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SeaWorld was a hot topic in United Parks & Resorts’ latest earnings call, in which it confirmed that SeaWorld Orlando’s long-planned hotel project will no longer open in 2026 as originally intended.
The news comes at a time when SeaWorld is still trying to reinvent itself, moving away from its animal-focused legacy and leaning into thrill rides and resort-style experiences. But with visitor numbers continuing to slide, the question remains: Can SeaWorld turn things around?
SeaWorld’s Evolution—And the Blackfish Effect
For decades, SeaWorld built its brand on animal encounters, offering guests the chance to see orcas, dolphins, sea lions, and other marine life up close. The company expanded its reach across three U.S. locations—Orlando, San Diego, and San Antonio—along with an international park in Abu Dhabi, operated by Miral.
Credit: SeaWorld
While the parks blended education and entertainment, SeaWorld’s real claim to fame was always its Shamu shows, featuring performing orcas that became the park’s most iconic attractions. That all changed in 2013 when the release of Blackfish triggered a major public relations crisis for the company.
The documentary accused SeaWorld of mistreating orcas and misleading the public about their well-being, with a focus on the tragic death of trainer Dawn Brancheau at SeaWorld Orlando. As backlash mounted, attendance plummeted, and the company was forced to end its orca breeding program and phase out traditional killer whale performances.
Credit: SeaWorld
In response, SeaWorld pivoted hard toward thrill rides, investing in high-speed roller coasters and water attractions to compete with Disney and Universal. While this strategy has helped diversify the experience, attendance has never fully rebounded, and the company now finds itself at another crossroads.
Numbers Are Down, and So Is the Hotel Timeline
During an earnings call on February 26, United Parks & Resorts CEO Marc Swanson confirmed that attendance was down by approximately 79,000 guests in Q4 2024 compared to the same period in 2023. Revenue dipped by $4.6 million, while net income fell by $12.2 million.
Credit: SeaWorld
Overall, SeaWorld’s attendance in 2024 was 21.5 million guests, a 0.3% decrease from 2023. While the drop may not seem drastic, it marks yet another year of stagnation for a company that has struggled to reclaim its former dominance.
Amid this decline, Swanson also announced that SeaWorld’s first hotel in Orlando would not be opening in 2026 as planned.
“We are taking our time to make sure we optimize the outcome here and no longer expect to have our first hotel opened in 2026,” Swanson said.
The company had big ambitions for its first Orlando resort. In 2023, SeaWorld filed plans for a 504-room hotel adjacent to its theme park, followed by another proposed hotel at sister park Discovery Cove. The move was meant to establish SeaWorld as a full-fledged resort destination, following in the footsteps of Disney and Universal.
Credit: SeaWorld
SeaWorld’s Hotel Gamble—When Will It Happen?
SeaWorld remains one of the only major Orlando parks without an on-site hotel, making this expansion a crucial step in keeping visitors on property for longer stays. Unlike Disney and Universal, which each own multiple hotels, SeaWorld relies on partner hotels like the Renaissance Orlando at SeaWorld, DoubleTree by Hilton, and Fairfield Inn and Suites.
For now, there’s no confirmed timeline for SeaWorld Orlando’s first resort. With 2026 off the table, the earliest a hotel could open is 2027 or later.
Credit: SeaWorld
During a November 2024 earnings call, Swanson expressed optimism about the project, saying, “We are excited about the opportunity to monetize … unused land holdings and have hotels integrated into our properties.” However, the specifics of these plans—beyond their project names, “Project Starboard” and “Project Canopy”—remain unclear.
Are you looking forward to SeaWorld Orlando’s first hotel, or do you think the company should focus its attention elsewhere?
