Walt Disney World Resorts creates a moms panel to answer customer questions—and increase sales
Got questions about your upcoming trip to Disney World? Maybe something offbeat that a travel agent can’t answer like, “How soundproof are the walls at any of the hotels?”
The social-media-savvy traveler knows to visit Moms Panel, an online forum hosted on Disney World’s Web site where you can ask questions of 11 real moms and one real dad. It’s an ambitious and risky strategy, but one that is so far paying off for Disney.
Take, for example, the soundproof walls question, which appeared on the site Aug. 27, from a mother concerned about her child’s night terrors and screaming. Beth C., a Moms Panel member from New York, replied: “I am sorry that your daughter has this experience,” and dispensed her best advice based on experience. She concluded with, “I hope this helps and that the Fairy Godmother uses her magic to make your trip extra special!”
Do you think a hotel’s front desk could handle that question as well as Beth C. did? Duncan Wardle, vice president of Global PR for Walt Disney Co., thinks most customers prefer the mom’s answer.