And the feeling of missing out is what causes people to do things, they want to be included, to be in a club. Disney is very good at marketing to that feeling. We were excited to have the Epcot event scheduled during our stay, we fought to get reservations, attended the event, thought it was okay but didn't match what we had dreamed that it would be. Same with Pandora, same with expedition everest, same with be our guest. All of these are nice but we got excited and had to attend these to not miss out and to be included.
Bill
Disney realized this in the 50s, with the Mickey Mouse Club - being "in the Club" was what every kid wanted to do - be in the club with Annette, and Bobby and Cubby. Joining the club didn't actually get you anything besides a piece of paper, but it made the kids feel special.
They kept this idea when they named this whole thing the Disney Vacation
Club. You aren't buying a timeshare, you are part of a special club. Remember "Disney's Best Kept Secret"? Yes, not only a club - but a secret club.
Now they've set up a two-level club, with the standard club and the executive club, and they are hoping that more people will feel the need to be in the executive club. But it's not really about keeping people out of the club, it's more - "How much will you pay to be in the club?" "Will you buy 25 points to be in the club?" Sure! Now it's: "Will you buy 75 points to be in the club?"
Really 3 things can happen from this:
1) Less people will buy resale and more buy direct. This is a BIG win for Disney.
2) The same people buy resale that did before, and instead of X % buying 25 pts, at least one-thirdX% of them buy 75 pts. A win for Disney.
3) The same or more people buy resale that did before, and instead of X % buying 25 pts, less than one-thirdX% of them buy 75 pts - resulting in a net sales loss - a lose for Disney.
Disney has certainly analyzed this - and decided that the most likely occurance is one of the first two, not the second. People want to be part of the club. It's in our nature, and Disney is relying on it.