This report looks at the following areas:
- Changes in participation in leisure activities, such as pub visiting, going to the gym and attending music festivals and concerts
- Factors affecting leisure activity choices and how operators can respond to changing consumer needs, including their desire for better quality food and drink options
- Leisure activity booking preferences, including the role of online bookings and scope for further integration of AI
High-quality food and beverages are a top priority for leisure consumers. Brands offering opportunities to upgrade to premium options are likely to thrive.
Jennie Bryans, Senior Travel & Leisure Analyst
Market Definitions
This quarterly Report explores the changing consumer attitudes and behaviours towards out-of-home leisure activities in the hospitality industry, including dining at pubs and other foodservice establishments, as well as taking part in other leisure activities such as going to the cinema, gym, and attending live sporting and music events.
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Key takeaways
- Opportunities for the leisure market
- Gen Z prioritising regular gym visits over pub outings
- Opportunity for brands to showcase benefits of physical activities for young families
- Nearly half of consumers keen to explore new leisure venues
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Recent leisure activity participation
- Takeaways continue to be the most popular leisure activity
- Graph 1: recent leisure activity participation, 2024
- Food/drink leisure activities experiencing a slight decline
- Graph 2: percentage change in food/drink leisure activities from October 2023 to October 2024
- Music concerts and festivals continue to appeal, despite disputes surrounding dynamic pricing
- Graph 3: percentage change in participation in non-food/drink leisure activities from October 2023 to October 2024
- Gen Z prioritising regular gym visits over pub outings
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Factors influencing choice of leisure activity
- Quality of food and drink has increased in importance for leisure customers
- Social time important for Gen Zs, Gen Xs and Baby Boomers, whilst physical wellbeing remains important for Younger Millennials
- Graph 4: factors influencing choice of leisure activity, by generation, 2024
- Opportunity for brands to showcase benefits of physical activities for young families
- Pub visiting remains a social activity
- Nearly a quarter of 25-34s say enhancing knowledge or skills is a key factor when choosing a leisure activity
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Leisure behaviours and preferences
- Quality of food and drink comes out on top
- Graph 5: leisure behaviours and preferences, 2022-24
- Opportunities to promote upgrades for those willing to spend more
- Graph 6: 'It is important to me that the leisure venues I visit offer high quality food/drink', by household income, 2024
- Preference for online bookings among younger consumers
- Nearly half of consumers keen to explore new leisure venues
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appendix
- Market definition
- Consumer research methodology
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