Travel advisors ride wave of anticipation for Epic Universe: Travel Weekly

There are fewer than 90 days until Universal Orlando Resort opens the turnstiles to its newest theme park, Epic Universe, and as excitement rises among consumers, so too do travel advisor sales.

The park’s five themed lands promise to be the most immersive Universal has ever created, with ambitious, technologically advanced attractions, highly themed food and beverages and a full complement of entertainment.

Beci Mahnken

Beci Mahnken, owner of MEI-Travel, Mouse Fan Travel and Universal Fan Travel in Issaquah, Wash., said excitement is “soaring” among travelers, fueled by Universal’s national ad campaign around Epic. Mahnken’s Universal sales have been strong, “with a noticeable uptick in interest” as Epic’s opening draws closer, she said.

Let’s Adventure Travel in Windermere, Fla., is also experiencing “a huge uptick in interest and sales” for Universal, said Greg Antonelle, who owns the agency with his wife, Elyssa. They also operate Disney-focused agency MickeyTravels. 

At Marvelous Mouse Travels in Huntersville, N.C., CEO and founder Kari Dillon reported a sales increase of around 10% for Universal, which she said was “not as high an increase as we anticipated.”

“We anticipate once more information is released that we will experience a booking surge,” Dillon said.

A ticketing dilemma

Universal has employed a staggered ticket release strategy for Epic. In October, the first phase of tickets was released, with multiday tickets and packages including only one day of admission to Epic Universe. Those with annual passes also had the chance to purchase single-day tickets. Since that initial release, Universal has released packages and three-day tickets for Florida residents that include a single day of Epic access.

While travel advisors largely praised the plan because it will help manage capacity at Epic when it opens, it has caused some angst among clients.

Kari Dillon

“Guests who want to go down to experience Epic are not very satisfied with the strategy,” Dillon said, adding that they want more ticketing options.

Some clients have adopted a wait-and-see attitude, not wanting to purchase a package with an Epic ticket if options they like better are coming. Clients also want more than one day at the new park.

Dillon said she expects sales will pick up once more ticket options are released.

And advisors believe the strategy will make for a better guest experience when the park opens. Mahnken recalled “overwhelming crowds” and some guest dissatisfaction when Islands of Adventure opened in 1999. Antonelle also remembers the viral images of crowds lined up to visit the Wizarding World of Harry Potter lands when they opened at Islands of Adventure in 2010 and Universal Studios Florida in 2014.

“It’s a smart approach for managing demand, but I’m hoping it doesn’t last too long, as guests are eager to experience the new attractions,” Mahnken said.

A rendering of the portal entering the Dark Universe section of Epic Universe. Photo Credit: Universal Orlando Resort

Five lands to experience

Epic Universe will be home to five themed lands. Celestial Park is the backbone, with four lands branching off: Super Nintendo World, Dark Universe, the Wizarding World of Harry Potter — Ministry of Magic, and How to Train Your Dragon — Isle of Berk.

Client interests in the lands are diverse.

Greg Antonelle

“The remarkable part about Epic Universe is that it legitimately seems to have something for everyone,” Antonelle said.

Adults, for instance, are particularly interested in Dark Universe, which is themed to Universal Monsters. Antonelle likened it to Universal’s Halloween Horror Nights.

Children, meanwhile, are excited about the interactivity of Super Nintendo World, a “wildly popular” themed land at Universal Studios Hollywood and Universal Studios Japan, he said. Guests can purchase Power-Up Bands to wear in the land, which enable them to play games and collect digital keys.

Antonelle said he expects interest for Isle of Berk to grow thanks to the live-action version of “How to Train Your Dragon,” set to be released on June 13, just after Epic’s opening.

“The two marketing campaigns should line up well, and Berk is probably the most family-friendly section of the park,” he said.

Mahnken’s clients have been buzzing about Super Nintendo World and Ministry of Magic the most, she said. The former is particularly exciting due to its interactivity, she said, and the latter because it promises to bring the iconic British Ministry of Magic building to life via the attraction Harry Potter and the Battle at the Ministry.

“Overall,” she said, “the combination of beloved franchises and groundbreaking ride technology is driving strong anticipation among travelers.”