Image: Consumers are reducing their expenditure

A new study published by KPMG has predicted a tough summer for UK leisure firms, with increasing numbers of consumers becoming "professional bargain and discount hunters".

The advisory firm's report found that events such as the London 2012 Olympics will only lead to a temporary boost for operators, with consumers continuing to reduce expenditure.

KPMG's own analysis and Eating Out: The Decision Making Process, a December 2011 report from Mintel, revealed that 40 per cent of people now choose restaurants based on available offers.

The estimated value of the leisure market within the UK last year was around £66bn, which is a fall of £4bn compared with 2007. A further dip is expected by analysts for 2012.

Justin Zatouroff, European head of leisure at KPMG, said that prospects for the industry were "not exactly rosy" as businesses compete for discretionary spend.

He said: "KPMG's analysis points to an overall situation of operators continuing to struggle with maintaining margins in a continually tough market.

"On the positive side, there appear to be few shocks in store for operators and lenders provided the former continue to manage competitively and the latter closely scrutinise the operating performance of businesses they lend to."

Details: www.kpmg.co.uk

Image: Bikeworldtravel/shutterstock.com