The UK’s attractions and leisure industry is currently facing fresh financial pressures, as increases to the national minimum wage begin to affect day-to-day operations. While these changes are designed to improve the standard of living for workers, they also add considerable weight to payroll budgets—particularly in a sector heavily reliant on seasonal, part-time, and hourly staff.
Rather than viewing wage increases as a setback, forward-thinking operators can see this as a chance to reassess and strengthen business practices.
Understanding the Challenge
For many leisure venues—theme parks, play centres, museums, activity parks and similar—the staffing model is flexible but intensive. As wage levels rise, these businesses must either absorb the additional costs, adjust elsewhere, or grow revenue to compensate.
To maintain long-term financial health without compromising guest experience, operators must get strategic about how they approach resourcing, operations, and pricing.
5 Practical Ways to Manage Wage Increases
🕒 Optimise Staffing Patterns
Take a fresh look at your staffing rotas and identify peak trading periods versus quieter times. Tighten up coverage during slow periods and make the most of high-traffic times. Cross-training staff so they can handle multiple roles also adds flexibility and helps cover shifts more efficiently.
💻 Introduce or Upgrade Technology
Use technology to reduce reliance on manual processes. Self-check-in systems, digital waiver forms, mobile bookings and contactless payments can streamline guest flow and reduce staffing needs—particularly at reception or service desks.
💡 Create New Revenue Streams
Supplement your core offer with bolt-on experiences like VIP packages, party bookings, seasonal events, or branded merchandise. These revenue-boosting opportunities can offset rising labour costs without requiring additional staff.
💷 Revisit Your Pricing Strategy
If you haven’t reviewed your pricing in a while, now’s the time. Consider tiered pricing, peak/off-peak rates, or bundling products for better value perception. Be transparent with customers—people are often understanding when price increases are positioned around quality and experience.
🤝 Prioritise Employee Retention
Recruitment and training are costly. Investing in your team through better training, internal development opportunities, and small recognition initiatives can reduce turnover and improve morale. A happy, loyal team not only saves money but creates better experiences for your guests.
Final Thoughts
Yes, rising wages pose a challenge—but they also invite operators to become sharper, leaner, and more innovative. The most successful venues will be those that look beyond the short-term impact and invest in long-term operational strength.
By planning ahead, optimising costs, and focusing on delivering great value to both guests and staff, your business can continue to thrive—no matter what the economy throws your way.
