Depends on how tight the labor market becomes. If unemployment stays low and quality workers are jumping to whoever pays more / offers better benefits, then companies will need to keep offering more bonuses and such.
But aside from that, the big reason they are doing this is for the PR. They want to be seen as doing 'right thing' in using this profit on their employees and investments. What is important is they make us
believe they are spending their extra profits on 'the right thing' rather than sending the majority of the extra profit to shareholders, hence the press releases. (Business rule: what is true typically doesn't matter as much as what the population believes to be true.)
And these press releases hit three target areas:
Current and potential employees: They want to be seen as a good company to work for
Consumers: They want to be seen as a good company to buy from
Politicians: They want to make them (and voters) believe the tax cuts and deregulation "worked," to encourage them to keep these cuts/deregulations and potentially expand them further
But back on subject, that is a good to see press release and hopefully it means a lot of growth for UO and potentially Orlando as a whole.