Festivals are becoming the new family holiday, according to Ticketmaster report

73% of parents say they prefer music festivals to traditional family trips, according to a new Ticketmaster report.

Ticketmaster surveyed 2,000 UK adults who have attended a festival within the past 5 years.

New findings from the report showcase that there has been a cultural shift in festival trends. 65% believe festivals create stronger family memories than traditional trips, while, more than two in five parents see them as a replacement for their summer holiday.

The report finds that more parents are viewing a festival as a better way to introduce their child to new culture and have a bonding experience, as opposed to the family holiday.

Over half of the parents surveyed sited their children enjoying live music for the first time as a highlight.

Another trend that emerged was a desire for festivals to be more green and eco-friendly. Many said that suitability impacts their ticket choices, they want less waste and low carbon travel options.

Overall, the PlayReport notes that festivals are becoming a family affair, as 29% said they attend with older family members, 38% said they attend with younger relatives.

"Festivals are the new family holiday, the new weekend escape, and the place people go to connect," said Sarah Slater, SVP Music & Festivals at Ticketmaster UK.

"Fans want more than just the music – they’re after comfort, culture, and moments that mean something. Our State of Play report shows just how much festivals are evolving – and why they matter to every generation.”