Universal Orlando is currently piloting a new version of its Express Pass service, which offers guests the opportunity to purchase one-time line-skipping access for $25 at select attractions. This test coincides with a busy fall break period, when attendance at Universal Orlando is notably high. Universal Studios Florida and Walt Disney World are experiencing similar attendance trends, with high crowds observed during the current peak season.
Universal Orlando’s testing of this single attraction access comes as a strategic move to meet the demand for line-skipping services amidst packed parks. The new offering currently allows guests to skip lines for popular rides such as Revenge of the Mummy and Skull Island: Reign of Kong. Guests can find this service in the app’s “Special Offers” section or by scanning a QR code at the attractions. Pricing, including tax, for each of these attractions is reported to be approximately $26.62, though there is currently availability, indicating it may not sell out quickly.
In comparison, Walt Disney World’s Lightning Lane Single Pass has similar pricing structures but varies based on the specific attraction. For example, popular rides like the Seven Dwarfs Mine Train and Star Wars: Rise of the Resistance have different price points, some reaching up to $25.
The move to introduce this a la carte line-skipping option reflects Universal’s goal of maximizing revenue, particularly in light of its recent $7 billion investment in building Epic Universe. This strategy aims to appeal to guests who may not want to pay the higher price for regular Express Passes, which currently start at around $210, by providing a more budget-friendly alternative.
However, there are concerns regarding the tested offerings’ popularity. Critics point out that the selected attractions for the trial may not effectively demonstrate demand for line-skipping services, as they are not the most popular choices among guests. Observers speculate that if the test yields disappointing results, it may not accurately represent the potential demand for line-skipping on more sought-after rides such as Hagrid’s Magical Creatures Motorbike Adventure or Jurassic World VelociCoaster.
Ultimately, the outcomes of this testing phase could shape Universal Orlando’s approach to future line-skipping options, with possibilities for expanding the offering based on demand. Given the continuous competition with Walt Disney World, Universal’s efforts appear focused on refining its strategies to enhance guest experience while also ensuring profitability.
As the test unfolds, it will be intriguing to see how Universal Orlando navigates this balance and what implications it may have for both the guest experience and the park’s revenue streams in the future.