The “Magic” You can Borrow from Walt Disney World

It’s far more psychological than tangible. What you may think people overlook, they’re paying far more attention to subconsciously.

Immersive theming, thrill rides, parades, all contribute to the magic of Walt Disney World in Orlando, Florida. One thing guests will likely never see? Garbage.

Every year, Walt Disney World hosts an average of 58 million visitors from around the world. Of those who visit for the first time, nearly 3 in 4 will return. How does a hospitality company keep 42 miles of land with four theme parks, 25 hotels, and 200 restaurants so clean? It all starts with one man’s dream.

Walt Disney wanted his theme parks to be like carnivals where children and their parents alike could enjoy and partake in the magic. But one thing of the carnivals he wanted to avert from is the dirty stigma that followed the carnivals of his childhood.

Legend has it, he would track how far between garbage cans his guests would go before littering. That’s where he’d have a trash can placed.

But rather than just having an open aluminum can with garbage smells coming from the top, he made sure each had a top and painted to fit the immersive look of the park.

Wondering what this has to do with your hotel or restaurant? Plenty. There are far more psychological and emotional touchpoints you may overlook on your day-to-day, that repeat seep into customers’ subconscious and may dictate whether or not they return.

Cleanliness goes a long way

If you keep an open waste paper basket in view for every customer to walk past in your lobby, you’re making a mistake. As Roberta Nedry, Guest Experience Management Journal’s president and founder, outlined here: Stop Getting Trashed by Your Guests.

Nedry describes leaving a trash can out in the open as “hidden landmines that send a subtle message to our visitors and can hinder or derail the emotional connection we need to make with them.”

These are the kind of messages that Walt Disney World employees go out of their way to improve upon. They keep the focus on the experience aspect. They understand the emotions brought on by the experience and find a creative way to still take out the trash without their guests’ focus on it.

Customers can get the feeling you don’t care, which can carry a long way past the trash. If the lobby is one of the first touchpoints for guests, do like Disney and make sure they fit the decor, are closed without open odors, and – most importantly – are clean.

Even when guests fail to use the trash cans in the theme parks, cast members won’t. The same can be applied to your hotel or restaurant. Staff can always be on the lookout to clean any trash on the floor.

One last chance to make an impact

Walt Disney World is known for the “Last Kiss Goodbye” at the end of the night. As pointed out in “Kiss Your Guests Goodnight,” Nedry explains how Disney’s last magical moment of lights and music before the park closes.

No, you don’t need to project lights on the walls or set off fireworks. But is there one last special thing you can do at the last touchpoint?

Before guests leave, how can you make them feel special and want to return? This could be something as simple as a friendly farewell while opening the door for them. Maybe there’s a unique signoff only your brand can provide.

These are the emotional sides of hospitality that resonate with guests more than anything. Magical moments that you can borrow from Disney. Walt Disney World didn’t invent guest experience. They just perfected it. Maybe look to the mouse for a little inspiration.

Just like Uncle Walt said, “It all started with a mouse.”