by Integrated Insight
Consumers have more ways than ever to discover and evaluate leisure experiences. Integrated Insight’s 2026 Leisure Experiences Consumer Survey highlights how planning behaviors are changing and what marketers can do to influence consumers throughout the journey.
Match Marketing Strategies to Consumer Planning Behavior
Planning behavior differs considerably by experience type. Shorter-duration attractions generate more spontaneous decisions, with one in five visitors deciding to go on the same day. Longer-duration attractions and events typically have longer planning cycles.
Shorter-duration attractions can benefit from an “always-on” approach that keeps the experience visible when consumers are ready to make a last-minute decision. Geotargeted advertising, unbranded paid search, local SEO, weather-triggered campaigns, and timely social content can help capture consumers searching for something to do today or this weekend.
Longer-duration attractions and events should begin communicating earlier and use nurture campaigns to guide consumers from initial inspiration to purchase.
Prepare for AI-Assisted Discovery
Artificial intelligence is rapidly becoming part of the leisure discovery and planning process. Nearly one in five consumers now use an AI assistant as a source of information about leisure activities – an increase of 13 percentage points from the prior year. Additionally, 60% of leisure consumers use AI assistants like ChatGPT, Gemini, Claude, Grok, or Perplexity to help plan leisure activities.
Marketers should consider not only how clearly their online content answers the questions consumers may ask, but also how AI tools read and interpret information. Websites should contain structured, easily understood information about pricing, hours, parking, accessibility, and age suitability. It is also important to ensure consistent information across digital channels, including social media profiles – which are increasingly prominent in traditional search engine results as well.
Read more about the impact of AI on the consumer leisure journey here.
Tailor the Message by Age and Family Type
Planning behaviors and motivations vary by age and household type. Younger consumers are more influenced by social media and AI (79% of those ages 18 to 30 use AI at least occasionally for leisure planning), while older adults rely more on personal recommendations, venue websites, and TV.
Families are especially motivated by shared memories and may respond well to convenient packages, getaway offers, and multi-ticket savings. Non-family households may be more receptive to unique or social experiences, straightforward discounts, and all-inclusive bundles.
Marketers should tailor their channels, creative, and offers accordingly rather than relying on a single approach for every audience. Our 2026 Leisure Experiences Consumer Report includes a breakdown of media channel usage by segment, including younger and older families, and younger and older non-families.
Promote Something New Within the Familiar
Consumers overwhelmingly say they enjoy discovering new things and creating new memories. Yet their actual visitation decisions often favor familiar experiences they already know they will enjoy.
For marketers, this creates an opportunity to offer the best of both worlds: something new within a trusted experience. Seasonal events, new shows, limited-time overlays, exclusive food and beverage offerings, and special programming can give past visitors a reason to return without requiring them to take a chance on an entirely unfamiliar experience.
Marketing materials should prominently feature what is new, different, or available for a limited time. At the same time, campaigns can reassure consumers by connecting those additions to the aspects of the experience they already know and value.
Market the Total Value, Not Just the Ticket Price
Most consumers evaluate more than admission when deciding whether an experience is affordable. Nearly half calculate the total cost for their entire party, including tickets, add-on experiences, food and beverage, parking, and transportation.
Marketing that focuses exclusively on the admission price may therefore overlook a major part of the decision. Operators should communicate the breadth and quality of the experience while considering bundles that make the total outing feel easier to understand and budget for.
Transparency is especially important. 85% of consumers favor all-in pricing that includes required taxes and fees from the beginning. Learn more about what the research says about pricing for location-based entertainment here.
When we tested ads focused on the discount level versus ads focused on the emotive aspects of an attraction, the results revealed that discount messaging did not increase appeal or intent. Showing a price within the ad also did not consistently improve results: non-family consumers found the experience-focused ad more appealing, while families were only slightly more likely to click an ad with a price.
Experience marketers should focus on leveraging a mix of awareness campaigns (emotive-driven, illustrating breadth and scope) with conversion ads (price, discount, etc.) to communicate the value proposition of the experience.
You can read more about the fundamentals of strategic marketing here.
Learn More About the Planning & Purchasing Behavior of Your Target Consumers
Understanding how consumers discover, consider, and purchase leisure experiences can help marketers reach the right audiences with the right message at the right time.
Download our full 2026 Leisure Experiences Consumer Report for more insights into the trends shaping today’s leisure economy.
Read More Insights
Pricing Optimization for Today’s Leisure Consumer
New consumer survey data from Integrated Insight’s 2026 Leisure Experiences Consumer Report informs pricing optimization strategies to drive growth.
Where Is Participation Declining In The Leisure Experience Economy, And Where Do We Go From Here?
How are location-based entertainment consumers feeling about their finances, and how is it impacting their participation in the leisure economy?
The Leisure Consumer Journey Increasingly Starts With AI
Online search remains one of the most commonly used sources of information for leisure planning. Yet, the line between ‘search’ and ‘AI’ is becoming unclear.
Contact Us for a Consulation
Integrated Insight is a leading analytics consulting firm, harnessing the power of data to help businesses of all sizes reach their full potential, backed by a team of industry veterans and experienced consultants with diverse expertise. Industries we serve include location-based entertainment, hospitality, travel/tourism, sports, health and education, government and associations, transportation, and more. For more information about our services or to get in touch with one of our consultants directly, please contact us.
