Universal Parks and Resorts North America CMO on Defining the Brand Alongside Your Consumers

Theme park veteran Xiomara Wiley discusses what's new and her approach to post-pandemic marketing

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Recently, at the peak of spring break travel, Orlando hotel occupancy reached nearly 81%—the second-highest rate this year, according to Visit Orlando. The upswing in tourists and thrill-seekers is something Xiomara Wiley and her team are not only excited for, but also prepared for in all new ways thanks to deep consumer listening, empathy and agility.

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