Leisure value motivates professional mobility

When deciding to change jobs, the recreational value of the future place of residence carries the most weight. Neither the opportunity for career advancement (46% of respondents) nor the prospect of a higher income (67% of respondents) are the strongest motivators for employees. According to a representative survey conducted by the BAT Leisure Research Institute, the recreational value and tourist appeal of a location (72% of respondents) now rank highest on the mobility scale. This was the result of responses from 958 employed individuals who, as part of a representative survey of 2,000 people aged 14 and over, were asked which factors were particularly important in their decision to relocate for professional reasons.

Salary value – housing value – leisure value: Decision factors for changing jobs

Today, a city or region must offer numerous attractions to retain or attract employees. Besides the wage and housing value of a location, its "leisure value" has become the biggest draw. Leisure value includes recreational areas and local parks, city parks and green spaces, cycling and hiking trails, leisure pools and pedestrian zones, shopping centers and arcades, restaurants, cafes, and pubs.

In contrast, traditional location factors such as culture and education play a surprisingly minor role in the personal decision-making process of most employees. Only slightly less than a third (31 %) of employees consider it important to have all types of schools, as well as adult education centers and universities, available at their new place of residence and work. The importance of a diverse range of cultural offerings is rated even lower. Opera, theater, and concerts carry particular weight for only one in four employees (24 %) when deciding on a job-related relocation.

Clear differences can be observed between the individual occupational groups. Workers are most likely to be persuaded to change jobs by more money (72 %) and least likely by a diverse range of cultural offerings (9 %).

Senior managers and higher-ranking civil servants, on the other hand, pay particular attention to ensuring that all educational institutions are available at their new place of residence (43 %). However, all professional groups agree on one point: if the recreational value of a region is not satisfactory, there is also little inclination to relocate for professional reasons.

People like to work where they want to live.

A city or region that still considers improving leisure opportunities a secondary priority is certainly investing in areas that don't meet actual needs. Improved leisure opportunities enhance the future prospects of businesses, boost the location's image, and ultimately support the tourism industry.

Leisure time is gaining increasing importance as a growth factor for the economy and as a location factor for entrepreneurs and employees. According to Professor Opaschowski, the scientific director of the BAT Institute, entrepreneurs and local politicians need to rethink their approach: "The leisure value of a region is currently undervalued and needs to be brought more to the public's attention.".

Businesses that promote a city's recreational value have a competitive advantage. And local politicians who view recreational development as economic development increase a location's appeal to new businesses. Those who enhance the recreational appeal of a city or region are pursuing a successful business relocation policy and helping to attract new companies and employees.

The leisure and tourism industry is considered the largest growth sector within the future service society. According to BAT leisure researchers, future service centers, which attract highly qualified workers, will resemble leisure landscapes: While some people enjoy the available leisure activities and others pursue their work with pleasure, conference tourists travel to the same locations to hold their meetings, seminars, and conferences.

Forward-thinking companies should recognize that, as their employees' leisure-oriented lifestyles grow, so too does the leisure image of their location. Employees are increasingly drawn to the more pleasant aspects of life. Ideally, they want to work and live where others vacation.

Wording of the question

„"The personal decision to relocate for a job offer is influenced by a number of factors today. If you were faced with the decision of having to change your place of residence for professional reasons, which factors would carry particular weight in your decision?" (Closed question, multiple answers possible)