Disney Cruise Line is an opportunity for Disney to tell its stories on moveable platforms, that can extend the Disney brand to new markets. The relatively small cruise line – four ships now with two more on order – dominates its niche of family-oriented cruises on boats without casinos.
Disney has innovated in this space, offering ships whose porthole windows are reminiscent of ocean liners of days gone by and creating the concept of progressive dining on cruise ships where the passengers change dining rooms each night along with their wait staff and dining companions.
Disney also owns an island in the Bahamas which is a destination on many of its cruises.
A lot of companies can sell a cruise, but many people go out of their way to get on a Disney ship because with its unique shows and characters and dedicated clubs for every age group, traveling on a Disney cruise ship is a special experience that only Disney can provide.