Customer Insight:

Millennials view weddings and honeymoons more than just a party; they view them an aesthetic extension of themselves. 

SMP:

The wedding destination just as special as you

Customer Situation:

Over the past several years, the wedding industry has seen significant changes. From COVID-19 to the legalization of gay marriage, weddings are popular more than ever before with people of all backgrounds and sexual orientations having the ceremony of their dreams. Disney Fairytale Weddings and Honeymoons is lacking a connection with an LGBTQ+ customer base. While the percentage of U.S. adults who self-identify as lesbian, gay, bisexual, transgender, or something other than heterosexual has increased to a new high of 7.1%, Disney has not been able to fully reach this community (Gallup).