Will the UK’s newest and biggest theme park bring a Universal opportunity for hospitality?

“An eco-system will be created and there’s potential for a huge and far-reaching impact, which everyone can piggyback off. This will impact the whole country, but it will particularly benefit the south. For visitors there’s an opportunity to go to Canterbury, for example, and then add on two days at the theme park. Accommodation providers will build packages including travel to extend trips.

“And the increase in visitor numbers means all other attractions, from the West End to London Zoo and Legoland, will be better-attended as a result.”

Pope emphasised Universal’s success at appealing to the family market as providing a huge potential for hospitality operators to expand their offerings and boost their appeal to the millions looking to travel to the park annually (see below).

While the exact nature of the attractions at the park is unknown, rumours are already swirling that James Bond, Paddington Bear and the Lord of the Rings could all feature. However, rides related to boy wizard Harry Potter are not expected be included due to the proximity to the nearby Warner Bros studio tour.

Jobs for all

For Visit Britain the potential is enormous. The trade body has already been harnessing the appeal of hit films and TV shows produced in Britain, such as Paddington and Bridgerton, to attract visitors as part of its ‘Starring GREAT Britain’ campaign.

Chief executive Patricia Yates said: “It is fantastic that Universal has chosen Bedford as the site of its first theme park in Europe, demonstrating the importance of tourism to attract inward investment, drive economic growth and create jobs.”

“The whole tourism ecosystem in Bedfordshire and far beyond will benefit from this new and exciting project”

Details of the rides and attractions that will make up the park can be expected to be released gradually over the next five years. Mark Woodbury, chairman and chief executive of Universal Destinations & Experiences, said: “Bringing a world-class theme park and resort to the UK is a tremendous opportunity and part of our strategy to introduce the Universal brand and experiences to new audiences around the globe. We appreciate the incredible support for our proposed project and look forward to bringing it to life in the years ahead.”

As well as bringing investment and visitors, the park is also expected to create 8,000 jobs, across the park and its 500-room hotel and retail, dining and entertainment complex.

Universal has committed to working with local colleges and universities to provide apprenticeships and internships to train the next generation of the hospitality workforce to meet this need, which could further benefit the wider industry.

On top of this, the government has committed to a major infrastructure investment to deliver the project, which has already seen plans to expand Luton Airport signed off.

Richard Toomer, executive director of the Tourism Alliance, said: “The whole tourism ecosystem in Bedfordshire and far beyond will benefit from this new and exciting project. Visitors to the park will hopefully also get a chance to see our stunning historic houses, beautiful landscapes, amazing coastline, vibrant cities and cultural sites, along with the world-class exhilarating rides and attractions they’ll experience at Universal.”

Three ways to link up with Universal

Gary Pope has some top tips to help hospitality businesses maximise the opportunities of the Universal theme park:

• Think how you can embrace families into your offering and deliver services that will be really valued. Extras such as a free travel cot in every room can make a big difference to parents.
• Consider investing in intellectual property licensing to enhance your offer in a way that will resonate with those visiting the park. Family appeal is what Universal is really good at, so consider themed rooms, developing a Minion-themed breakfast or serving drinks in tyrannosaurus rex mugs. Then promote it online.
• Focus on either the pre- or post-Universal experience and develop an offer that either provides downtime after a visit or an upbeat launchpad to the event.