Spotted at IAAPA Expo Europe 2024: 5 trends in the leisure sector

1. Immersive entertainment 

One trend you couldn’t miss at IAAPA Expo 2024 is the rise of immersive entertainment. This modern form of entertainment uses technologies like virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) to fully immerse visitors in a captivating experience. Where VR and AR used to be deployed separately, we now see digital and physical elements seamlessly integrated into attractions, shows and themed worlds. As the line between reality and virtual worlds blurs, experiences become more intense and interactive, taking visitor engagement to the next level.

2. Multisensory experience

Closely related to immersive entertainment are multisensory entertainment and experiences. Recent research shows that Gen Z’ers and millennials are increasingly looking for experiences and inspiration, both on the high street and in their free time. That makes multisensory experiences a valuable strategy for brands in their (re)branding. Visitors and customers don’t just want to look; they want to taste, hear, smell and feel the story being told. Whether it’s an attraction, show, restaurant, accommodation or store, strong storytelling needs every detail to be spot on and create a realistic, immersive atmosphere.

In a crowded leisure market, a unique experience like that helps you stand out, add value and strengthen brand loyalty. Embracing multisensory experiences keeps your brand authentic, but also makes it distinctive and relevant. That’s how you build a strong bond with your audience, stay outspoken and grow brand love.

3. Competitive Socialising 

Another emerging trend is competitive socializing. You may never have heard of it, but you’ve almost certainly experienced it. It’s also called “play for (young) adults.” People have a strong need to get together in person, and the leisure industry is cleverly tapping into that. Classic bar and fairground games get a modern upgrade, making an interactive dance floor, a round of mini golf or a game of ping-pong far more appealing. Pair that with a distinctive food and drink offering and success is guaranteed. The eatertainment concept Burney’s Mechelen is a leading example.

4. Personalization & co-creation 

Creating strong, lasting memories is a highly impactful way of marketing. Personalized experiences and co-creation are the secret ingredients. Personalization means tailoring products, services or experiences to the individual preferences of the customer or visitor, resulting in a more unique and relevant experience. Co-creation goes a step further by actively involving customers or visitors in the development process, letting them contribute to the design or look of a product, service or experience.

It starts with the very first communication to your target audience. Think of an invitation, a confirmation email or submitting potential names for a new attraction. Co-creation can also run through the entire experience, for example with an interactive LED screen, a magic wand or a photo wall. That deeper connection between guest and brand makes the experience, and the brand itself, more authentic, more relevant and more unforgettable.

5. Employer branding

A fifth hot topic at the expo, and one getting a lot of attention, is employer branding. Great guest and customer experiences start with a happy, motivated team. It’s the employees who keep operations running smoothly and put smiles on visitors’ faces every day. That’s why it’s essential for companies to invest in strong employer branding with a long-term vision at its core. For managers, that means: being there for your people, communicating clearly and transparently, and above all investing in your employees as people. That’s how a strategy becomes reality, and that’s exactly what we at Hannibal know all about.