If any brand knows how to make someone feel welcome, it's Disney.
When Walt Disney Studios invited us to Los Angeles for the premiere of Freakier Friday (in theaters August 8, 2025, by the way!), we knew they'd pull out all the stops. But as familiar as we are with Disney business excellence — it is the basis of our business model, after all — the brand's approach to creating magical experiences never fails to surprise and delight us.
From the moment we landed, it felt like a storybook welcome. There was a meet-and-greet team at the airport holding personalized signs and a hotel room swag bag with curated gifts, themed snacks, and a handwritten note welcoming us to the experience.
Disney's approach to hospitality isn't just entertainment — it's a masterclass in how to roll out the red carpet for guests. And while the real red carpet may have Hollywood origins (fun fact: it dates back to ancient Greek theater, was first unfurled in front of the Egyptian Theatre for the Hollywood premiere of Robin Hood in 1922, and became an Oscars tradition in 1961), the idea of making people feel special from the moment they arrive is something every company should embrace.
Because here's the truth: the first moments of any experience shape everything that follows.
Disney Studios’ personalized hotel welcome set the stage for our entire trip. How can your organization elevate your “welcomes” to improve customer experiences?
When a customer first interacts with your company, it sets the tone for their entire journey with your brand. That initial interaction tells them everything they need to know. It's the corporate equivalent of a customer hearing, "We've been expecting you," and "We're so glad you're here."
These kinds of storybook welcomes aren't just fluff created for the big screen or the ultra-elite. They're fuel for your team to engage and set expectations for what's to come.
So how do we translate that Hollywood hospitality into the corporate world? Whether you're welcoming a first-time customer or reconnecting with returning guests, the principles are the same: make them feel seen, valued, and anticipated.
"Hosted" or not, what makes the Disney experience unforgettable isn't just the first hello — it's the fact that every interaction that follows feels intentional. Beautifully designed place settings for dinner. Personal popcorn tubs for the movie (a simple upgrade from the traditional ordering experience). Every detail whispered, You matter.
You don't need a Hollywood budget to do this in your business. In fact, sometimes it's the smallest touches that have the biggest impact. A digital screen in the lobby welcoming all of today’s guests by name. A complementary coffee station in the waiting room. A heartfelt “Thank you for your business.” on every printed ticket or “See you next time!” sign posted at each exit.
Disney Studios let the details convey just how welcome we were, including a small, but intentional enhancement to the standard “popcorn and a movie” experience.
In our work helping organizations build inspired customer experiences, we've seen that the companies that truly excel are the ones that give every person the red carpet experience. At Disney, the magic starts the moment you arrive and continues well after you leave.
We loved the Freakier Friday experience, not because of the contents in the swag bag, but because every moment was thoughtfully executed. You can do the same thing in your organization. Whether it's a well-placed sign or a warm welcome, your efforts should make people feel excited to be part of the journey.
How would your customers describe their very first interaction with your brand — and does it set the tone you want? If your arrival process could use an overhaul, get in touch today!
Mike Donnelly, CEO of The Donnelly Group, is a recognized expert, keynote speaker, facilitator, and consultant in customer service and leadership development. Leveraging 20+ years of experience from The Walt Disney Company, he and his team help clients achieve high-performing service cultures and positive business results.