Universal Studios has come a long way in the theme park industry, creating exciting attractions and immersive lands for millions of visitors. But even with all its success, there are still a few lessons it could take from Walt Disney World to make its guest experience even better.
Disney has spent decades refining its approach to guest satisfaction, creating a seamless blend of entertainment, storytelling, and hospitality that has set a global standard. Universal, while a strong competitor, can elevate its parks by incorporating some of Disney’s most effective strategies. This could include expanding digital services, increasing family-friendly attractions, enhancing guest services, and building a stronger connection with fans.
Here are five key areas where Universal could step up its game.
1. Improving Digital Tools for Guests
One of the biggest differences between Disney and Universal is how they use technology to help guests navigate the parks. Disney’s mobile app and website make it easy for visitors to plan their trips, book dining reservations, and check wait times in real time.
Disney has also integrated MagicBands and digital payment options to make transactions and experiences seamless. The My Disney Experience app is a one-stop shop for all things Disney, making trip planning much easier for guests.
Universal has made progress, but there’s still room for improvement.
What Universal Has Done So Far:
- Mobile food ordering and virtual queue systems have been introduced for some attractions, making things more efficient.
- Interactive maps now give real-time updates and help guests find their way.
- Personalized itineraries help visitors plan their day better.
- Universal has improved the ease of booking Express Passes, but it still lacks the full-scale digital experience that Disney offers.
While these updates have been beneficial, Universal could take things further by offering a more seamless planning experience. Expanding mobile payment options, improving the usability of its app, and integrating interactive features like augmented reality scavenger hunts could provide guests with a more engaging and stress-free visit.
2. Adding More Attractions for Families
Universal is known for its high-speed roller coasters and thrilling rides. While that’s a big draw for many visitors, families with younger children may find fewer options compared to Disney’s mix of rides for all ages.
Disney balances thrilling attractions with gentle, immersive experiences that cater to younger guests. From classic rides like Dumbo the Flying Elephant to the enchanting Frozen Ever After, Disney ensures that every family member has something to enjoy.
Recent Universal Additions:
- DreamWorks Land (2024) now features rides based on “Shrek,” “Kung Fu Panda,” and “Trolls.”
- Illumination’s Minion Land has added more interactive features, making it a bigger hit with families.
- The new Super Nintendo World and Isle of Berk at Epic Universe.
- Character meet-and-greet areas have been expanded, allowing younger guests more opportunities to interact with their favorite animated stars.
Despite these improvements, Universal still leans heavily on its thrill-focused attractions. If Universal wants to attract more families, it should invest in more slow-paced rides, interactive play areas, and attractions based on animated properties that appeal to younger audiences.
3. Creating More Immersive Theming and Storytelling
Disney does an incredible job of making guests feel like they’ve stepped into another world. Lands like Star Wars: Galaxy’s Edge and Pandora – The World of Avatar transport visitors into their favorite stories with incredible detail and storytelling.
Every inch of a Disney-themed land is carefully crafted to match the world it represents, from the food and merchandise to the costumes worn by Cast Members. This level of immersion keeps guests engaged and makes them feel like they are part of the story.
Universal has had major wins with The Wizarding World of Harry Potter and Super Nintendo World, but some areas of the parks could use stronger themes to keep the experience seamless.
How Universal Is Improving:
- Super Nintendo World in Epic Universe has set a new standard for guest interaction.
- Universal has been updating ride queues to make waiting in line a more engaging part of the experience.
- Themed dining options are being expanded, creating a more cohesive park experience.
Universal is making great strides in creating detailed, immersive environments, but if it wants to match Disney’s level of storytelling, it needs to ensure that every aspect of its themed lands—from merchandise to cast interactions—is seamlessly integrated into the story. Extending interactive features and live performances could enhance immersion even further.
4. Enhancing Guest Services and Park Operations
Disney’s parks are known for smooth operations, thanks to their efficient ride reservation system, organized transportation, and helpful Cast Members. Universal has made progress in this area but could push its services even further.
Disney’s Cast Members go through extensive training in guest service, ensuring that every interaction enhances the guest experience. Universal’s team members are helpful and professional, but adopting a more personalized, guest-focused approach could make visits even more enjoyable.
Universal’s Recent Changes:
- Universal Express Pass is a strong alternative to Disney’s Lightning Lane, allowing guests to skip lines without needing timed reservations.
- More guest assistance stations have been added throughout the parks.
- Hotel guests now receive more perks, including early park entry and priority ride access.
- Universal has increased the number of mobile guest service stations, making it easier to get help throughout the parks.
While these improvements help, Universal could further refine these systems by adding real-time updates on ride availability, digital assistants for guest support, and better park transportation options. Improving signage, increasing seating areas, and offering more shaded rest spots could also enhance guest comfort.
5. Building a Stronger Fan Community
Disney fans are some of the most dedicated in the world, returning to the parks year after year for exclusive events, limited-time merchandise, and nostalgic experiences. Universal has been making progress in building its own loyal fan base, but it could do even more.
Universal’s Recent Efforts:
- Annual Passholder perks have expanded to include exclusive ride previews, merchandise, and seasonal discounts.
- Social media engagement has grown, offering behind-the-scenes looks and live park updates.
- Seasonal events like the Mega Movie Parade and Halloween Horror Nights expansions are bringing in repeat visitors.
- Universal has increased its investment in exclusive themed merchandise and collectibles.
These are great steps, but Universal could further strengthen its brand loyalty by introducing more nostalgia-driven promotions, limited-time attractions, and unique membership perks for die-hard fans. Establishing a stronger connection through a dedicated fan club, exclusive online content, and VIP behind-the-scenes experiences could make fans feel even more connected to the brand.
Universal’s Future in Theme Parks
Universal Studios is already one of the best theme park destinations for thrill-seekers and movie fans. Its recent updates show a clear effort to improve the guest experience, from digital upgrades to better services and new attractions.
By continuing to learn from Disney’s best practices—especially in guest convenience, theming, and engagement—Universal can take its parks to the next level and become an even bigger competitor.
What do you think Universal should improve next? Share your thoughts in the comments!
