Despite current economic uncertainties, the UK outlook remains strong and tourism into the UK is likely to surpass 2019 levels by 2025. Focus on our core pillars, especially in only dealing with official, over the course of last year stood us in good stead:
It was well reported post-pandemic that a high percentage of the population had a growing desire to enjoy activities and/or experiences, at the detriment of purchasing physical goods, and I think it’s fair to say that consumers seeking to expand quality leisure time with family and friends is here to stay. Although innovation is in our DNA; our experiences are annually reviewed and refreshed, as a business we’ve accelerated change, adapting and adopting in line with our audiences changing needs.
The generational gap is growing too, with a marked difference between Gen X and millennials. While they warrant premium experiences and networks, the way we interact and spend our time differs. There is an expectation among younger demographics for flexible attendance to events, while long-standing guests need timely access to establish quality face-to-face time. Audiences are more worldly, especially in relation to food and drink – sustainability has an important role to play, hence our menus can demonstrate provenance, and there’s greater emphasis on seasonal and local.
A prime example of change was the introduction of The Treehouse at The Championships, Wimbledon last year – a premium informal day out with no fixed seating, interactive food displays and roaming small plates curated by 2* Michelin chef, Tom Sellers, live DJ and a concierge service. Feedback from our customers was overwhelmingly positive (see our favourite Trustpilot reviews on the bottom of this page).
An Ashes year at home is always exciting and 2023 will see a capacity crowd welcome a one-day women’s international fixture at Edgbaston Stadium, (1 July), which will be preceded by the men’s Test (16-20 June) – tickets are already sold out. Skyline, a fun, interactive and modern cricketing experience, boasting a live DJ, premium buffet and of course, those all important premium match day seats, is new at Edgbaston in 2023.
Another first at Twickenham Stadium will see England’s Red Roses take on France in a standalone women’s TikTok Six Nations fixture. The intention is to sell out the stadium at the 2025 World Cup, which England will host, and a big crowd is expected on Saturday 29 April.
We have a number of new opportunities in the pipeline, so watch this space!
I’m as motivated today as I was when I first joined the business over 25 years ago. Every day brings about new opportunities and my management team and I embrace change. I hope to see a greater percentage of our readership join us at an experience or two in the year ahead!
Andy Vinsen
Managing Director
