Unlocked Magic Looks Ahead as Keyholder Vacations Enters a New Chapter

Unlocked Magic is excited to share an important update regarding our parent company, Keyholder Vacations. Keyholder Vacations has been acquired by The Resorts Companies, a nationally recognized hospitality organization known for award winning family resort destinations, including premier ski experiences and a renowned indoor and outdoor waterpark in Virginia.

For guests who rely on Unlocked Magic for a simpler, more transparent way to purchase theme park tickets, this milestone represents continued growth, stability, and innovation.

What This Means for Unlocked Magic Guests

The most important thing to know is that your experience is not changing.

Unlocked Magic will continue to offer the same trusted ticket buying experience, the same savings opportunities, and the same customer support our guests expect. Our team, technology, and commitment to clarity and ease remain fully in place.

“Our goal has always been to make the ticket buying experience easier and more transparent for families,” said Nick Cotton, CEO and Partner of Keyholder Vacations. “This next chapter allows us to continue investing in that experience while staying true to the service and simplicity our guests value. The teams behind Unlocked Magic remain the same, with even more opportunities ahead.”

A Partnership Built Over Time

This acquisition represents the natural evolution of a relationship that has grown steadily over several years. The Resorts Companies has maintained an active partnership and board presence with Keyholder Vacations, supporting its vision to elevate travel experiences through innovation, hospitality, and guest focused service.

For Unlocked Magic guests, this means continuity supported by a strong foundation for future growth.

Continued Momentum for Unlocked Magic

Over the past year, Keyholder Vacations has continued to invest in Unlocked Magic by modernizing the ticket buying experience, expanding savings opportunities, and enhancing technology to better serve guests. This momentum also includes the growth of the Keyholder Vacations loyalty program, allowing guests to earn added value and rewards that extend beyond a single purchase.

This acquisition builds on that progress, supporting continued investment in people, technology, and guest focused programs that make planning easier.

Expanding Possibilities for Travelers

The Resorts Companies brings deep expertise in hospitality and family focused destinations beyond theme parks, including ski resorts, outdoor adventures, and a nationally recognized waterpark. Over time, this opens the door to expanded vacation opportunities for Unlocked Magic guests, while maintaining the ease and trust they associate with the brand.

Shared Values at the Core

Both organizations are grounded in strong values. The Resorts Companies emphasizes caring for guests, property, team, and self, which closely aligns with Keyholder Vacations’ core values of Excellence, Integrity, Ingenuity, Synergy, and Kindness.

That shared foundation ensures a future built on trust, service, and thoughtful innovation.

Looking Forward

Unlocked Magic remains committed to helping families access theme park tickets with confidence, savings, and simplicity. This next chapter strengthens the foundation behind our brand and allows us to continue delivering a better, more seamless ticket buying experience for years to come.

About The Resorts Companies
The Resorts Companies, Inc. is a 100% employee-owned (ESOP) hospitality, timeshare, and real estate company and a recognized leader in the vacation ownership and travel industry. Founded in 1981, the company owns and operates Massanutten Resort and Wilderness Presidential Resort in Virginia, serving nearly 100,000 owner families and more than 1 million visitors each year through best-in-class, four-season vacation experiences. 

Built on a culture of service, innovation, and continuous reinvestment, The Resorts Companies delivers standout ski operations alongside nationally recognized waterpark, golf, adventure, lodging, and wellness experiences—continually evolving to exceed owner and guest expectations. Through its BluestonePeak community, the company is also extending the resort experience into long-term residential and mixed-use living for active 55+ residents. Supported by more than 2,000 team members, The Resorts Companies is committed to delivering exceptional experiences with care today while thoughtfully shaping the destinations of tomorrow.