Trade sales drive Universal Studios Hollywood UK rebound

UK trade sales for Universal Studios Hollywood have already rebounded to pre-pandemic levels and are outpacing the park’s overall recovery from the market.

Senior vice-president for sales Dennis Quinn said strong trade sales were being driven by take-up of a ‘buy one day, get a second free’ offer which covers visits to the end of 2023.

He also revealed that Universal was soon to join around 15 other Hollywood attractions to offer three- or five-attraction Hollywood Plus Passes which would be made available through agents and operators.

Speaking at the IPW Conference in Orlando, Quinn said: “The trade has rebounded in a strong way and it’s clear that visitors from the UK are turning to agents for their expertise.

“Our overall numbers still have a little way to go but our trade numbers are already up to 2019 levels.”

Quinn said a number of new and revamped attractions and developments were driving interest, including rides based on Jurassic World and The Secret Life of Pets which had effectively had a “second opening” after initially being unveiled before the pandemic.

He also predicted strong demand for Super Nintendo World, which will expand the park’s footprint when it opens in early 2023.

And he hailed an ongoing move to replace the park’s fleet of diesel backlot tour vehicles with electric alternatives.

The Hollywood Plus Pass will allow customers to select preferred options, and is expected to be launched this summer.