“Women are significantly more likely than men to go out as part of a family group with their children, grandchildren, their own or partner’s parents and other wider-family members. While this is partially a consequence of the fact that they are more likely to be involved in a primary childcare role, the fact that this bias is also evident in terms of doing activities with other family members suggests that leisure operators are well placed to tap into the desire among women – the primary family leisure decision-makers – for leisure activities that can help maintain or improve relationships with other family members.”
Michael Oliver, Senior Leisure and Media Analyst
This report looks at the following areas:
Grandparents to play a more significant role in family leisure?
Could men help refocus family leisure on the product rather than the price?