by Jessica Dreiling, Managing Partner
Our team recently published the 2026 Leisure Experiences Consumer Survey Report, a 60+ page report of insights derived from 2,350 leisure consumers, to help answer these questions for the industry.
When we first conducted this study in May 2025, consumers intended to spend less and engage in less out-of-home entertainment, particularly non-family households (no kids) and households earning between $35-$75K per year.
This was validated in the 2026 study, conducted a year later, in which consumers in these segments did, in fact, reduce participation in paid out-of-home entertainment over the last 12 months. Roughly a quarter of households in the $35-$75K income bracket and 1 in 10 younger non-families (age 18-45) did not participate in any paid leisure activities. Among those who did participate, the number of activities declined as well.
This trend calls into question whether location-based entertainment can retain lower-income households, and whether the income threshold for the leisure entertainment market is rising. It also emphasizes the importance of industry operators engaging with non-family consumers to ensure the industry's long-term health. Young, non-family households account for about 20% of individuals in the addressable target market. Many are also future parents, so keeping them engaged today will pay dividends in the future.
Where Are Non-Families Spending Their Leisure Time?
Mostly at home, in front of a screen – binge-watching TV shows, gaming, or on social media. When they do go out for a paid leisure activity, they are most interested in festivals, concerts, and cultural attractions. The charts below provide a high-level summary of these segments.
Younger non-families spend more time on social media and gaming than older non-families. They are also significantly less likely to use Facebook than any other family or non-family segment.
Older non-families spend over half of their average weekly leisure time watching TV or streaming, significantly higher than the other segments. They also use social media the least.
How Can Location-Based Entertainment Venues Tap Into the Non-Family Audience?
- Stratify your pricing and product strategy to provide budget-friendly options. Though the non-family segment includes prime working-age couples with disposable income and no children, it also includes single-person households, young adults, and retirees. Stratifying products to include compelling options for price-sensitive consumers is crucial to reaching a large portion of non-family leisure consumers.
- Create a value proposition that aligns with their emotional and product-driven motivators. For example, since music events and festivals are a strong draw for this segment, these can be incorporated into an experience. Hosting a well-executed summer-long concert series or a pop-up food or music festival can be a bridge.
- Create a reason to come with unique experiences. Non-family consumers are seeking new and exciting experiences, such as limited-time exhibits, pop-ups, and special collaborations with familiar brands, artists, and entertainment partners. These activations can be a low-cost way to engage them, and scarcity can drive excitement. Potential activations could include glow-in-the-dark nights, movie screenings, drone shows, and adults-only events.
- Provide options for shorter experiences. Non-family consumers prefer shorter activities (2-3-hour experiences) over a full day of action. For experiences that are customarily longer, offering an abridged option, like an after-hours event or an evening ticket, is another way to draw in non-family consumers.
- Supply sufficient social proof. While new experiences are sought, non-families are not necessarily first movers. They lean toward letting others try something first and using their reviews to determine whether they should also take the plunge. Leveraging influencer marketing and user-generated content helps validate the experience.
The Opportunity Is There
The good news is that those who remain engaged in the leisure economy this year intend to do more and spend more on out-of-home entertainment. Are you primed to capture their limited share of time and wallet?
If you are interested in researching your specific target audience, understanding what concepts appeal to them, and determining the potential ROI for new activations for your attraction, we’re ready to help.
Download the full consumer report here: https://integratedinsight.com/2026-leisure-experiences-consumer-survey/
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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.
