MarketHub Americas 2025: Larissa Krzyzanowski Highlights the Future of United Parks and Resorts’ Hospitality Industry
“Our next step is to integrate resorts into the park experience,” says Sales Manager
During MarketHub Americas 2025, held on June 4 and 5 at the Megapolis Hotel in Panama City, one of the most strategic presences was that of United Parks and Resorts. The company, which manages the famous SeaWorld and Discovery Cove parks, is in the midst of a global repositioning phase.
Larissa Krzyzanowski, the company's International Sales Manager, revealed the company's rebranding and expansion of its horizons:
“We changed our name to United Parks and Resorts precisely because our future is to add resorts to our parks experience.”
Krzyzanowski, who represents markets such as Brazil, Mexico and Asia-Pacific, has a multifaceted profile, with experience in the hotel industry, events and even entrepreneurship in the food sector. Today, based in Orlando, she leads partnerships with Brazilian receptive companies and reinforces the importance of connecting with the Latin American public.
Exclusive weddings and events within the parks
One of the most surprising differences of United Parks and Resorts, according to Larissa, is the personalization of events.
“Many people don’t know, but it’s possible to hold a corporate event or even a wedding in our parks. It’s a unique experience — imagine closing the park just for your company,” he said enthusiastically.
Events range from weddings at Discovery Cove to quinceañeras for Latino families who travel to the United States for this purpose.
Strategic look at the Brazilian public
The international public represents around 18% of the company's sales — and Brazil stands out in this segment.
“There are a lot of Brazilians in our parks, and most of the receptionists I work with sell to Brazil,” explained Larissa Krzyzanowski.
Additionally, United Parks is focused on keeping the experience fresh.
“We launch a new attraction every year. This commitment to innovation keeps visitors coming back. We have a very loyal audience,” she said.
Report and photo: Mary de Aquino