NBCUniversal plans to add hotel rooms and new attractions to attract more guests to its theme parks. The firm aims to make its parks "a family destination in and of itself, and not an add-on destination for somebody that spends three or four days somewhere else," said President and CEO Steve Burke. "We've done a study that says we could have 10,000 or 15,000 hotel rooms and still have occupancy that makes those rooms profitable."

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