In the leisure industry a new trend is emerging: retail is becoming a destination in itself. Shops and shopping centres are increasingly combining retail with entertainment and experiences, a concept often referred to as “retailtainment.” Instead of just buying products, visitors make a day of it and combine shopping with dining and fun.
For example, garden centres in the Netherlands such as Intratuin have transformed into destination stores with Christmas shows, mini‑zoos, playgrounds, cafés and restaurants alongside their plant and garden product ranges. IKEA pioneered this model years ago by combining a showroom and warehouse with a restaurant, children’s play area and Swedish food shop, encouraging visitors to stay for hours.
Major shopping malls are also becoming leisure destinations. The Mall of the Netherlands offers attractions like VR experiences, mini golf and high‑tech entertainment as well as a large food court. Westfield London boasts a cinema and an indoor theme park. These additions turn a simple shopping trip into a full‑day outing that competes with traditional leisure attractions.
As shopping venues evolve into leisure destinations, they create new competition for theme parks, museums and day attractions. For travel and leisure operators it is important to recognise retailtainment as a competing day out and to respond with distinctive experiences of their own.
