Next month, Disney’s immersive Galactic Starcruiser “Star Wars hotel” in Florida will close down after less than two years since its opening. Despite its exorbitant price of $4,809 for a couple for two nights, or $1,500 per person for a group of four, the Starcruiser has been criticized as another wasteful spending venture by Disney. However, when news of its closure broke earlier this year, I scrambled to book one of the remaining cabins. As someone who got into the games industry through playing alternate reality games (ARGs), I was eager to see what a $350 million budget had produced.
From the outside, the Starcruiser may seem like just a nondescript grey building with a Star Wars logo. However, once you step inside, it truly feels like you’re aboard a spaceship. Every “window” offers a synchronized view of space, the staff refuses to acknowledge the existence of Disney World, and even the wifi portal is operated by “Chandrila Star Line”. The attention to detail is incredible, with the shuttle for the “shore excursion” seamlessly docking with portals at both ends when you visit the nearby Galaxy’s Edge park.
The Starcruiser experience shares similarities with escape rooms, Punchdrunk shows, and live-action role-playing games (LARPs). The engineering room features multiplayer puzzles where you rewire cables and manipulate levers, and guests are often seen in costume. However, the closest comparison for me is to a video game, thanks to the interactive Datapad app and RFID wristband provided to each guest.
Throughout the voyage, the Datapad provides a constant stream of messages from characters such as Lt Croy from the First Order and smuggler Raithe Kole. Similar to a role-playing game (RPG), you can choose whom to assist and complete missions for, with opportunities for double-crossing and betrayal. Missions range from scanning codes to find contraband in the ship’s cargo bay to hacking a terminal to free Chewbacca from the brig, and even taking control of the ship’s weapons against a First Order fleet.
Your choices and interactions with characters determine your individual path through the story. The actors are aware of your progress, addressing you by name and acknowledging your achievements. According to Kathryn Yu, co-founder of the Immersive Experience Institute, the Starcruiser is a unique experience that combines professional actors, a ship-wide narrative, and a stunt-filled finale.
With 100 cabins, the Starcruiser is not a solitary experience. Each guest pursues their own missions, and the staff must shuffle people between group events to avoid overcrowding, much like automated matchmaking in multiplayer games. Disney’s designers acknowledge the parallels, referencing RPGs, non-player characters (NPCs), and massively multiplayer online games (MMOs) in their creative process.
Despite its creative and technical achievements, the Starcruiser has faced financial challenges. Rumored plans for additional Starcruisers worldwide were canceled, raising questions about the viability of the entire venture. However, I believe Disney is right in recognizing the potential convergence between video games and real-world experiences. Before attempting another high-cost endeavor like the Starcruiser, Disney should consider starting with more affordable immersive experiences to build confidence among skeptical customers. While I thoroughly enjoyed the Starcruiser, convincing friends to join me would be a challenge due to the high cost involved.