Money does not make one entitled, loyalty does. Look at the rise in loyalty programs around the country. I spent a few years working for a loyalty marketing company and presented mounds of data on the results. The easiest way to increase revenues is to increase your share of wallet of your current customers. The old strategy of trying to mine new customers for increased sales is more costly and less effective across the board. A barand like Disney does not need to overspend to get new people in, everyone knows Disney and what they are, so this is not like selling some new invention. Disney needs to segment there current customer base by share of wallet and size of wallet. Then they need to determine a way to increase there share of wallet by focusing on the customers that have the either the largest wallets or the customers that have the greatest opportunity to increase share of wallet.
The 2 categories come down to your
1. high paying guests onsite that you need to give them more reasons to come back and thus spend more by increasing the utility the receive by visiting your property. (i.e Show them the benefits of FP+)
2. identifying current guest that are willing to shift spending from outside your property to inside your property (i.e. off-siters who are willing to move on-site to get FP+)
Again, not saying this is fair, but Disney has a great plan here, and if I was consulting for them, I would be giving them the thumbs up, because this is the current trend in all consumer goods & services sectors, incentivize loyal behaviors in your customers, preferably without having to spend any additional money to do so.