While malls remained a top choice, there is a rising popularity for high streets and standalone experience centres. Nearly 35% of Gen Z respondents preferred high streets for retail experiences, and 31% of all respondents favoured standalone experience centres.
According to CBRE survey, nearly 90% respondents stated they were open to spending up to INR 4,000 per month on experiences. Notably, the INR 1,000 to INR 2,000 price range emerged as the most popular spending bracket among them. Furthermore, younger respondents exhibited a particular inclination towards affordable options, underscoring the necessity for entertainment providers to adopt flexible pricing models that accommodate various age cohorts' diverse preferences and budgetary constraints.
Respondents across varying age categories prefer active entertainment options such as bowling, play zones, escape rooms, and rock climbing, while a relatively smaller portion favours passive experiences such as immersive art, art fairs, museums, and theatre.
‘Amusement / Theme Parks’ and ‘Bowling Alleys’ rank as the most popular experiences that respondents have participated in at least once. This is likely due to their widespread appeal and established presence, unlike newer activities such as trampoline parks, escape rooms, or AR / VR experiences, which have only recently gained popularity in India. Children’s play zones have also witnessed a surge, including arcade gaming.
On average, over 65% of respondents preferred to focus solely on entertainment experiences or combine them with F&B, as per the survey. In addition, amongst respondents who visit entertainment centers, approximately, 29% indicated that they engage in any entertainment experience on average once every three to four months. When asked about experiences enjoyed at least once every three to four months, respondents most frequently cited stand-up comedy, game arcades, bowling alleys, kids' play zones, and amusement parks as their top five choices.
