Universal Parks & Resorts is as close to joining the set of a Hollywood blockbuster thousands of movie lovers can get that’s why the Parks continue to gain popularity over time.
Speaking to KarryOn, Tristan Freedman, the Regional Manager for Universal Parks & Resorts said these days one in 20 Australians will make a trip to a Universal park in the USA every year.
While they enjoy exploring the backlots of some of their favourite TV shows, the ever-expanding activities in parks gives them an opportunity to experience hit movies such as Harry Potter and Fast & Furious in even more depth.
Check out more of our chat below:
How many Aussies visit Universal Parks annually?
Around one in 20 Australians visit the Universal parks in the USA every year and Australia is one of the top international markets for both Hollywood and Orlando.
We’ve seen solid growth in recent years – and with the impending launch of Wizarding World of Harry Potter World at Universal Studios Hollywood we’re expecting to see a huge upsurge in the coming 12 months.
Is Orlando or Hollywood more popular?
Universal Studios Hollywood is and always has been the most visited of the two US parks – it’s the original park and an actual working movie and television studios located in the hills surrounding Hollywood. It’s the ultimate Hollywood experience.
The famous studio backlot tour is having its 50th anniversary this year and we’ve been celebrating: an amazing new ending to the tour with Fast & Furious-Supercharged, night time tours for the first time ever and the opening of Springfield USA. So if you’ve been previously there’s a plethora of reasons to go back.
That said, Universal Orlando Resort is seeing triple digit growth out of this market – no doubt led by the opening of the Harry Potter worlds – Hogsmeade, Diagon Alley and the Hogwarts Express.
It is significantly larger than it’s Hollywood cousin and its two theme parks – Universal Studios Florida and Islands of Adventure – are an adventure seeker’s dream.
It’s no wonder the resort is seeing such growth out of Australia. The new Cabana Bay Resort hotel is superb and next year will see the opening of the beautiful Loews Sapphire Falls Resort. Orlando is going off.
What marketing activities do you have planned for trade?
It’s been a busy year – we ran a Fast & Furious-Supercharged launch incentive with United Airlines earlier this year.
We were at the Visit USA shows and will be exhibiting at the upcoming Anaheim Roadshow at the end of August. We participated at the Flight Centre Discover the America Expos and we’re now looking to some more cooperative campaigns with our key wholesale, airline and retail partners.
In 2016 we will be looking to do our own roadshow in partnership with Los Angeles and Santa Monica for Universal Studios Hollywood (as well as focus a huge amount of attention on Harry Potter promotions) and for Orlando, we are hoping to have an increased trade marketing budget to help support the incredible demand we’ve seen for the park recently.
It’s going to be a busy year!
Any incentives coming up?
Absolutely. We’ve just launched our Halloween in Hollywood incentive in partnership with Helloworld, Qantas and Qantas Holidays where we take 17 top sellers to experience the Universal VIP Experience, Halloween Horror Nights (amazing) and the West Hollywood Halloween Carnivale.
Is it challenging competing with Japan’s Universal?
Not really. I have had a few questions asked to me about the park in Japan but I think it’s hard compare the USA with a destination like Japan – they really are two very different experiences.
I don’t believe people are travelling to Japan purely for Universal – that’s just an additional experience while they are there. And they know that Orlando has the biggest and the best and that Hollywood will soon have its own piece of the Potter experience – so I don’t think the Japan factor is a challenge at all. And besides we love everyone in the global Universal family.
Will Harry Potter World impact numbers to Universal Studios Hollywood?
Hugely. The Wizarding World of Harry Potter at Hollywood is going to be incredible.
Los Angeles is the number one gateway for Australians into the USA and to be able to experience this right there is going to draw massive visitation from Australia.
We are expecting record numbers in 2016 – we’ve invested millions into the park and it’s going to be on show. It’s going to be an amazing year.