People in the UK have one eye looking ahead to the summer and are getting hyped to return to festivals, with ticket sales seeing a large uptick. As the roadmap for exiting lockdown has been set out, people are eager to start spending again on events and hedonism.

After a year of restrictions, people are eager to have an adventure to look forward to – even if it means booking a trip they may have to later cancel. Given the strong hunger for travel, an opportunity exists for brands to help make people’s laissez-faire attitudes work logistically.

COVID-19 has hit the travel and hospitality sector harder than most others, with event venues forced to postpone bookings, airlines grounding fleets, and restaurants banning sit-in service. As people re-explore their leisure options post-lockdown, what will they expect from brands in this space?

Gone are the days when going to a festival meant trudging through mud, pitching a tent, and living off Super Noodles and warm beer. Now, festivals offer high-end luxury experiences, from five-star accommodation to onsite spas and champagne bars. Is this why HNWIs are so obsessed with festivals?