Universal Destinations & Experiences | sales strategy
It’s an exciting time at Universal Destinations and Experiences, with projects such as Epic Universe in Orlando, Universal Horror Unleashed in Las Vegas, and the Universal Kids Resort in Frisco set to redefine the theme park landscape. As the company expands its footprint, including potential ventures in the UK and other exciting markets, it cements itself as a trailblazer in innovation, partnerships, and strategic growth.
As these ambitious developments unfold, we speak to Eric Marshall, senior vice president of North American destination sales, about Universal Destinations and Experiences’ sales strategy and global partnerships.
Building on partnerships
Universal’s success is built on the strength of its partnerships. These span a broad spectrum of stakeholders, from IP collaborators to destination management organisations (DMOs) like Visit Florida and Visit Orlando. For Marshall, partnerships are not just a strategy but a core philosophy that drives Universal’s ability to innovate and expand.
“We’re built on partnerships,” says Marshall. “At our hotels, we work with Loews. Many of our parks are founded on IP partnerships. So, it’s natural for us to extend that ethos to trade partners and DMOs. Where we sit in the marketplace, we feel like without the trade, we can’t get where we want to go.”
This collaborative approach has been instrumental in Universal’s expansion. It allows the company to engage with diverse demographics and secure its position as a global leader in the entertainment industry.
A global audience: Universal Destinations & Experiences‘ international reach
International markets are a critical component of Universal’s strategy. According to Marshall, around 30% of the company’s business comes from international visitors. The UK and Brazil are particularly strong markets.
“Europe and South America are huge for us,” he says. “The UK and Brazil are particularly important, and that international business is critical to our overall results year after year.”
The cultural and structural differences between markets also shape how Universal approaches partnerships. In the US, travel partners often operate as competitors. However, there’s a strong sense of community in markets like the UK. “In the UK, everyone is in this business together,” says Marshall. “The business’s health is job one, and we’ve had incredible experiences working with partners in Europe and the UK.”
Epic Universe: the grand payoff
Universal’s Epic Universe, set to open in 2025, is the company’s most significant project in decades and promises to be a game-changer for the Orlando market. The new park will include groundbreaking attractions, immersive environments, and three new hotels co-owned and operated by Loews Hotels: Stella Nova, Terra Luna, and the Helios Grand Hotel.
Universal Stella Nova Resort opens on 21 January 2025, followed by Universal Terra Luna Resort on 25 March 2025. Both are co-owned and operated by Loews Hotels. They will each have 750 guest rooms and be adjacent to Epic Universe. Meanwhile, the 500-room Helios Grand Hotel will open on 22 May 2025 and have its own dedicated entrance to the park.
“We’re so excited,” says Marshall. “Epic Universe is the big payoff, but it’s also part of a journey we’ve been on for over a decade. In 2014, we had just three hotels. By next year, we’ll have 11. That kind of growth is just incredible.”
Tickets on sale
Construction on Epic Universe has been a spectacle in itself, with fans eagerly following progress. Tickets for the new park went on sale in October 2024, sparking a frenzy among international and domestic audiences. “We were all in at four in the morning to watch the first sales come in,” says Marshall. “The response has been amazing and confirms that we’re heading in the right direction with this project.”
One of the key strategies for Epic Universe is its ability to extend visitor stays and attract a broader audience. “We think Epic is going to increase both the length of stay and the volume of visitors,” Marshall adds. “It will bring more people into the market and keep them there longer.”
What to expect from Epic Universe
Universal Epic Universe, the fourth theme park at Universal Orlando, will be the company’s biggest theme park in the US, joining Universal Studios Florida, Islands of Adventure, and Volcano Bay in Orlando. Situated on 750 acres, Epic Universe will be home to a theme park, as well as three hotels, shops and F&B.
Epic Universe is billed as the most ambitious theme park ever created by Universal Destinations and Experiences and a game changer for theme park entertainment. It will feature five themed worlds with over 50 attractions, entertainment experiences, and retail and F&B outlets. The new worlds are Super Nintendo World, Dark Universe, the Wizarding World of Harry Potter – Ministry of Magic, How to Train Your Dragon – Isle of Berk, and Celestial Park.
New themed worlds
The heart of Epic Universe is Celestial Park, which will include gardens, waterways, pathways, and attractions, including the Stardust Racers dual-launch racing coaster. Restaurants and a range of retail outlets will also be located there. Celestial Park will serve as the gateway to the other four worlds, which can be accessed through magical portals.
Universal has also innovated in its ticketing strategy for Epic Universe. The park requires a multi-day ticket, encouraging visitors to explore all Universal properties. This approach aligns with Universal’s broader goal of creating comprehensive, multi-day experiences that maximise visitor engagement.
The ticket rollout included special early access for annual passholders, who responded enthusiastically. “The day we opened ticket sales for annual passholders was crazy,” says Marshall. “It was really fun but also overwhelming. The response has been fantastic.”
Universal Orlando’s fourth gate will use facial recognition and photo validation technology to provide a frictionless experience.
Expanding the Universal Destinations & Experiences portfolio
While Epic Universe dominates headlines, Universal’s growth story extends beyond Orlando. The company has made bold moves to diversify its portfolio, including the launch of Universal Horror Unleashed in Las Vegas and a new kids’ resort in Texas. These ventures reflect Universal’s ability to tailor experiences to specific markets while maintaining a cohesive brand identity.
