February 07, 2012 by Lauren Chalfont, Public Relations Coordinator, Disney Institute
At Disney theme parks and resorts, we strive to exceed expectations for primary guests, but we also focus on what we like to call the “secondary guest.” A secondary guest is someone who frequently interacts with or exerts influence over a product, but is not considered a core consumer.
The secondary guest concept began with Walt Disney himself. Walt developed Disneyland because he was tired of sitting on the sidelines watching his daughters have fun. He wanted a place that was fun for them and him.
Who might be the secondary guest in your business?