My gut says that Universal is doing the same kind of market research Disney is doing with the Star Wars Hotel.
If Star Wars Hotel is a hit, there’s no way Universal won’t try a IP-hotel. If it isn’t, Universal might hold back.
There’s also the question of capital. Who pays for building new hotels? Universal? Loewe’s? Combination? The more generic the hotel, the cheaper it is to build. Universal has a lot more money and can work with longer timespans than Loewe’s can.