Keith Prowse, a leader in the UK hospitality industry, has released an enlightening research paper titled “BEYOND THE GAME.” The study explores how lifestyle trends and generational dynamics are redefining premium experiences at UK sports and entertainment events.

The research analyzed feedback from both corporate and private clients to gauge their motivations for choosing premium experiences at various events. The results reveal a growing preference for experiences over material possessions, a trend driven by generational shifts and evolving social dynamics.

Key Findings from “BEYOND THE GAME”

Time as a Valuable Commodity:

• A notable 78% of participants favor the gift of time, such as experiences, over physical presents.
• The decision to select an experience often centers on the opportunity for quality time together, underscoring the value of solid commitments and planned activities over virtual interactions.

Demand for Premium Experiences:

• Premium hospitality offerings are sought after for their exclusive access, superior sightlines, and high-quality food and drink.
• Generation X and Baby Boomers (ages 45+) often purchase these experiences for business entertainment purposes.
• Younger generations, including Gen Z and Millennials, choose premium experiences to ensure access to sold-out events and closer encounters with headline acts, seeking memorable experiences and social recognition.
• The preference for high-quality, sustainable food and drink options, coupled with the avoidance of queues, enhances the appeal of premium offerings.

Emerging Trends and Audiences:

• Innovative formats in sports, immersive activations, and music and lifestyle events are drawing in a new generation of enthusiasts.
• Contrary to common stereotypes, older generations are increasingly engaging in music festivals and similar events.
• The popularity of women’s sports is on the rise, particularly among the 18-24 age demographic, with a marked interest in e-sports like Formula-E and gaming.

Shifting Consumer Priorities
Sam Coates, Head of Marketing at Keith Prowse, noted that the purchasing data points to a shift in consumer values influenced by generational perspectives. Society is placing a higher importance on personal fulfillment and experiences rather than tangible goods. These insights are crucial for corporations that must cater to a diverse, multi-generational workforce. In response to these changing preferences, Keith Prowse is set to introduce innovative concepts to better meet the needs of today’s consumers.

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