Vol. XXVI, No. 2, February 2026
The increased pursuit of unique experiences
In last month's issue, 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 in this issue).
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