Is Universal Orlando getting cheaper? Inside its big pivot

Comcast says rivals moved faster to win back visitors. So Universal hired a new brand chief from United Airlines and is lining up deals and “three-park passes.” Here’s what could change.

Universal Orlando just said the quiet part out loud. Disney beat it to the punch this summer.

On Comcast’s third-quarter earnings call Thursday, Oct. 22, co-CEO Mike Cavanagh said Universal is changing how it sells its Orlando parks. That means new leadership, new promotions and something he called “three-park passes.”

Here’s what Universal said and what it could mean for your next trip.

Why is Universal Orlando changing its strategy?

Because the numbers slipped. Comcast’s theme parks revenue fell 4.4% to $2.6 billion in the third quarter, and adjusted EBITDA, a measure of profit, dropped 17.1% to $780 million, BlogMickey reported.

Comcast said the main cause was lower admissions revenue, including the cost of more promotions and discounts.

Cavanagh pointed to the economy, but he also blamed two things Universal can fix. “We believe competitors were quicker to anticipate and recognize softness in demand and adapt their marketing strategies,” he said, according to WDW News Today. The other problem was ride capacity at Epic Universe.

“We view these trends as temporary rather than structural,” he added.

Who is Universal’s new head of marketing?

Cavanagh didn’t name anyone on the call. But Universal hired a new chief brand and commercial officer this month, Luc Bondar, who started Oct. 19, Blooloop reported.

Bondar came from United Airlines, where he was chief operating officer and president of MileagePlus, the airline’s loyalty program. He replaces Alice Norsworthy, who’s retiring at the end of 2026 after more than 18 years with Universal.

Randy Culbertson, a former NBCUniversal CFO, is also joining Universal as chief business officer, BlogMickey reported.

So the guy who ran a giant frequent flyer program now runs Universal’s brand. That might tell you where the passes are headed.

What are Universal’s three-park passes?

Nobody knows for sure yet. “We’re focused on the things we can control,” Cavanagh said. “So we’ve got a new head of marketing.”

Universal is going to “bring some promotional and product packages into the market, three-park passes and the like,” he said.

Right now, Universal Orlando annual passes cover Universal Studios Florida, Islands of Adventure and the Volcano Bay water park. No pass includes Epic Universe. Passholders can only buy specially priced one-day Epic tickets.

Universal already sells three-park day tickets with Epic, though. That’s why BlogMickey and WDWNT both read “three-park passes” as a likely hint at an annual pass that finally includes Epic Universe. Universal hasn’t announced one or given a date.

Is Universal Orlando getting cheaper?

In some ways, it already is. Comcast’s own results show Universal has been leaning on discounts.

A few current deals:

• Holiday hotel stays are up to 30% off for everyone, 35% for Florida residents and 40% for passholders, WDWNT reported. Packages can save up to $300 more.

• A three-park Florida resident ticket that includes Epic Universe went on sale Sept. 3 for $85 a day, according to BlogMickey.

Universal will also spend more on ads, aimed at “high return opportunities” to fill its Orlando parks, Cavanagh said.

When will Universal Orlando bounce back?

Probably not until late 2027. Comcast expects Orlando to look about the same next quarter and through the first half of 2027, with growth returning in the second half of 2027, BlogMickey reported.

Part of that is math, since Universal is still up against the months right after Epic Universe opened in May 2025.

Comcast also said Orlando attendance, guest spending and overall results are still “materially above” where they were two years ago.

What is Universal doing about Epic Universe capacity?

Working on the rides. Cavanagh said Universal is improving “reliability of attractions and availability, throughput, load times,” according to WDWNT.

“That’s a combination of just getting the tech settled down, getting the staff trained to load and unload at the right speed and the like,” he said.

New rides are coming to the older parks, “not Epic,” he said. Fast & Furious: Hollywood Drift is testing at Universal Studios Florida ahead of a 2027 opening, as PNP reported Oct. 21.

How does this fit Comcast’s NBCUniversal spinoff?

It’s the backdrop. Comcast announced in June that it plans to spin off NBCUniversal, theme parks included, as its own public company, WDWNT reported. The process was expected to take about a year, with Cavanagh as NBCUniversal’s CEO.

So if you’ve been waiting on a Universal deal, the timing may be on your side. Just maybe hold off on renewing that annual pass until Universal explains what “three-park” means.

Article compiled and written by Kambrea Pratt (editor-in-chief), Derek Gibbs (beat editor) and the Pirates & Princesses newsroom. Pirates & Princesses is part of WebReef Media.

Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.

Hat Tips:

• BlogMickey (Oct. 22 and 23, 2026), the quarter’s numbers, the outlook and the Florida ticket

• WDW News Today, Shannen Ace (June 29 and Oct. 19 and 23, 2026), Cavanagh’s quotes, hotel deals and the spinoff

• Blooloop (Oct. 8, 2026), Luc Bondar’s hiring and quote

• Pirates & Princesses (Oct. 21, 2026), Hollywood Drift testing

AI Disclosure: All articles are assigned, edited and reviewed by an experienced human editor before posting. Like most modern newsrooms, WebReef Media uses a variety of AI tools to help with accuracy and efficiency. Ways AI may be used in article creation include research, grammar, fact-checking and ideation, as well as occasional AI generated or enhanced thumbnails or graphics. No articles are generated or posted without human oversight or involvement.