Walt Disney looks to draw guests to its theme parks by establishing its brand through other businesses. "By creating memories for guests in a different category of travel, guests are more inclined to book a trip to Orlando," said Al Weiss, Walt Disney Parks and Resorts' president of worldwide operations. Weiss said Disney is targeting customers who visit its other signature establishments, such Hawaii hotel Aulani, which will open in August, and the Disney Dream cruise ship.

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