SeaWorld’s efforts to transform into a full-fledged resort destination are taking longer than expected. The company, which has been working to expand its Orlando presence beyond its marine attractions, has confirmed that its first-ever onsite hotel will not open in 2026 as originally planned.
The announcement comes as attendance across SeaWorld parks continues to decline, reflecting a broader challenge the company has faced in recent years. While its pivot to high-thrill roller coasters has helped redefine its brand, some of its most ambitious plans—including its long-awaited entry into the hotel business—are now delayed.
Attendance Declines as SeaWorld’s Reinvention Stalls
For decades, SeaWorld positioned itself as a family-friendly marine park, giving guests an up-close look at orcas, dolphins, and other sea life. In the U.S., the company operates parks in Orlando, San Antonio, and San Diego, while a fourth location opened in Abu Dhabi in 2023 under a licensing agreement.
Its reputation, however, suffered a major blow in 2013, when the documentary Blackfish exposed troubling allegations about the treatment of its captive orcas. The film, which centered around the death of trainer Dawn Brancheau, sparked widespread backlash, leading to declining attendance, corporate sponsorship losses, and increased scrutiny over its animal programs.
In an effort to distance itself from the controversy, SeaWorld phased out its orca breeding program and shifted its focus to roller coasters and other thrill-based attractions. Parks introduced high-speed coasters like Ice Breaker, Pipeline: The Surf Coaster, and Emperor, aiming to compete directly with Disney and Universal.
But while the strategy has boosted its thrill ride offerings, it hasn’t fully reversed the company’s long-term attendance slump.
The Latest Numbers—And Another Setback
On February 26, United Parks & Resorts CEO Marc Swanson reported that attendance had dropped by approximately 79,000 guests in Q4 2024 compared to Q4 2023. The company also saw a $4.6 million dip in revenue and a $12.2 million decline in net income during the same period.
For the year, total attendance across all United Parks & Resorts properties—including Busch Gardens—reached 21.5 million guests, down 0.3% from 2023.
While the decline was relatively small, it was enough to prompt a rethink of SeaWorld’s expansion timeline. On the same earnings call, Swanson confirmed that the company’s first-ever Orlando hotel would not open in 2026 as previously announced.
“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.
SeaWorld Takes A Gamble—And What Comes Next
SeaWorld’s entry into the hotel business has been in the works for years. In 2023, the company filed plans for a 504-room resort located near SeaWorld Orlando, followed by another proposed Discovery Cove hotel. The expansion was meant to solidify SeaWorld as a multi-day resort destination, similar to Disney and Universal.
Unlike its competitors, however, SeaWorld does not currently operate any on-site hotels. Instead, it relies on partnerships with Renaissance Orlando, Hilton Garden Inn, DoubleTree by Hilton, and Fairfield Inn and Suites—properties owned by outside companies but marketed as “official” SeaWorld hotels.
With 2026 no longer an option, the company has not confirmed a new opening date. At best, guests may see a SeaWorld hotel debut in 2027 or later.
Beyond the delay, little is known about the project outside of its internal names—Project Starboard and Project Canopy.
During a November 2024 earnings call, Swanson expressed optimism about the long-term benefits of the expansion, stating, “We are excited about the opportunity to monetize … unused land holdings and have hotels integrated into our properties.”
But whether those plans will translate into stronger attendance and revenue remains an open question.
As Universal prepares to open Epic Universe in May, competition in Orlando’s theme park industry is set to reach new heights. SeaWorld, meanwhile, continues to navigate its post-Blackfish identity, relying on thrill rides and new attractions to keep visitors coming back.
With a delayed hotel, rising ticket prices, and ongoing attendance challenges, the road ahead for SeaWorld remains uncertain.
Would you stay at a SeaWorld Orlando hotel once it finally opens?
