Page 42 - May2021

SPECIAL FEATURE: OPEn-AIR ExPERIEnCES

Leading The Way

While the pandemic has affected the whole economy

in ways unimaginable just over 12 months ago, the
hospitality and tourism sector has been among the
worst hit. It has faced some of the toughest lockdown

restrictions, which have been highly destructive - and

sadly in some cases fatal - for businesses which thrive on
social interaction, explains Richard Hurd-Wood, CEO of
Virgin Experience Days.

or example, the retail industry is an important part of the demand for digital-first experiences performed well. The transition
economy, comprising almost 5.1 per cent of UK GDP. towards online and home delivery was already in motion before
But in 2020, total retail sales volumes fell by 1.9 per cent the pandemic; a mix of virtual experiences were already available
Fcompared with 2019, the largest annual fall on record. pre-lockdown such as online escape rooms and learning new skills
Additionally, the travel and tourism industries contributed 6.7 per from home including photography and cooking. However, the shift
cent of all gross value added in the UK in 2018, but took a hit in focus during lockdown undoubtedly led to a diversification in the
as monthly air passenger arrivals to the UK fell from 6,804,900 in digital offering in the market.
February 2020 to 112,300 in April 2020, a fall of 98.3 per cent. The virtual and home delivery options proved popular across
But out of the gloom, there is some hope. The reopening of the many product categories and helped some businesses to survive and
hospitality sector on the 12th April was the start of a lockdown even thrive in difficult circumstances. However, with the hospitality
roadmap that is intended to return us to normality by the end of sector now reopening, consumers are showing great eagerness to
June. But challenges remain in the interim and will persist even after support local businesses and enjoy experiencing familiar brands in a
all restrictions are relaxed. Businesses must prepare themselves for different way – a more normal way.
an indefinite period of measures intended to protect the public and
adapt to what politicians have coined the ‘new normal’. navigating The Present
Since the easing of lockdown restrictions, there has been a huge
Learning From The Past appetite among the public to rediscover traditional experiences.
As the UK was put into lockdown, providers showed fantastic With only outdoor experiences currently possible, searches for
dynamism, creativity and resilience to pivot in challenging Kew Gardens rose by 128 per cent annually since the lockdown
circumstances. Those that kept the essence of what made the real- roadmap was announced; searches for zoos increased by up to
world experience special - whether via the product or execution - 46 per cent year-on-year and sales of hot air balloon experiences
performed particularly well. For example, there was soaring interest are up 77 per cent against the same period prior to the
in cocktail masterclasses from home, make-your-own candle and lockdown roadmap.
chocolate kits, as well as plenty of whisky and wine tutored tastings But, with ongoing health and safety measures necessary, such
people could share with family and friends. as hand sanitisers, facemasks indoors and social distancing, the
Those who were successfully able to capitalise on the rise in experience may still feel some far from normal for consumers and

RETAIL & LEISURE INTERNATIONAL APRIL 2021