They need to create a value priced resort first off in order to compete with the more moderately prices hotels on Disney property, and Secondly, they need to create a transportation system to get them from the hotel to the UO parks, and between, USF, IOA, WnW, SW and Aquatice they have 3 parks and 2 water parks owned under the same umbrella that could very well compete with the 4 Disney parks and 2 water parks for a vacation.
Not to mention City Walk > Downtown Disney for night time activities. WHAT UO (not IOA only) NEEDS IS A NEW MARKETING DEPARTMENT, and They need to create something viral to get peoples attention