Evolve and expand experiences to entice consumers, report highlights

A report released by Barclays today has revealed the latest trends in customer behaviour in the hospitality and leisure sector.

The report, Evolving the Experience, highlighted how operators need to cultivate distinctive experiences which will differentiate them from competitors while also delivering value for money.

Activities such as old-school arcade games, reinvented table tennis and axe-throwing, known as ‘competitive socialising’, are growing in popularity, with 35% of consumers stating they are keen to try such activities for the first time.

Promotions and discounts might also entice consumers to a venue, with 38% of consumers saying such deals would encourage a visit.

As for a younger audience, trends in customer behaviour show that the average amount young people are spending on leisure continues to rise, where under-25s are spending 28% more in pubs and bars, and a quarter more are eating out than in 2022.

While trends in consumer behaviour are changing, the report also highlight trends in operator behaviour.

The report found that 78% of businesses have confidence for the future and 33% were very confident. Almost half of the operators surveyed are carrying out upgrades to their premises to enhance customer experiences.

Recruitment issues, which heavily impacted the industry, also appear to be easing, where 70% say they are either fully staffed or able to cover gaps, with only 7% in severe difficulty.

While there is hope, the industry is still facing some major challenges. Operators have seen costs increase by 40% over the past year, with only around half of those costs being passed on through price rises to consumers. Nearly a quarter report energy costs as their biggest challenge, while 23% point to continuing supply chain problems.

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