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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

The increased pursuit of unique experiences

In last month's issue (www.whitehutchinson.com/ news/ lenews/ 2026/ january/ article102.shtml#article) , we discussed a shift in what it takes to create repeat appeal for location-based entertainment venues (LBEs). One ingredient is novelty seeking or having unique experiences.

Since then, research from the Sports & Leisure Research Group has come out showing the growing importance of unique experiences. In just the last year, the importance of including a number of unique experiences in people's lives has grown from 39% of adults to 53%.

Sports & Leisure's findings are consistent with recent research by PGAV, which found that "visitors are increasingly drawn to new experiences, prioritizing exploration and discovery over revisiting familiar destinations...'Been there, done that' shows a growing aversion to repetition."

In 2024, the Gensler Research Institute conducted consumer research on "What makes an experience worth it?" They found there are two types of people: goods-focused and experience-focused. 30% were experience-focused, 16% were goods-focused, and 54% were a balanced mix of both.

So, 84% of people spend almost all or some of their discretionary money on experiences.

Within the U.S. attraction/LBE market, it is reasonable to consider that the majority of attendance comes from "unique experience seekers," people who:

• Prefer to spend their discretionary money on experiences
• Actively look for unique, distinctive, or immersive options
• Are motivated by trying something new rather than repeating the same old thing

Many of these characteristics are just as true for people who are a balanced mix of both.

Consumers' significant and growing pursuit of new and unique experiences is a further nail in the coffin for fixed-attraction family entertainment centers (FECs) and other types of location-based entertainment centers (LBEs), as well as for their declining repeat appeal. The new development paradigm needs to incorporate programming - changing limited- and one-time events to maintain an LBE's repeat appeal (also see article (www.whitehutchinson.com/ news/ lenews/ 2026/ february/ article104.shtml#article) in this issue).

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