As the summer festival season kicks off, a significant transformation is underway in the UK’s festival landscape. No longer just a realm of muddy fields and basic amenities, events are now catering to a new breed of festivalgoers willing to invest in high-end experiences. From gourmet dining to luxurious hot tubs, this evolution reflects the changing attitudes of younger generations towards spending on memorable experiences.
A Shift Towards Comfort and Indulgence
Traditionally, British festivals have been synonymous with greasy food and unsanitary toilets, epitomising the rugged charm of outdoor events. However, a growing number of festivalgoers are opting for a more refined experience, prompting organisers to elevate their offerings.
This summer, a wave of festivals is introducing upscale amenities such as private restrooms, pampering services, fine dining options, and even wellness activities like sauna sessions and refreshing cold showers. According to Digby Vollrath, CEO of the catering company Togather, “Millennials, and Gen Z in particular, are wanting to spend their money on experiences over possessions. Festivals are the ultimate expression of that; it is what they are saving their money for.”
Togather recently partnered with renowned chef Yotam Ottolenghi to launch a 65-seater marquee restaurant at the Love Supreme jazz festival in East Sussex. The three-course menu, priced at £65 and accompanied by an £80 rosé, received an enthusiastic response, selling out across all sittings over the three-day event.
Gourmet Offerings and Exclusive Experiences
At the Wilderness festival in Oxfordshire, which has earned a reputation as the “Waitrose of festivals,” attendees can indulge in a Fortnum & Mason picnic for £97.50 per person. This includes gourmet items like duck liver parfait and prawn dishes, served in a picturesque setting overlooking the cricket pitch.
The trend doesn’t stop at food; the demand for upscale toilets is on the rise as well. Festivalgoers can pay around £80 for access to “loo lounges” operated by When Nature Calls. These facilities offer porcelain toilets that are cleaned after every use, complete with luxurious hand soap and mirrors equipped with curling wands and hairdryers. This level of comfort allows attendees to maintain their glamour throughout the festival.
Those seeking ultimate relaxation can book a lakeside hot tub for £460 at Wilderness, designed to help soothe the effects of a night of revelry. Additionally, boutique accommodations are available for those willing to spend more than £5,000 for a luxury package that includes personal amenities and exclusive access.
Gen Z Leads the Charge
This newfound focus on comfort and luxury at festivals is largely driven by Gen Z, the demographic born between 1997 and 2012. According to Mintel, nearly 60% of UK Gen Z individuals plan to attend a music festival in the coming year, compared to just 41% of the general adult population. Millennials, born from the early 1980s to the mid-1990s, follow closely behind with 48% expressing similar intentions.
Research from the Resolution Foundation has shown that real weekly pay for those aged 24 from the late 1990s is 12% higher than that of their predecessors, enabling this generation to spend more on experiences. Despite a broader trend of financial caution among households due to the ongoing cost-of-living crisis, the festival industry is benefiting from this segment’s willingness to invest in enjoyable outings.
The Economic Impact of Music Tourism
The UK’s music tourism sector saw a record 24.7 million visitors last year, contributing £11.2 billion to the economy. However, while major festivals like Glastonbury and Reading attracted significant crowds, much of the growth was driven by high-profile concerts from global artists such as Coldplay and Beyoncé.
Despite the promising outlook for dedicated festival audiences, which is expected to increase from 6.5 million in 2023 to over 8 million by 2027, smaller independent festivals face significant challenges. Rising costs for staging and artists have led to the cancellation of numerous events, with 43 UK festivals either postponed or shut down in 2025 alone.
Balancing Luxury with Authenticity
Even festivals with a history of embracing a down-to-earth ethos are adapting to the trend of luxury offerings. Shambala, a festival founded 26 years ago on the principle of accessibility, is introducing “sustainable luxury” camping this summer. For an additional £45, attendees can access eco-friendly amenities, including luxury compost toilets and pampering services powered by renewable energy.
Christopher Johnson, co-founder of Shambala, explained, “More people are looking for a bit of extra comfort. It has been an interesting journey for us as to how to present luxury. We wanted to show that these experiences don’t always have to be expensive and exclusive.”
Why it Matters
The shift towards luxury at British festivals reflects broader changes in consumer spending habits, particularly among younger generations. As experiences take precedence over material possessions, the festival industry is adapting to meet these evolving expectations. This trend not only enhances attendee satisfaction but also presents a vital opportunity for festivals to boost their revenues amid an increasingly competitive landscape. As the line between music and lifestyle blurs, the festival experience is set to become more inclusive, diverse, and indulgent, catering to a wider range of preferences and budgets.
