Universal Orlando Resort said the trade had been its ‘best asset’ in the lead up to the opening of new attraction Epic Universe last month.
Speaking to Travel Gossip at IPW in Chicago this week, Vice-President of Sales and Marketing EMEA Alison Montague said: “This time last year we said we were going to be in a position to have our trade partners come and experience the park before it was open – and we did it.
“We had nine fam trips before the grand opening to get the frontline sellers and product managers out there.
“They have done an amazing job for us – they have cascaded the message. That’s why we have invested in the trade, they are our best asset. Orlando ticketing is a complex sell, and those who sell it well really help their clients navigate through and marry them up to the type of holiday that fits them best.”
Alison added that while she couldn’t give figures for 2025, there has been high demand for 2025, and more so for 2026 and into 2027.
“Following Epic’s opening we knew we would have high demand, but much more interestingly is how well 2026 is doing. The outlook is very strong for two reasons; airfares are slightly lower and the exchange rate is currently good.
“Our big challenge pre-opening was that we didn’t want to see business stop and avoid customer deferment. We did this by putting in late sales messages with our partners. We forecast to be lower than last year for the first quarter, but by the time we got to Easter we came in ahead of it.”.
Experience Kissimmee saw a 9% increase in vacation rentals and 12% rise in hotel bookings during the opening in May. The increase followed a 7% fall in UK visitors to Florida during the first three months of the year. Visit Florida Chief Marketing Officer Brett Laiken said the second quarter of 2025 is looking more positive.
“Quarter one is down, but Easter was in April. We think Brits were holding back a little bit, and we are very positive about what we are seeing now in our second quarter,” said Brett.
“We don’t forecast, but with Epic and the currency being in your favour, it is putting us on par with other destinations that Brits might consider. Universal Epic is doing fantastic for us all.”
