UK Family Leisure market report
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Providing the most comprehensive and up-to-date information and analysis of the Family Leisure market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
What you need to know
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 nondependent 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. Covered in this report
Family leisure is defined for the purpose of this report as any leisure activities done by adults outside the home by members of the same family or who are related to that family by marriage. The primary focus is on the immediate family unit, usually consisting of a parent or parents and a child or children. However, reference is also made to leisure activities done with wider family, particularly grandparents but also other relatives such as siblings, nephews and nieces etc.
Expert analysis from a specialist in the field
Written by Michael Oliver, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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
Senior Leisure and Media Analyst
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