UK Leisure Time Review Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Leisure Time market including the behaviours, preferences and habits of the consumer.
Leisure events and venues that relied on mass gatherings were among the sectors hit hardest by the COVID-19 pandemic. With early lockdowns forcing many places to shut down, and with heavy restrictions for the rest of the year, many venues saw a huge drop in market value. Nightclubs fell to -92%, music festivals by -90%, spectator sports by =80% and performing arts by -79%.
With January 2021 lockdowns forcing many venues to shut yet again, the leisure industry will continue to struggle. However, after a year of little to no leisure activities, there is a lot of pent-up demand for out-of-home activities and days out that will help to fuel market recovery. Continued restrictions and wariness of crowds will still hinder growth, so brands will have to market themselves as safe and hygienic places to go.
64% of people who took part in out-of-home leisure activities since the start of lockdown have reported missing the socialising aspect. While outdoor leisure activities such as concerts, festivals, gyms, restaurants, and theatres will be in high demand, the demand for digital experiences may remain in the long term.
Read on to discover more details or take a look at all of our UK Leisure Time market research.
Leisure Venue Sectors: Eating and drinking venues (restaurants, coffee shops, sandwich shops, roadside catering, hotel catering, pubs/bars, nightclubs), health and fitness venues (gyms, fitness clubs, swimming pools, leisure centres), public entertainment venues (music concerts, festivals, performing arts, spectator sports), gambling venues, visitor attractions, cinemas, tenpin bowling, competitive socialising concepts (escape rooms, crazy golf).
Brands: Paulton’s Park, Bannatyne Health Clubs, Les Mills, The Gym Group, Apple, Peloton, RHS Chelsea Flower Show, Dice.fm, Four Seasons Hotel London, Bentley, Ham Yard.
Written by Lauren Ryan, a leading analyst in the Leisure and Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
2020 has been a very difficult year for the UK leisure market. The uncertain economic climate will continue to pose a threat to discretionary spending once restrictions are lifted following yet another lockdown in early 2021, while fear of catching the virus will continue to feed feelings of discomfort in visiting out-of-home venues. While the introduction of a vaccine provides room for optimism, brands must seize the opportunity to do things differently. The future of leisure will be a hybrid of online and offline experiences that seamlessly bridge the gap between in-person attendance and consumption at home, for example with at-home kit projects alongside a live expert tutorial, or a digital fitness class with in-person community meetups.
Lauren Ryan
Leisure and Travel Analyst
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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.