CHICAGO – At this year’s IPW travel trade show, Universal Orlando’s senior team made one thing clear: Epic Universe isn’t just a new park — it’s a game-changer.
Speaking exclusively to ITTN in Chicago, Dennis Quinn, Senior Vice President of Hotel Commercial Strategy at Universal Orlando, described the early success of Epic Universe as “fantastic” and “transformational.”
“We’ve not only added the first new theme park in Orlando in 25 years, but also three new hotels,” he said. “We now have 11 hotels and 11,000 rooms, making us a true week-long destination. Epic Universe is the next generation in theme park technology and guest experience — and it’s been really well received.”
The park’s standout innovation? Total immersion. “It’s all about presence,” said Quinn. “In rides like Monsters Unchained, the technology disappears. You’re not thinking about the animatronics — you’re in the moment with your family, living the story.”
Alison Montague, Vice President & Managing Director of International Sales & Marketing for EMEA, added that guest feedback has directly shaped design decisions.
“In Monsters, for example, we actually explain how the ride works in the pre-show,” she said. “That small detail makes a big difference in guest enjoyment. And the way we now blend physical sets with virtual elements? People walk out wondering what was real and what wasn’t.”
A Tailored Approach for UK & Irish Markets
While Universal’s message is global, the sales strategy is sharply focused. “Irish travellers are very traditional — they book 7, 10 or 14-night stays,” Montague noted. “With Epic Universe, it’s easier than ever to justify a full week on property. There’s more to do, more convenience, and everything’s been designed with longer stays in mind.”
The UK, she added, is seeing faster growth in the adults-without-kids segment. “We’re hearing more on value from UK partners — they’ve got more flexibility and flight options. But for both markets, it’s about showing guests that there’s enough here for everyone, whether you’re four years old or forty.”
Three New Hotels – and a Direct Door to the Park
Epic Universe brings with it three brand-new hotels, including the 500-room Universal Helios Grand Hotel — the first to offer a dedicated entrance straight into the theme park.
“Guests can literally walk out of their room and be in the park in 20 steps,” said Quinn. “It’s part of our signature Loews collection — refined, elegant, but still deeply connected to the fun.”
For more budget-conscious travellers, two new ‘prime value’ resorts — Universal Stella Nova and Universal Terra Luna — add another 1,500 rooms to the mix.
“These are Cabana Bay-level hotels,” Quinn said. “Casual, comfortable, with large pools, casual dining and two queen beds in every room. About half the rooms are connectable — perfect for families.”
Montague was quick to note the appeal for Irish and UK guests. “Value matters, especially for those 10- or 14-day trips. These hotels are central, spacious and designed for real-life needs — families, luggage, longer stays.”
Legacy Parks Still Thrilling
Quinn was keen to stress that Epic Universe is not stealing the spotlight from Universal’s existing parks.
“VelociCoaster and Hagrid’s Magical Motorbike Adventure are prime examples of where we’re going — thrilling, technologically advanced, and guest-first. We’re expanding, not replacing.”
Agent Training & Early Bookings on the Rise
Montague also confirmed that Epic Universe is now included in its trade concessions programme. Once agents complete their training, they’ll receive 50% off three- and four-park explorer tickets, and nearly 40% off 14- and 15-day options that include one day at Epic Universe.
“We’re also pushing for earlier bookings,” she said. “Late deals are still supported, but with 2026 already looking strong, it’s clear that advance planning helps everyone — agents, guests and us.”
