Millennials Crave More Than Just Music At Festivals, Study Shows
Music-loving millennials are giving mud the thumbs down – and instead want spa treatments, ski lodges and yoga at festivals.
A poll of 2,000 festival-goers revealed the tradition of a festival in field watching band after band is no longer what people want.
According to the results, seven in 10 want activities to get involved with, rather than just music to listen to.
Popular pastimes Brits want to see on offer at festivals include dining out experiences and local tours, suggesting they’re after more of an overall holiday experience.
Cosmin Sarbu, head of Admiral Travel Insurance, whose Ski Festivals Finder tool can help Brits find their perfect festival in the snow, said:
While a lot of people go to a festival to see their favourite bands, many also go for the atmosphere, a new location and other activities to take part in.
It’s important for festival goers – particularly those choosing their first festival – to find the right one for them to fully enjoy the experience.
Tying in with the decline in the desire for classic field festivals, the study also found one in 10 are bucking the trend for summer festivals and would prefer a winter event now.
It also emerged attendees would like to learn skills when not watching bands, such as playing an instrument, cooking and even skiing.
Six in 10 said the perfect festival includes a mix of activities in the day and parties in the night.
The most important factor when choosing from the endless choice of open air music events is the line-up, closely followed by cost and location.
Expectations have changed, as other top factors when deciding on a particular festival were revealed to be the uniqueness of the experience and the key theme. And far from the traditional tent, a hotel was named the ideal place to sleep, closely followed by a log cabin.
In fact, three quarters would prefer a festival with a comfortable bed to go back to at night, with the average festival goer considering 12.47am as the perfect time for their head to hit their pillow.
But it also emerged rain, litter and insects are among the aspects Brits don’t want to see. Brits polled via OnePoll said the perfect festival will last four days and have no temporary toilets in sight.
While music festivals are clearly the most popular, with three quarters having been to one, other festival favourites include literature, skiing and food.
The majority of Brits appear to be home birds, with 38 per cent choosing the UK for their perfect festival, followed by America and Spain.
Festivals are no longer just for music – there’s huge diversity in festival types, from skiing and comedy events to food and literature festivals.
All this choice makes it even more important to make sure you’re heading to the right festival for you – location, atmosphere, cost and activities on offer are all part of the experience.
That’s why we’ve created the Ski Festival Finder, to allow people to filter for their preferences and find the best winter festival to suit them. It takes the hard work out of the research.
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