Disney Cruise Line is entering a new phase of growth, and at the heart of it is something the company knows better than anyone else: emotional storytelling.
With the recent launch of the Disney Destiny and the earlier debut of the Disney Treasure, Disney Cruise Line has added two ships in just two years, signaling one of the fastest expansion periods in its history.
According to Joe Schott, president of Disney Signature Experiences, the momentum is far from slowing down. Another new ship is set to join the fleet this year, followed by five more vessels already announced through 2031.
Schott says the strategy goes beyond adding capacity. It’s about reaching new audiences and building emotional connections that strengthen the Disney brand across the globe.
Storytelling at Sea Sets Disney Apart
Unlike traditional cruise lines, Disney begins every ship design with a story, and the Disney Destiny is a clear example of that approach.
The ship’s central theme focuses on heroes and villains, beginning the moment guests enter the Grand Hall. Inspired by Wakanda and Black Panther, the space immediately immerses travelers in a powerful narrative experience.
Schott notes that while Destiny shares its class with the Wish and Treasure, the onboard feel is entirely different. Each ship offers its own identity, shaped by Disney’s storytelling heritage.
One major highlight is the new Lion King restaurant, the first time Disney has created a fully immersive dining experience around the iconic film. Guests can also enjoy a brand-new Broadway-style production of Hercules, further reinforcing Disney’s focus on live entertainment.
These experiences are designed to feel familiar yet fresh, tapping into stories guests already love while presenting them in new ways.
Why Families Keep Coming Back
Schott credits Disney Cruise Line’s success to its strong focus on families and first-time cruisers. In fact, he shared that around 40 percent of Disney cruise guests say they would not have cruised at all if Disney weren’t an option.
That trust, he explained, comes from decades of consistent quality at Disney’s theme parks worldwide. Families feel comfortable extending that trust to the cruise experience.
Disney’s cruises have also delivered strong financial performance, generating double-digit returns from the very beginning, according to Schott.
Beyond the numbers, what truly differentiates Disney Cruise Line is execution. From the ship’s captain to the onboard crew and shoreside teams, the experience is carefully coordinated to meet Disney’s high standards.
After more than 40 years with Disney, Schott says seeing that level of excellence translated so seamlessly to the cruise business has been especially rewarding.
As the fleet grows and Disney reaches new markets, the company remains focused on what it does best creating memorable experiences that connect with guests long after they leave the ship.
This expansion momentum continues with Disney Cruise Line recently taking delivery of its newest vessel, Disney Adventure, further strengthening the brand’s rapidly growing global fleet.
