ONBOARD THE DISNEY TREASURE -- Once upon a time, Disney Cruise Line only operated a fleet of four ships featuring stories from a menagerie of Disney characters and films, like Mickey Mouse and "The Little Mermaid."
As the cruise line rapidly expands to capitalize on a thriving cruise market, the story for the line and its ships has evolved, namely by focusing on having a singular theme on each of its new vessels, told via various storylines.
Disney is debuting its newest theme this month. The Disney Treasure, a 4,000-passenger ship featuring stories of adventure, will begin sailing revenue cruises in the Caribbean out of Port Canaveral on Dec. 21.
The ship's design is similar to its sister ship, the first-of-its-class Disney Wish that debuted in 2022. While the Wish embodies a theme of enchantment and dreams coming true, the Treasure pivots to a new story by showcasing Disney, Pixar and Marvel tales of adventure and exploration, like that of the oceangoing teenager from "Moana;" a music-loving boy who goes to great lengths to follow his dream from the movie "Coco;" and space travel with Rocket and Groot from "Guardians of the Galaxy."
"From the moment you walk into the Grand Hall, the feel is distinctly Disney and different from the Wish," said Jodi Bainter, vice president of domestic leisure sales for Disney Destinations, referencing the atrium's theming to the film "Aladdin" instead of the Wish's nods to whimsical enchantment and the movie "Cinderella."
"What's cool about the Treasure is there's different storytelling," she said. "That's going to be the magic between the two ships. There are two unique experiences, there are different shows, there's different dining."
During a three-day preview cruise that called at Castaway Cay, Disney's private island, I found that in addition to stories inspired by Disney's family of films, the Treasure's adventure theme also pulled from theme park attractions, a new move for the brand. That includes an earthy, jungle-themed Skipper Society bar, borrowing from the Jungle Cruise attraction at Disney's theme parks. Another venue, the Periscope Pub, is inspired by the 1954 film "20,000 Leagues Under the Sea" and the submarine voyage attraction in the Magic Kingdom that was based on the movie. That attraction closed in 1994.
These inclusions are a nod to the entire Disney brand, Bainter said. It's also part of the line's strategy to immerse guests in Disney experiences and storytelling, which is what guests want, she said.
Disney Cruise Line has opportunities to dream up more ship themes in the coming years; the brand plans to grow its fleet from six to 13 vessels by 2031.
The growth plan excites Hilary MacIsaac, an authorized Disney vacation planner with Magic on Main Travel.
"Disney Cruise Line really is growing so fast compared to before Covid," she said. "They did really stick with four ships for a really long time."
The new ships offer more options for her clients, she said, both in the varying experiences on the Wish and Treasure but also in itineraries. While the Wish sails exclusively on three- and four-day jaunts in the Caribbean calling in Nassau and Castaway Cay, the Treasure will sail weeklong cruises alternating eastern and western Caribbean itineraries. It will also call at Castaway Cay.
Two more ships are in store for the Wish class, including the Disney Destiny, set to debut in November 2026. That vessel will juxtapose the stories of heroes and villains; there will be a Cruella de Vil bar, inspired by the villain from "One Hundred and One Dalmatians" and the spinoff live-action movie "Cruella."
The Destiny will sail Caribbean itineraries of four and five days out of Fort Lauderdale.
The line will soon shift its attention, and some tonnage, to Asia. The line plans to send the 6,700-passenger Disney Adventure to sail short cruises in Singapore beginning next year. The ship was acquired partially built in late 2022 after the former owner, Genting Hong Kong, went bankrupt and ceased operations.
Disney also plans to sail its fourth Wish-class ship out of Japan in 2029, aimed at domestic travelers and visitors. Oriental Land Co., which owns and operates Tokyo Disney Resort, will build and operate the ship, which will have venues and experiences now on the Wish but tailored to Japanese guests.
Meanwhile, the next four ships in the pipeline will belong to a new class, but Disney isn't ready to release details.
As cruise lines work to differentiate themselves, MacIsaac appreciates Disney's Wish-class approach giving each ship its own personality. Rather than building megaships, she said, Disney is differentiating itself by "changing the theming and creation, and going into the story of it."