Disney Cruise Line

Disney Cruise Line is working its magic on the family market - especially in America but also in Australia where Disney Magic knocked P&O Australia's popular Pacific Sun from first position in the Best Value Family Ship category in the 2007 Cruise Passenger magazine Readers' Choice Awards.

While local industry watchers may have been surprised, those at the cruise line's head office would have simply given a knowing wink as they have worked hard to set new levels of service in the American cruise industry family market.

Established in 1998, the line has taken all the fun and fantasy captured in the Disney brand to deliver holidays at sea that charm the entire family. Even the Disney ships were purpose-built to allow families "to reconnect and recharge while creating vacation memories that will last a lifetime," according to Disney marketing blurb.

But if you're assuming that means cheap and cheerful family fun, punctuated with visits from humans dressed as cartoon characters, think again.

From the design of the ships to the experience on board and during shore excursions, Disney aims to deliver a four-star product.

Indeed, the exteriors of Disney Magic and sister ship Disney Wonder were based on the classic ocean liners of the 1930s and feature two large red and black funnels - although one houses a teen club.

Sure the hulls are painted in the black, white, red and yellow of Mickey Mouse, but on board passengers are greeted by an elegant Art Deco theme. And this contrast of child-friendly wild colour and fun punctuated by adult-pleasing glamour and romance is what sets Disney ships apart.

As Andrew Yell, General Manager Sales Market and Product for Creative Holidays, points out "it provides the best of both worlds for families".

Creative Holidays had a long association with Disney but stopped wholesaling the line about two years when Disney focused on the American market.

"But knowing what the market wants, we pursued them and have been able to secure a deal again for cruises on Disney Magic departing Los Angeles for seven-nights sailing the Mexican Rivera," reports Andrew.

While the LA departure is attractive to Australians, Andrew says it's the Disney brand that wins Aussie hearts. "It really is a magical experience. From toddlers to early teens, kids love it but it also caters for Mum and Dad. They only have to unpack once, they get to enjoy the destinations and they can have a relaxing time."

To understand adults enjoying the Disney experience in their own right you need to understand the attention to detail in the design of the ships. While the children have a range of clubs to join and an entire deck dedicated to activities to amuse them, there is also an adults-only nightclub, an adults-only alternative restaurant (serving Italian cuisine), creative enrichment programs and a luxurious spa.

This allows parents to enjoy some quality time, while the kids are having the time of their lives - after all this is the Disney theme park experience at sea. For example, during a cruise there are a number of theme nights such as the "Pirates in the Caribbean" dinner and deck party that begins with a feast and continues with a duel between Captain Hook and Captain Mickey.

You'll also find musical shows featuring Disney characters, Disney films and you can dine in three themed restaurants. In fact, each ship rotates passengers through the casual but stylish Lumiere restaurant, the island-inspired Parrot Cay and the Animator's Palate, where Disney animation paints the evening with electronic art.

And when it comes to kids' activities, there's the Oceaneer Club (ages three to seven), the Oceaneer Lab (ages eight to 12) and the teen-only club called The Stack. Unlike some lines, Disney also caters for tiny tots; babies from 12 weeks to three years can be cared for at the nursery so parents get time to relax.

As you would expect there is lots of dancing with Snow White, drawing Mickey Mouse and pretending to defeat Captain Hook, as well as the usual range of computer games and poolside fun.

This winning combination of happy children and delighted parents means Disney has ordered two new ships, scheduled to arrive in 2011 and 2012. Expected to carry around 4000 passengers, these larger ships will more than double the passenger capacity for the line.

Andrew Yell will be surprised if the ships aren't soon running to capacity because as the cruise industry grows, the number of families seeking cruise holidays is increasing.

"Disney is such a great brand and it's organised so you can take in a Disney Park pre- or post-cruise, making it a holiday of a lifetime," he says.

Written by Toni Eatts - Issue 32/winter 08