Universal Hires United's Former MileagePlus Chief to Run Its Brand, Sales and Pricing as Alice Norsworthy Prepares to Retire
The executive who will oversee how Universal markets, sells and prices its parks used to run United Airlines' MileagePlus program.
Universal Destinations & Experiences, the Comcast NBCUniversal unit behind Universal Orlando and the company's other theme parks, announced on Wednesday, October 7, that Luc Bondar will become its Chief Brand & Commercial Officer. He previously served as Chief Operating Officer and President of MileagePlus at United Airlines.
He succeeds Alice Norsworthy, who, according to the announcement, "has held leadership roles with Universal for more than 18 years and plans to retire at the end of this year."
Epic Universe, which Universal credits Norsworthy with helping to open (file photo). Photo: Universal Orlando Resort
What Bondar will oversee
The job is wide. Universal says his "expanded remit includes overseeing brand strategy, creative and marketing, demand generation, sales, pricing and revenue management, and commercial operations and analytics."
That list puts pricing and revenue management under his organization. Universal frames the role around personalization and data. Bondar will lead the Brand & Commercial organization with an emphasis on building "more personalized guest relationships, while harnessing technology and data to drive growth and loyalty."
He starts Monday, October 19. He will report to Mark Woodbury, Chairman and CEO, and sit on the Universal Destinations & Experiences Executive Leadership Team. He will also serve on the NBCUniversal Marketing Council.
From MileagePlus to theme parks
At United, the announcement says, Bondar oversaw "brand and consumer marketing, customer growth, personalization, digital capabilities, analytics, and strategic partnerships." His background spans the travel, technology, financial services and retail industries.
Woodbury said Bondar brings "a deep understanding of the consumer and expertise in using technology and data to identify new growth opportunities while deepening relationships with guests and fans."
Bondar's own pitch was personal: "Universal creates moments that stay with families long after they leave the park. I have seen that firsthand with my own family."
Norsworthy's run
The announcement credits Norsworthy with helping shape Universal's growth, "including transforming Universal Orlando into a destination resort, expanding the company's global portfolio, and, most recently, opening Universal Epic Universe." Universal says her career in travel, tourism and hospitality spans more than four decades.
Universal Destinations & Experiences is the Comcast NBCUniversal unit behind Universal Orlando. Image: Universal Destinations & Experiences
Universal did not announce any specific changes for Orlando with the hire. With a loyalty-program veteran soon to oversee pricing, what would you most like to see change at Universal Orlando?
Sources
Image credits: Universal Orlando Resort (Epic Universe, file photo). Universal Destinations & Experiences (logo).
