Report | Customer trends in activity-led venues

About

Competitive socialising has become an increasingly established part of the hospitality landscape, with consumers visiting more often, across a broader range of occasions, and expecting more from the overall experience than simply a great game.

Based on an online survey of 752 UK adults aged 18+ who have visited a competitive socialising venue, this research explores the evolving competitive socialising customer and highlights…

• How competitive socialising is moving into mainstream pubs and bars
• Why competitive socialising matters and how visit frequency is changing
• Who the competitive socialising customer is and the occasions driving visits
• What influences venue choice and the booking journey
• The games and activities customers want to play
• What drives repeat visits and keeps the experience feeling fresh
• The role of food and drink in increasing spend and dwell time

The research, in partnership with Heineken, highlights where the biggest commercial opportunities lie for operators, from getting the game mix and booking journey right, to winning more of the food and drink occasion and giving customers more reasons to stay, spend and return.

Release date

September 2026

Format

PDF Report. 32 pages