The key consumer trends and insights influencing the leisure sector in 2017 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. w
BEHAVIOURS
IMPACTING
LEISURE

2. LEISURE
2
A highlight of four emerging behaviours that
are impacting the way we spend our free time.

3. LEISURE
3
1. ALT SPORT 2. APP RESIDENCES
3. VR VISITS 4. CHIC MYSTICS

4. LEISURE
4
1. ALT SPORT
The world’s most popular sports have remained largely
unchanged for decades. But while rule changes and new
technologies have refined these pursuits, there will always be
people who don’t care about kicking a ball or running a
marathon. And there are more alternatives than ever.
People want to play games that suit them

5. LEISURE
5
1. ALT SPORT
In practice
From doping to corruption to homophobia, competitive sport is
rife with controversies. Consequently, some people are seeking
new games without the scandalous baggage. With its mixed
gender teams and a family-friendly rulebook, Quidditch has
become a fan favourite.
Quidditch

6. LEISURE
6
For digital nomads, being connected is important whether home
or away; 67% of travellers use their mobile every day. Knowing
there’s a whole generation who rely on apps for everything from
ordering food to getting their laundry, hotels are upping the ante
in the battle against Airbnb.
2. APP RESIDENCES
OF TRAVELLERS USE THEIR
MOBILE EVERY DAY.
Community Care, 2015
67%
People want the same services at home or away

7. LEISURE
7
In practice
Airbnb has shaken up the hotel industry, leaving major chains
scrambling to figure out exactly what Gen Yers want while on
their travels. London-based Cheval Residences is aiming to reach
these consumers by using tech to give them access to their
favourite brands while they stay.
2. SADNESS SOCIETY
Cheval Residences
2. APP RESIDENCES
In practice

8. LEISURE
8
From sleepovers in Van Gogh’s bedroom to walks among Dali’s
elephants, museums are luring back an experience-hungry public
with the help of augmented exhibits and multi-sensory shows, as
cultural institutions embrace technology in a bid to ward off ‘museum
fatigue’.
3. VR VISITS
People are experiencing art in VR

9. LEISURE
9
In practice
If you don’t live in a cultural capital, nor tend to hop on a plane to visit
one on your travels, viewing a Picasso seems rather unrealistic. But
Google’s Cultural Institute aims to change that with its virtual reality
viewer, allowing users to zoom into a van Gogh from anywhere via an
app.
3. VR VISITS
Google’s Cultural Institute

10. LEISURE
10
Reading tea leaves or invoking good vibes with crystals might
seem at odds with an efficiency-obsessed society, but more
people are turning to New Age spiritualism for calm and clarity,
as a wide spectrum of demographics look to clear their diets,
homes, and minds.
4. CHIC MYSTICS
People are seeking thing spiritual

11. LEISURE
11
In practice
As Americans become more adventurous in their quest for
wellness and transcendence, Californian brand Moon Juice is
serving up the ancient and exotic, infusing juices and
supplements with ingredients like ‘lion’s mane’ to feed the
burgeoning alternative health scene.
4. CHIC MYSTICS
Moon Juice
In practice

12. LEISURE
12
WANT MORE?
YOU CAN EXPLORE THE
FULL REPORT FOR FREE HERE
Get in touch to discover more about behavioural insights
www.canvas8.com