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Online Travel

Universal Theme Parks Have the Magic Formula for Millennials Says Foursquare

Hannah Sampson

Skift Take

Universal parent company Comcast has been pouring money into its theme parks, and this data from Foursquare is another sign that the investment is paying off.

What does it take to earn the affection — and dollars — of millennials? For Universal Parks & Resorts, the answer may be wizarding worlds, Butterbeer, and zombies. According to an analysis released Thursday by technology company Foursquare, the coveted millennial generation is driving strong growth at Universal theme parks thanks in large part to the company's investments in new rides and intellectual property that resonates with 18-34-year-olds. The company analyzed foot traffic to Disney, Universal, and other theme parks in the U.S. by using both check-ins and background location information from users of the Foursquare, Swarm, and Marsbot apps.

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