Disney’s Magical Express (DME) was founded in 2005 and is a private ground transportation and luggage service delivery for Walt Disney World Resort (WDW) operated by Mears Transportation Group. The service is complimentary and is only available to guests with reservations at one of the Walt Disney World Resort hotels.
It’s also, I think, one of the most ingenious ideas a Disney “think tank” person ever came up with. Prior to 2005, travelers arriving in Central FL had a choice of shuttle, taxi, car service or rental car to get to WDW – and when you factor in the cost, especially of that a shuttle or private car for multiple people in their party vs. the cost of a rental car, many opted for a rental car because it was about the same price and gave you more freedom to come and go as you pleased. But however they got to Disney back then, guests still had to pay for that transportation and, of course, transport their own luggage. DME, meanwhile, is a free service and they’re able to take your bags and deliver them to your room. Overall, DME has become a very popular mode of transportation to millions of people every year.
Of course, although it’s a free service to guests, DME obviously costs Disney a LOT of money – besides whoever/whatever they have to pay to do all that the logistical stuff, they also have to pay MCO a certain amount per person for allowing the service at the airport, Mears for transporting guests back and forth, and extra people to transport the bags to and from Disney’s resort hotels, as well. However offering a free service like that encourages people to not pay the expense of renting a car while in Central FL, which, in turn, quietly encourages them to not leave Disney property (beginning to charge for overnight parking in 2018 has been another way to encourage guests to not rent a car, as they now incur a fee to park it). Guests staying at Disney property means more money for Disney in terms of food, park tickets, souvenirs, etc. that might otherwise go to other theme parks, off-property restaurants and shopping areas, etc.
But what if a new mode of transportation was coming down the pike that could be cheaper for Disney than DME, and still encouraged guests to stay on property? Well, it could eventually be happening…