The Fight for Footfall - A Marketing Week whitepaper

How hospitality and leisure brands can persuade us to go out more.

March 2025 will mark the five year anniversary of the first UK Covid lockdowns. Whilst much of the world has since returned to normal, one area of life remains completely transformed: the way we spend our leisure time. In what The Economist describes as a ‘$600bn-a-year shift in behaviour’, global disposable income has been redirected away from IRL service sectors like hospitality, retail, travel and recreation, and towards consumer goods and home entertainment. It seems our society has become more insular and more isolated, prioritising comfort and convenience over real-world experiences.  

We can see the impact of this shift in many different parts of the economy. Footfall to high streets and shopping centres continues on a downward trajectory. The rate of pub closures has increased, with more than 500 closing their doors for good in 2023. Visitors to tourist attractions are still way below their pre-pandemic levels, as is cinema attendance. And research into the night time economy found that the number of bars and nightclubs is in freefall across much of the UK.  

What might be causing this mass change in behaviour?

Analysts have pointed towards the cost-of-living crisis, a trend towards healthy living, environmental concerns, an explosion in high-quality home entertainment, and the move away from office-based working. Whatever the reason, businesses that struggle to keep up with changing cultural tastes are at risk of being left behind.  

So, with a wealth of experience in the leisure sector and clients facing similar challenges, we wanted to explore the phenomena – and dig a little deeper into how consumers are spending their leisure time.

true’s ‘Fight for Footfall’  combines brand new survey data with commentary from industry experts to explore how hospitality, leisure, and entertainment brands can adapt to meet our changing habits and priorities.

We cover:

• Original insights into our priorities and attitudes towards leisure time

•   Inspiration from brands who have managed to buck the trend

•  Personas representing target audience segments

•  Tips for creating effective digital marketing and customer experiences

Download the whitepaper here.

If you’d like to find out more about the insights shared, drop us a line at info@truedigital.co.uk, we'd love to chat further!