In an effort to counter consumer dissatisfaction with one of its themed villages, Disney's Caribbean Beach Resort in Orlando decided to refurbish it by highlighting pirate spirit as its leading motif. What started out as a mere experiment designed to test future guests' reactions is now turning into a major strategy to bet on film and cartoon themes as décor theme in hotel rooms.

Stunningly, the rooms which customers often complained about and wanted to change for those closer to the pools or the central food court, became an attraction themselves. Their magnetism is so large that resort managers felt free to raise their price after their redecoration sparked outsized demand they cannot meet.

Part of the renewed attractiveness is how meticulously construction crews recreated the lost world of pirates, complete with ship-shaped beds, crates or treasure chests, all adding up to the uniqueness of the experience. Discarding conventional solutions, like standardized hotel furniture and décor, meant grossly higher expenses on the part of Disney during overhaul, but if interest persists, they are likely to be quickly recouped.

The company has potential to explore its collection of themes in other hotel locations. The success of the pirate theme in Orlando, singular in terms of scale, but not first of its kind, prompted Disney to think of ways of reapplying the winning tactic.

It is uncertain if other hoteliers, also hit by the downturn on the market and hungry for ways of enchanting guests, will respond with some innovation. Immediate geographical competition, such as Miami luxury hotels, might find it hard to replay the idea without Disney's stock of fictional characters.

Innovation in the hotel industry is in high demand, even if Disney's idea is not exactly applicable to locations that hold executive training sessions or other important events for obvious reasons.