Has summer peaked in the UK hospitality sector?

The crowded gardens, the joyous celebrations, and the communal spirit have all painted a picture of peak summer activity. However, this perspective might be premature. In fact, the hospitality sector is poised for continued growth and vibrant activity well beyond the Euros, driven by a few key factors.

First and foremost, let’s consider the quintessential British summer experience: enjoying a pint in a sun-drenched garden. The allure of these open-air spaces is undeniable, and with the typically unpredictable British weather showing a rare streak of sunshine, people are eager to make the most of it. The simple pleasure of basking in the warmth with friends, good food, and refreshing drinks is a timeless tradition that goes beyond any single event, even one as grand as the Euros.

Live entertainment is another crucial element breathing life into the hospitality scene this summer. The relationship between venues and live entertainment creates an irresistible pull, offering customers not just a place to drink, but an experience to enjoy. With 78% of customers saying they would be more likely to go to a venue if it offered live entertainment, it’s an easy win. Furthermore, some venues have reported a 300% increase in ROI from incorporating live entertainment into their offerings. This resurgence acts as a powerful magnet, ensuring that venues remain bustling hubs of activity.

Moreover, the emotional high from the Euros isn’t set to dissipate overnight. The communal joy and national pride that football fans have experienced will likely linger, translating into a sustained desire to gather and celebrate. Venues have always been the heart of social activity in the UK, and this year, they have an added advantage: the euphoric afterglow of a major sporting event. This lingering excitement is bound to keep the crowds coming, seeking to prolong the festive atmosphere that has characterised the past few weeks.

So, are you tapping into more live entertainment to keep the summer buzz alive? Are you giving customers a reason to leave their homes and visit over the coming summer months? If so, raise a glass and toast to a summer that’s far from over – the best is yet to come.