Family Leisure - UK - January 2016
“Women are significantly more likely than men to go out as part of a family group with their children, grandchildren, their own or partner’s parents and other wider-family members. While this is partially a consequence of the fact that they are more likely to be involved in a primary childcare role, the fact that this bias is also evident in terms of doing activities with other family members suggests that leisure operators are well placed to tap into the desire among women – the primary family leisure decision-makers – for leisure activities that can help maintain or improve relationships with other family members.”
- Michael Oliver, Senior Leisure and Media Analyst
This report looks at the following areas:
- Grandparents to play a more significant role in family leisure?
- Could men help refocus family leisure on the product rather than the price?
Almost six in ten adults have done leisure activities as part of a family group in the past year. The family leisure market is characterised by a strong female influence in terms of choosing where to go and making reservations and pre-bookings and women are also the keenest in terms of seeking out deals and offers.
However, social trends are also beginning to impact on the market: recent years have seen growth in the involvement of grandparents in family life and this is also reflected in their participation in family leisure activities. Similarly, older non-dependent children are staying longer in the family home.
Both of these trends are presenting new opportunities for leisure operators, forcing them to reassess the way they promote themselves to families, so that they target marketing not only at parents but also grandparents and boomerang kids.
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