Galactic Starcruiser was the grandiose name for the world’s first Star Wars-themed hotel. Scheduled to open in the spring of 2022 at Disney World in Orlando, it was a true luxury for only the wealthiest and most dedicated fans. A single person could pay $4,809 for the two-night experience.
There were lower prices, but they were all astronomical: $1,209 per guest for a single night or $5,299 for two nights for a couple with a child in a special room designed to resemble the cabin of the Millennium Falcon. With only 100 rooms, it was the most expensive hotel in Disneyland—and one of the most ruinous deals ever made by Disney.
The price reflected its unique offering. It was more than a hotel—it was a small theme park for big, rich kids. A hyperspace jump transported guests to the Halcyon space cruiser, featuring unique rooms like a casino and cantina, with actors portraying characters such as Rey, Chewbacca, and Kylo Ren. Role-playing was also part of the stay: Guests could join the First Order or the Resistance, shaping their visit with small missions and interactive entertainment.
Once inside, the experience offered activities more akin to a cruise ship’s than a typical hotel. These included lightsaber combat tutorials, virtual X-Wing rides, and an excursion to the planet Batuu. Additional content, such as Jedi robes or gala dresses from Coruscant’s high society, was available for a fee.
At the Edge of the Galaxy
This project was meant to be the centerpiece of Galaxy’s Edge, the Star Wars-themed area at Disneyland, which the company opened in 2019 for $1 billion. Galaxy’s Edge includes two attractions, five restaurants, and nine shops. Before the opening of Galactic Starcruiser in March 2022, Galaxy’s Edge was already struggling with lower-than-expected attendance. The revenue shortfall worsened with the arrival of COVID-19 in 2020.
Amid this uncertainty, Disney focused on safe, enclosed venues where guests wouldn’t fear contagion. But by the spring of this year, a year and a half after its opening, the drought in bookings had become a full-blown crisis. Disney announced the hotel’s closure, and on Sept. 30, 2023, the Halcyon made its final voyage. All reservations for later dates were refunded.
How Disney’s Star Wars Dreams Turned Into an Accident
The project’s downfall began when Disney collided with reality. By March 2023, only a year after the hotel’s inauguration, Disney announced plans to reduce bookings to two per week instead of the initial three or four. However, the hotel closed before this adjustment could take effect.
The closure wasn’t Disney’s only recent setback. Alongside the Galactic Starcruiser’s farewell, CEO Bob Iger announced the company would abandon plans for a campus in Lake Nona, Florida, intended to relocate 2,000 employees from California. The plan, first proposed by former CEO Bob Chapek in July 2021, had been delayed from 2022-2023 to 2026 before being scrapped entirely.
This decision is tied to Disney’s ongoing conflict with Florida Gov. Ron DeSantis, including the company’s opposition to the governor’s controversial “Don’t Say Gay” law. Pixar animators have also accused Disney of public support for the LGBTQ+ community while acting contrary internally.
In its 18-month lifespan, Galactic Starcruiser left Disney $350 million in debt, after a $400 million investment in its construction. Industry consultant Dennis Spiegel told Forbes, “In the theme park industry, we live on repeat visitation.” The high price of Galactic Starcruiser made such repeat visits nearly impossible.
Despite this misstep, Disney’s parks remain the core of its business, consistently generating profits—nearly $8 billion in 2022. The Galactic Starcruiser’s failure appears to stem from several factors. Spiegel noted that only 100 rooms couldn’t generate enough revenue to offset the massive expense of a high-tech hotel staffed by actors. The change in leadership, the economic downturn, and the post-COVID slump in park attendance also played a role. While a minor disaster, it’s a reminder that Disney’s continued dominance as an entertainment giant owes much to ambitious park projects like this one.
Images | Disney
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