It isn't always about which property is better. Sometimes, it's about which property is better for the guest.
That's the message from Universal Orlando Resort as they continue to build properties year after year, targeting new and different types of guests from before. TravelPulse spoke to two executives from Universal on their vision for their latest project, Aventura, and what Universal's plans are moving forward.
"We look at our portfolio in total, so it's always looking to see what complements," said Russ Dagon, Vice President and Executive Project Director at Universal Hotels and Resorts.
"We were excited about our price point and product at Cabana Bay and we were looking for something that would complement that. [Aventura's] theme is more about being the next evolution of Cabana. It's about taking that in a more contemporary direction, giving out guests what they ask for and taking away what they don't want at that price point."
Giving a customer the right product at the right price point is a focus for many companies these days, but is also the entire life of a travel agent. Universal's aim over the past couple of years-adding Cabana Bay and Sapphire Falls-as well as into the future appears to be making life a lot easier for agents to match any customer with the Universal vacation of their dreams.
That includes immediate plans for hotels seven and eight in the Universal Orlando portfolio which will be even more affordable with their own distinct features and still fit in the overall park vibe with the same benefits current Universal guests enjoy-like early park admission.
"There's more coming," said Vince LaRuffa, Senior Vice President of Resort Marketing at Universal Orlando Resort. "We will have value category hotels priced below Cabana Bay and Aventura. Together they will have 2800 rooms. 1450 will be two bedroom suites, and they'll be priced at less than $100 per night."
So what is Aventura's place in the portfolio?
The best way either gentleman could describe was as Cabana Bay, but a little more grown up. For those who have stayed at Cabana Bay, a group that includes me, the description makes perfect sense.
For the uninitiated, Cabana Bay is a fun, retro hotel with a lot of activities perfect for families with younger children. As a father of two young boys myself, I could easily see my family having a lot of fun at Cabana Bay-a few years ago.
Now?
As LaRuffa and Dagon described Aventura, the new resort sounds absolutely perfect.
"Cabana is a different product," LaRuffa said. "It's a high-energy kind of environment. It's a really fun kind of environment. We were looking to find a product at the same price point that offers a little more solitude."
He went on to describe how his 25-year-old daughter and her boyfriend were in the back of his mind as he looks at the product. They're style conscious but also budget conscious. They're foodies. They're looking to unwind and relax a little bit more at the end of the day than the average guest.
As LaRuffa described those people he knows, I realized I couldn't wait to try out the product as well.
Aventura is being designed with minimalist architecture and modern, almost simplistic appointments. Unlike what many expect in a theme park resort, it's being designed to create an almost secluded, exclusive feel. It looks to create simple elegance rather than playing on a theme in kitschy ways or providing eye-catching décor aimed at the youngest of potential guests.
"It's hard to call anything we do boutique," Dagon said, noting the 600 rooms Aventura will feature. "But I would consider this a boutique version of Cabana Bay. This will be a slightly more sophisticated, a slightly more intimate version of that. It's going to draw a customer that's not looking for an over-the-top theme."
"Hard Rock is a very different experience than Portofino which is a different experience from Royal Pacific," LaRuffa said. "That's the benefit of having such an extensive portfolio."
"Experientially, [Aventura] may have some of the tranquility that guests get at Portofino, but it will be a totally difference themed experience."
Aventura will also feature the resort's first-ever rooftop bar and restaurant-fitting in perfectly for a guest who might want nightlife, but not want the hustle and bustle of Universal's CityWalk.
"At the rooftop bar," Dagon said, "it's a small-plate theme. It's a great opportunity to go up and sample foods. We anticipate late at night it becoming a little more high-energy and adult-friendly, but it's also a family-friendly atmosphere.
"And the views," he continued and you could hear his smile over the phone, "you can see everything from up there."
Like other Universal properties, Aventura will be managed by Loews, which the executives said gives them a step up on the competition. Regardless of the price point, Lowes continues to provide a high standard of service not always seen at budget-conscious hotels. That, plus the Universal park perks makes is possible to stay within walking distance of the park and get a better experience than booking a stay off the resort.
For travel agents, Aventura is just another step in creating a Universal vacation for any client at any price point, giving them a longer number of nights to see all Universal Studios Orlando has to offer.
Topics From This Article to Explore
