A youthful demographic stepping into the limelight
Picture this: axe-throwing blended with cocktails or clay pigeon shooting in the heart of London. It may sound like an unexpected fusion, but until you witness it firsthand, you can't truly appreciate the infectious fun it creates. In May 2023, Competitive Socialising venues drew in a fascinating demographic, with 66% of visitors under the age of 35. This tech-savvy cohort, well-known for their love of digital experiences. According to Kam Media's Competitive Socialising 2023 Report, the popularity of these venues has skyrocketed, with a remarkable 39% increase in visitor numbers compared to the previous year. These venues have become a magnet for a loyal following, primarily consisting of 18 to 25-year-olds.
Harnessing the power of ‘Digital Savvy'
When it comes to social networks, the extensive reach of Generation Z and Millennials is unmatched by older generations. It's like having a thriving online ecosystem at your fingertips. This presents a unique opportunity for operators to tap into user-generated content, which can serve as a potent advertising tool. According to Kam Media's Competitive Socialising 2023 Report, the top ways in which customers discover competitive socialising venues are word of mouth at 62% followed by social media at 42%. By showcasing authentic experiences shared by guests, you can dispel misconceptions, tantalise potential visitors, and create a buzz around the one-of-a-kind experiences offered in Competitive Socialising venues.
The rise of guest Wi-Fi: a look at the last 6 months
Now, let's delve into the recent statistics that highlight the true impact of guest Wi-Fi. Over the past six months, guest Wi-Fi has proven its effectiveness in engaging guests and propelling marketing efforts to new heights. The 67.28% opt-in rate demonstrates guests' willingness to share their information, providing operators with a treasure trove of valuable data. Additionally, the new user rate of 66.8% indicates a steady influx of new guests eager to connect to your venue's Wi-Fi network.
By utilising guest Wi-Fi data to curate personalised experiences and tailor communications, operators can create a compelling reason for guests to choose their venue time and time again.
Extended dwell time and digital engagement in competitive socialising
In the realm of competitive socialising, venues offer a remarkable advantage with a longer average dwell time of 90 minutes compared to the rest of hospitality at 78 minutes. This extended engagement creates opportunities for operators to leverage guest Wi-Fi and smartphones, capturing valuable data and insights. By tailoring personalised experiences, delivering targeted promotions, and cultivating customer loyalty, operators can foster deeper connections with guests, create memorable experiences, and increase revenue potential. The possibilities for digital engagement are vast, making competitive socialising a prime platform to engage the digital-savvy generation and unlock the full potential of this thriving industry.
Download our latest Competitive Socialising report
Unlock deeper insights with our report. Download our Competitive Socialising June report for valuable insight. Discover the power of extended dwell time and digital engagement, and gain an edge in this dynamic industry.