Young adults are saving for festivals: what does that mean for your venue?

New research from Rabobank shows that no less than 42% of young adults actively save money for the festival season. That’s no longer a side note, it’s a clear priority in how they spend. Festivals aren’t spontaneous splurges anymore, they’re planned lifestyle moments. And that directly affects where, when, and how people spend their money.

As a hospitality entrepreneur, you can’t ignore that. In fact, it creates opportunities.

festivals are no longer standalone moments

Where festivals used to be about a day of music and drinks, they’ve evolved into full experiences. Young adults plan their summers around them. They buy tickets well in advance, coordinate outfits, make plans with friends, and set aside budget.

That also means something else: money spent on festivals isn’t spent elsewhere.

A single festival weekend can easily cost hundreds of euros. Tickets, food, drinks, transport, sometimes accommodation. If someone saves for that over months, chances are they’ll go out less in the weeks leading up to it.

That may sound like bad news, but it’s not that simple.

the shift is in timing and experience

What you’re really seeing is a shift in timing. In the run-up to festival season, consumers become more conscious of their spending. But once the season starts, they’re ready to spend.

Young adults want to make the most of it. And they don’t just do that on the festival grounds.

Think about:

• pre-drinks in the city
• afterparties
• next-day brunches
• weekend trips around festivals

This is exactly where your opportunity lies. If you tap into those moments, you capture part of that festival budget.

hospitality as an extension of the festival

Hospitality and festivals are moving closer together. The common denominator is experience.

Guests don’t just expect good food and drinks anymore. They want atmosphere, energy, and something worth sharing. You see that reflected in:

• shared dining concepts
• standout cocktails
• temporary menus
• collaborations with DJs or artists

Your venue doesn’t need to become a festival, but adding a touch of that energy goes a long way. Especially from May through September.

young adults are more selective, not more frugal

What stands out in the Rabobank research is that young adults don’t necessarily want to spend less. They just make sharper choices.

They’d rather spend more on something that truly delivers than small amounts on forgettable experiences.

For you, that means one thing: average doesn’t cut it anymore.

A standard night out without a clear hook is easier to skip. But a unique experience, a limited event, or a special collaboration? That’s where they’ll spend.

play into peak moments

If you know your audience is saving for festivals, you can respond strategically. Not by lowering prices, but by becoming more relevant.

Some practical directions:

• organise pre-festival events
• align themes with major festivals
• offer group packages
• create shareable, Instagram-worthy moments

The goal isn’t to compete with festivals, but to become part of the overall plan.

from trend to strategy

This kind of insight is more than just an interesting statistic. It shows how behaviour is changing. And that behaviour ultimately drives your revenue.

That’s why it’s important to integrate these trends into your strategy. Not just for summer, but year-round.

What does your audience prioritise in the lead-up to peak periods? What are they saving for? And how can you connect with that?

we’ll dive deeper during horecava 2027

At the Art & Leisure Symposium during Horecava 2027, we’ll explore these developments in more detail. Not just festivals, but the broader leisure economy and the growing role of hospitality within it.

Because the lines between hospitality, entertainment, and culture are blurring fast. Guests no longer think in categories. They’re looking for complete experiences.

And that’s exactly where the future of the industry lies.

what can you do with this tomorrow?

You don’t have to wait until 2027 to act on this. The sooner you respond to this behaviour, the bigger your advantage.

Take a critical look at your offer:

• do you have clear peak moments?
• are you giving guests a reason to come now?
• does your experience match what they value?

If the answer isn’t a clear yes, you’re leaving opportunities on the table.

The fact that 42% of young adults save for festivals says it all. This audience is intentional, experience-driven, and willing to spend, as long as it’s worth it.

For you as a hospitality entrepreneur, it doesn’t mean competing with festivals. It means becoming part of them.

Those who understand that won’t just benefit during festival season, but from a long-term shift in consumer behaviour.