The UK’s leading hospitality industry leader, Keith Prowse, has released an insightful research paper titled ‘BEYOND THE GAME.’ This report explores how lifestyle trends and generational dynamics are reshaping premium experiences at UK sports and entertainment events.
The research analyzed data from corporate and private clients to gain insights into their motivations for attending premium experiences. The findings indicate a significant shift towards valuing experiences over material goods. This shift is influenced by generational differences and social dynamics.
Time has become an increasingly valuable asset, leading to a growing demand for premium experiences. These experiences offer individuals opportunities to connect, create lasting memories, and enrich their lives. Moreover, the emergence of new formats and fans is diversifying the event landscape, creating exciting opportunities for businesses.
Sam Coates, Head of Marketing at Keith Prowse, commented on the findings, emphasizing that purchasing data reveals evolving trends influenced by generational attitudes. Society is placing increasing importance on personal fulfillment and experiences, providing valuable insights for corporate businesses navigating a diverse workforce across generations.
In response to these evolving consumer values, Keith Prowse plans to introduce new concepts that cater to this changing landscape. These innovative ideas aim to address the growing demand for meaningful experiences and create memorable moments for attendees at sports, entertainment, and lifestyle events.
