Disney overstates every posted wait so the real one feels like winning

the problem

Long lines felt even longer

the move

Posted wait times deliberately overestimate, and queues are themed into the attraction so the line is part of the ride.

the payoff

Guests consistently report waits as shorter than measured; the posted-overestimate norm spread industry-wide.

filed under

The felt wait

was it genius?

same kind of clever

• 2011 · Haidilao (海底捞)Haidilao stopped trying to shorten the wait and turned it into a free salon and arcade instead
• 2011 · Houston airportHouston airport made the walk longer so the wait would feel shorter
• 1955 · Manhattan office towersManhattan landlords fixed slow elevators with mirrors instead of motors