The new research from Baker Richards and ALVA (Association of Leading Visitor Attractions) marks a significant milestone. It tells us what families want, what they won’t tolerate, and how the family day out is evolving. But more than that, it reveals a fundamental shift in the way families spend their time, their money, and their attention.

This is not about recovery anymore. It is about relevance. And for cultural attractions, zoos, and everyone in between, that should be a rallying cry.

The headline insight 

Families haven’t stopped going out. They’ve stopped wasting time. The idea of a spontaneous, throwaway day out is fading. The modern family day out is a strategic endeavour (in a way). Why? It is emotionally driven. It is carefully chosen. And when the choice is made, it is deliberate and committed. That £100 ticket isn’t just an afternoon. It is a memory, a promise, and a risk.

The data shows that families will still pay, and pay well, but only if they believe the experience will deliver. The question is no longer “How much does it cost?” The question is “Is it worth it the risk?”

Over 60% of families expect to spend more than £100 on a day out. That is more than most families’ entire monthly leisure budget (according to ONS data). A day out is not an everyday purchase. They are rare, significant, and value-led.

When a family chooses your attraction, they are not making a casual decision. They are placing a bet. They are betting on joy. On connection. On their children having a good time. That is what you are being measured against.

Only 41% of families say traditional family tickets suit their setup. Families today are complex. Single parents. Blended households. Multi-generational groups. Pricing models built for a 2+2 family are missing almost 60 percent of your audience.

A ticketing strategy based on a 1990s definition of family is not just out of date. It is exclusionary.

41% of families include a child with SEN. That is not a small market. That is not an a few cases. It is nearly half your potential audience. These families are more likely to return. They are more likely to become advocates. But only if they feel seen, supported, and welcomed. Accessibility is not an optional extra. It is a design principle.

If you’re only starting to think about it now, you are already behind.

Families start thinking about days out weeks in advance. Nearly half begin researching two or more weeks before they visit. But 44% don’t book until the last 48 hours. A trend we’re seeing in real time across our clients. This is not indecision. It is risk management. It is weather-watching. It is childcare juggling. And it means your marketing has to do two things at once. Inspire early. Convert late.

Families do not calculate value by the hour. They calculate it in joy. Children’s enjoyment is the number one driver of satisfaction. Creating memories comes next. Time spent is much further down the list. So if your offer is “six galleries and three hours of things to look at,” you may need to rethink what you are really selling.

Families often cite zoos, theme parks, and the beach as their top choices. But in reality, bar these places, they visit most are the park, the library. The everyday spaces that are nearby, low-cost, and flexible. You are not competing against other attractions. You are competing against the simplicity of a walk and an ice cream.

Wildlife Explorers are animal-focused and less price-conscious. Value Planners make decisions based almost entirely on cost. Discovery Seekers are looking for full-day, learning-rich experiences and are willing to pay more for them. One message will not reach all three. You cannot afford to communicate generically. You need to know who you are speaking to and why they should listen.

Demand holds relatively steady until you hit £30. Then it drops. The optimal balance of volume and income is around £25. If you’re charging more than that, you need to justify every penny with experience, emotional impact, and clarity. Premium pricing is possible. But only when it feels like a premium experience.

They are not scanning for your tech spec or your latest exhibition first. They want to know the price. The parking. The toilets. The café. The photos. The reviews. If your homepage leads with a mission statement but buries your opening times, you're creating friction, not curiosity.

Clean toilets. Places to sit. Water fountains. Shade. Calm spaces. That is what makes families feel comfortable. And yet, these are often the last things attractions prioritise. If you want families to stay longer, spend more, and come back, start with what they need, not what you think they want.

This is your moment. You are already in the top three choices for families. You are seen as a treat, a celebration, a shared moment. That is a powerful position to hold. But don’t get complacent.

Families love zoos. But they will still walk away if the website is confusing. If the prices are unclear. If the day doesn’t deliver. Focus on story, not just species. What a child remembers is not the Latin name of the animal. It is the splash from the sea lion. The keeper who smiled at them. The surprise trail they found at the end. Give families flexible ways to visit. Memberships. Off-peak pricing. Loyalty schemes. Because if they come once and it’s great, they’ll want to come back. Make it easy.

And most importantly, centre accessibility in everything. That means training staff. Creating sensory spaces. Making signage simple. Families with SEN needs are already choosing you. Now choose them back.

Let’s not sugarcoat it. The report shows cultural venues are not at the top of the list for the family market. Museums, galleries, and historic houses often fall behind in both desire and frequency. But the potential is enormous. When families do attend, they report deep engagement, high satisfaction, and educational value. The issue is not the content. It is the connection.

Make your spaces feel like places children can explore, not just observe. Design experiences that work at multiple levels, where children can lead and adults still feel stimulated. Don’t lead with your collection. Lead with the feeling of being there. The sense of wonder. The spark of curiosity. The unexpected moment that families will talk about all the way home.

And above all, speak clearly. Don’t hide behind ambiguity. Families want to know if the exhibition is right for a six-year-old. If the café has highchairs. If they can bring a buggy. The more friction you remove, the more families you will attract.

From this research, five imperatives are clear, and they align with our ethos at Navigate.