The COVID-19 pandemic left an indelible mark on global consumer habits—reshaping not only how people engage with leisure, but also what they expect from their experiences. As the world continues to adjust to a new normal, leisure businesses must evolve too, placing greater focus on flexibility, safety, digital convenience, and emotional connection.
Today’s guests are more mindful, selective, and value-driven than ever before. To remain competitive, venues must understand these behavioural shifts and adapt their offerings, operations, and marketing strategies accordingly.
In this blog, we’ll explore how customer expectations have changed since the pandemic and offer practical ways leisure venues can thrive in a post-pandemic world.
How the Pandemic Changed Consumer Behaviour in Leisure
Heightened Expectations Around Cleanliness and Safety
Even with restrictions eased, hygiene remains a top priority. Guests want reassurance that venues are taking safety seriously. Cleanliness is now a non-negotiable part of the customer experience.
What This Means for You:
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Maintain visible cleaning practices and communicate hygiene protocols clearly.
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Offer hand sanitiser stations and optional contactless check-in or payment.
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Include health and safety information in booking confirmations and onsite signage.
Demand for Contactless and Digital Convenience
The rise of mobile apps, online booking, digital menus, and contactless payment was accelerated by the pandemic. Guests now expect this tech-driven convenience to be the norm.
Adapt by:
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Enabling online reservations, pre-booking options, and e-ticketing.
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Introducing mobile ordering and digital loyalty schemes.
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Streamlining check-in or entry with QR codes and apps.
Bonus Tip: Ensure your website is mobile-friendly and easy to navigate—this is now a minimum standard.
A Desire for Personal Space and Smaller Crowds
Consumers have grown used to distancing and many are still cautious about overcrowding. As a result, smaller, more curated experiences are often preferred over mass participation.
Venue Adaptations:
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Introduce timed entry slots to control crowd flow.
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Offer private bookings or off-peak access for families or small groups.
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Create VIP or “quiet hour” experiences for guests seeking comfort and calm.
Value-Driven Decision Making
With rising living costs and a newfound focus on wellbeing, many consumers are re-evaluating how they spend their money. They’re more likely to spend on experiences that are meaningful, enriching, or offer excellent value.
Strategies to Implement:
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Offer flexible pricing models (e.g. bundles, multi-visit passes, family packages).
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Clearly communicate value—highlight what’s included in every offer.
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Provide exceptional service that leaves guests feeling it was money well spent.
Wellbeing and Mindfulness as Priorities
Health and wellbeing are now central to how consumers choose to spend their free time. This applies across all age groups—from families to retirees.
Ways to Adapt:
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Incorporate wellness themes into your experiences (e.g. yoga sessions, nature walks, quiet zones).
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Create mindful spaces for relaxation within your venue.
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Offer healthy food and drink options to support a holistic leisure experience.
Sustainability Matters More Than Ever
Post-pandemic consumers are increasingly conscious of sustainability and ethical business practices. They prefer to support venues that align with their values.
Sustainable Practices to Consider:
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Reduce plastic use and adopt compostable or reusable alternatives.
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Partner with local suppliers for food, drink, and merchandise.
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Publicise your sustainability initiatives—guests want to know what you’re doing.
More Focus on Local and Community-Based Leisure
During the pandemic, people explored their own communities more than ever before. This shift has remained, with many consumers still favouring local experiences over long-distance travel.
Make the Most of This by:
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Offering resident discounts or loyalty perks for local visitors.
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Collaborating with neighbouring businesses for cross-promotions.
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Hosting community events or seasonal pop-ups that bring people together.
Rethinking Marketing in a Post-Pandemic Landscape
Your messaging needs to reflect the new consumer mindset—focusing less on hard-selling and more on reassurance, experience, and value.
Post-Pandemic Marketing Priorities:
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Authenticity: Be honest, transparent, and human in your tone.
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Empathy: Acknowledge what people have been through and how you’re supporting them now.
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Flexibility: Promote easy rebooking, refund policies, and risk-free planning.
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Visuals: Use photos that show clean, open spaces and relaxed, happy guests.
Digital Strategy Must-Haves:
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Update your Google Business Profile, opening hours, and FAQs.
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Use Facebook and Instagram Ads to reach targeted local audiences with timely offers.
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Build an email list with personalised offers and updates on your new services.
Real-World Examples of Successful Adaptation
The Quiet Zone Hour – Indoor Play Centre
One children’s play centre introduced a weekly “quiet hour” designed for children with sensory sensitivities. It proved popular not only with neurodivergent families but also with parents seeking a calmer visit. The feedback was overwhelmingly positive, and bookings increased for these slots.
Digital Detox Evenings – Boutique Hotel
A boutique hotel in the Lake District introduced “digital detox” packages, encouraging guests to switch off phones and enjoy slow-living amenities like journaling, forest bathing, and spa treatments. This positioned the hotel as a haven for post-pandemic wellbeing.
Local First Campaign – Adventure Park
By collaborating with nearby cafés and shops, an adventure park created a “Local First” package with combined entry and discounts on food and drink. This boosted both the park’s attendance and the town centre’s footfall.
The Future of Leisure: Flexible, Human-Centred, and Purposeful
The leisure industry has entered a new era—one where businesses that adapt to consumer behaviour will thrive. It’s no longer just about fun; it’s about comfort, relevance, and creating experiences that truly resonate.
Guests want more than a day out—they want to feel understood, looked after, and part of something meaningful. Whether it’s through enhanced hygiene, personalised service, wellness options, or local engagement, the key to post-pandemic success is meeting these new expectations head-on.
Final Thoughts
The pandemic may be over, but its effects are long-lasting. The way people experience leisure has shifted—and venues that listen, evolve, and innovate will not only recover, but grow stronger.
By embracing technology, prioritising wellbeing, and strengthening local ties, leisure businesses can rebuild not just with numbers, but with deeper loyalty and trust. That’s the foundation of resilience in the modern leisure landscape.
