Anna Dabrowska
Head of International Sales
Footfall data from 28 shopping centres across Europe reveals a surprising winner in the battle for customer dwell time, and it is not the food court.
The data does not lie
Across 28 shopping-centre projects, attractions with a dedicated children's play zone produced materially longer average dwell times than those without. That extra time translated into higher spend across food, fashion, and impulse categories.
Why parents spend more
When children are occupied and safe, parents browse more freely and stay longer. That changes the commercial value of the entire venue, not only the attraction itself.
The ROI case
A well-run indoor play installation can create direct ticket revenue, party revenue, and meaningful secondary lift for neighbouring tenants. For many operators, the investment case is strongest when the full ecosystem is considered.
What this means for operators
A play zone is no longer a decorative amenity. In the right format, it becomes a serious retention and revenue strategy for retail, hospitality, and mixed-use destinations.
By
Anna Dabrowska
Head of International Sales
