offered for such facility trips.

 

Those visiting this summer can expect to get swept along by the Frozen phenomenon, so if you don’t know your Sven from your Olaf or your Anna from your Elsa, it’s well worth genning up on the main characters and the events where fans can spot them.

 

One of the highlights during our weekend was the Frozen sing-along show, a suitably polished production with an impressive snowy stage set and a cast of characters that bounded down the stairs through the audience before jumping on to the stage and setting the musical mood.

 

The audience of budding vocalists raised the roof as we joined in lustily with some of the film’s most enduring hits, encouraged by Frozen’s leading characters.

 

Olaf’s appearance was the cue for his soppy summertime ditty In Summer, while giant beach balls were thrown playfully into the audience. But the climax was the Oscar-winning classic Let it Go as Elsa appeared on stage atop an icy throne and a blizzard of soapy snowflakes floated over the audience as we belted out the rousing finale.

In your Disney Dreams

Another highlight is the Disney Dreams! show staged each evening. In true Disney style, this was no run-of-the-mill sound and light display, but an impressive extravaganza of lasers, fireworks and fountains perfectly choreographed with images projected on to Sleeping Beauty Castle. The effect was stunning and I could see why it drew the crowds.

 

But crowds are part and parcel of visits to Disney parks, especially during school holidays, when queues for the most popular attractions can be interminable.

 

When we were there, I recoiled in horror when I realised that the long, snaking line for the Big Thunder Mountain railroad ride was predicted to take two hours.

 

But with careful planning, there are ways to skip the worst of the queues.

 

Midweek visits tend to be quieter than weekends, but during busy times visitors can take advantage of the complimentary Disney Fastpass system, enabling them to bypass long queues for attractions by returning at a set time.

 

Dining reservations can also be made up to 60 days before arriving at the park (tel: 0033 1 6030 4050), ensuring visitors have a table when they need it.

 

Not surprisingly, Frozen Summer Fun is already pulling in the punters with the sing-along show filling up on each run, proving that icy chills have never been so hot.

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