We are pleased to share our new research into adults aged 35 to 54 who do not have dependent children, commissioned by the Association of Leading Visitor Attractions (ALVA).
One of the fastest-growing household types in the UK, the adults aged 35-54 without dependent children demographic is a substantial, high-value market for attractions. However, this market can be overlooked, with visitor attractions having a clearer steer of family or older visitors’ requirements and preferences. The aim of this work was to understand the group’s potential together with the barriers that keep them away and what turns interest into a visit.
Drawing on a Census-balanced survey of UK adults this report explores who this audience is, what they want from a day out, how they choose, and what they will pay.
Research report: download the research report for more information and detail
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Key takeaways
- Adults without children are a huge potential market: There are around 7.6 million adults aged 35-54 in the UK without dependent children at home; with roughly £5 billion a year discretionary spend on leisure overall.
- Needs and motivations matter more than demographics: Detailed analysis unveiled segments driven by different behaviours and motivations, rather than by demographic differences – addressing these needs-based groups, and tailoring your offer appropriately will work best for this market.
- Cost is the biggest barrier to attendance, over interest: cost of visit is the most decisive factor for this market, and perceived value for money is crucial to converting.
- A significant proportion have felt unwelcome: 20% of the audience have felt actively unwelcome at a visitor attraction at some point, with higher likelihoods for neurodivergent and global majority visitors. Interventions they imply sit at organisational level: staff training, recruitment and representation.
A large, high-value market is growing, and needs a reason to visit
There are around 7.6 million adults aged 35 to 54 in the UK without dependent children at home. They spend roughly £5 billion a year on discretionary leisure overall, of which an estimated £400 to £500 million currently goes to visitor attractions. Around 3.69 million are current attenders (the 49% in this study who visit attractions). Including prospective visitors, the addressable population is in the region of 4 to 5 million.
“Attractions have always had the family to bring people back. You come as a child on a school trip, you come back with your own children, and later with your grandchildren, and the life stage tends to do that on its own. This audience doesn’t have that. They’re the fastest-growing household type in the country, a third of them live alone, and many won’t have children to bring them back later on. So, in a way they’re the first big audience the sector has had to give a reason to return, rather than relying on life to do it for them.”
David Reece, Chief Strategy Officer, Baker Richards
Price is a barrier
Price is the most decisive factor in converting these visitors, however there is a clear segment that will pay a premium particularly for sociable, food & drink-led experiences. Competition for time includes free options like staying at home, or enjoying the outdoors: where money is no object, intention to visit cultural attractions almost triples.
“People assume that with no children they have money to spare. For some they do, but for a lot of them it’s the other way round. If you live alone, you’re carrying a whole household on one income, and the figures show people on their own spend less on days out than couples do. This is also a generation whose wages have barely moved since the 2008 crash. That’s why cost decides so much of what they do. As a sector, we have to earn their habit, and price it so they can afford to keep it up. Do that, and you build the kind of loyal, returning audience the sector has always had from families.”
David Reece, Chief Strategy Officer, Baker Richards
Practical Insights for Visitor Attractions
The research findings translate into several practical recommendations for attraction operators:
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Programming
Skills-based workshops had strong appeal for this group, who are looking for connection and relaxation. Providing programmed moments that tie into interests can address this group’s needs and generate additional income.
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Work around families
While the family experience can often be focused on, it’s important to communicate your offer for adults-only if you have one. Using social proof: imagery, events etc can help to message that your attraction is ‘for them’.
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Drivers that deliver frequency
Include dedicated programming for adults, multi-venue membership and seasonal programming.
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Get your food and drink offer right
The least price sensitive segment places great importance on the quality of food and drink. By getting this right, you’ll appeal to the segment for which price is a lower barrier.
Research report: download the research report for more information and detail
E-mail updates & insights: A few e-mails per year with research and news
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Photo by Meizhi Lang on Unsplash