“These new projects complement what we’re doing in Orlando,” says Marshall. “It’s about enticing people to try these experiences, fall in love with Universal, and then graduate to our larger destinations.”
Universal Horror Unleashed
Universal Horror Unleashed is a new year-round horror attraction at Area15 in Las Vegas. It will bring Universal’s massive library of classic horror films and characters to life, including Frankenstein, Dracula, the Mummy and the Wolf Man. Described as “a relentless spectacle of horror”, Universal Horror Unleashed will include haunted houses themed to Universal’s classic monsters, The Texas Chainsaw Massacre, Scarecrow: The Reaping and Blumhouse’s The Exorcist: Believer.
In a press release, Universal said, “These haunted houses aren’t for the faint of heart—they are intense and feature elevated moments where the horror surrounds guests in unimaginable ways.” Four “sinisterly themed and immersive areas” surround the haunted houses, offering live entertainment experiences and eerie eateries. The venue will also offer seasonal events and exclusive merchandise.
In an interview with blooloop, Area15’s CEO Winston Fisher said the experience will be “badass”. He also said it will have guests “smiling and screaming”. Universal’s Halloween Horror Nights, he said, is a “30-year concept that has incredible brand awareness”.
Universal Kids Resort
Meanwhile, construction is also underway on Universal’s first-ever family theme park, Universal Kids Resort, in Frisco, Texas. The resort, which will sit on 97 acres, will include a 300-room themed hotel and a theme park featuring lands inspired by Universal’s iconic brands, characters, and stories. The park will offer family-friendly attractions, interactive entertainment, unique merchandise, F&B outlets, and character experiences.
Universal says the theme park will have a “completely different look, feel and scale than Universal’s existing parks and will appeal to a new audience for the brand”.”
“Universal Kids Resort will inspire the unbridled creativity of kids through imagination, discovery and most importantly – play,” said Molly Murphy, president of Universal Creative. “We’re designing the resort so kids and families can feel the thrill of being physically immersed in their most beloved stories and characters.”
Page Thompson, president of new ventures for Universal Destinations & Experiences, said the park will be created “specifically for a younger generation of Universal fans”. Although there’s room to expand, it will be smaller than Universal’s other resort destinations.
Universal in the UK
The potential UK park also fits into Universal’s strategy of enticing more people to try its experiences. The company is exploring opportunities to bring its brand to a new audience without cannibalising its existing markets. “We spend a lot of time studying these projects to ensure they make sense for both the local market and our global strategy,” Marshall says.
Universal confirmed plans for a theme park in the UK in December 2023 after purchasing a 476-acre parcel of land south of Bedford.
The proposed theme park near Bedford, UK, could dramatically change tourism in the region and beyond. Universal recently undertook a public engagement period for its planned park, which the leaders of six local authorities have endorsed. According to an economic impact analysis commissioned by Universal Destinations & Experiences, the project could generate nearly £50 billion for the UK economy during construction and the first 20 years of operations.
Resilience during the pandemic
Universal’s ability to push forward during the COVID-19 pandemic is a testament to its resilience and forward-thinking leadership. While many in the industry paused projects, Universal continued to invest in its future. Attractions like the Velocicoaster and the Bourne Stuntacular were ready to welcome guests as soon as the parks reopened, setting Universal apart from its competitors. Both went on to win industry accolades, with the Bourne Stuntacular winning a Thea Award.
“Our company had the foresight not to stop everything during COVID,” Marshall says. “We saw that there was a brighter day coming, and we continued with our development projects. That decision has really paid off.”
The Universal vision
Its commitment to innovation and excellence is at the heart of Universal’s success. The creative background of Mark Woodbury, chairman and CEO of Universal Destinations and Experiences, has shaped the company’s approach.
Woodbury has been part of the creative team at Universal Parks and Resorts (which rebranded in 2023 to become Universal Destinations and Experiences) for over 30 years, planning and designing experiences worldwide. “We are thrilled to expand how we bring the Universal brand to life in new, immersive and compelling ways for fans around the world using our rich collection of stories, characters and franchises,” said Woodbury, speaking after the rebrand last year.
A licensed architect, he was instrumental in creating Universal’s Islands of Adventure, The Wizarding World of Harry Potter, and Volcano Bay at Universal Orlando. He also led the development of Universal Studios Japan and Universal Beijing Resort. In 2019, the Themed Entertainment Association recognised his contribution to the broader attractions industry when he won the Buzz Price Lifetime Achievement Award.
“Mark’s journey through Universal is unique,” says Marshall. “He has such a great perspective, and his leadership has been instrumental in driving our success.” Woodbury’s philosophy of always looking ahead resonates throughout the organisation. “People ask him what his favourite attraction is, and he always says, ‘the next one’. That embodies the spirit of Universal.”
Looking to the future at Universal Destinations & Experiences
As Universal approaches the grand opening of Epic Universe and explores new opportunities globally, the company is poised for unprecedented growth. Its commitment to partnerships, innovative projects, and audience engagement ensures that Universal remains at the forefront of the entertainment industry.
As Epic Universe prepares to transform the theme park experience and with new projects emerging, Universal Destinations and Experiences is not merely keeping up with the industry—it’s leading the way for the future. As Marshall says: “It’s fun to work for a company that’s constantly thinking about what’s next.”
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