Jamie Biesiada
Universal Orlando Resort earlier this month announced that it plans to open a new park, Universal's Epic Universe, with a complement of hotels, restaurants, shops and an entertainment center, which provides great opportunities for travel advisors.
Epic Universe will be located on a 750-acre campus a few miles south of its existing Orlando property, which houses its three theme parks, seven hotels and CityWalk. Universal hasn't announced an opening date or what the new park will house, but has promised it will be the most immersive the company has ever created.
Epic Universe presents travel advisors with an opportunity to sell longer, week-long trips to Universal, which today stands as a destination where most stay for a few days.
"Right now, it's a difficult sell for more than two or three days," said Michelle Allen, owner of Travel Magic in Basking Ridge, N.J. "It's always an add-on to something, which is typically Disney, which makes it almost a second thought. I think people will really focus on staying there longer, and it can definitely be a week-long vacation."
Allen said Universal makes up about 30% of her business, which is largely focused on Disney products. As her families that travel to Disney grow, children are typically looking for more thrills and Universal's Harry Potter-themed lands.
Allen believes her clients will benefit from the promise of Epic Universe being the most immersive park Universal has built, especially if its Harry Potter lands which Allen described as "jaw-dropping" are the baseline for that level of immersion. Disney followed suit with immersive lands with its Toy Story Land in Orlando and Star Wars: Galaxy's Edge in Disneyland in California, which this month opens in Disney World.
"It's always one-upping the next, and I think it's a fabulous sell, an easy sell," she said. "Everybody wants to do it. Everybody wants to see it. It's all the hype for people that are into theme parks."
Robert Niles, editor of ThemeParkInsider.com, said the new park offers a great upsell opportunity to consumers who might have previously just done daytrips or weekend road trips to regional theme parks on the East Coast.
He said, "It's a huge opportunity for the travel agency business to expand their market with what looks like a great new product for them to sell."