As the traditional 9-5 working day becomes less and less common, the times at which people want to go to the pub, grab a meal or work out at the gym are changing.

A new report from Barclays shows that although more than a quarter of hospitality and leisure businesses recognise this growing demand, opening hours are not keeping up with changes to modern working lives.

Since our leisure time has shifted, a quarter of workers would now like to go to a museum in the evening (between 6pm-11pm), 13 per cent of film fans would choose to go to the cinema in the small hours (11pm-5am), and almost 19 per cent of late-night diners would choose to get a takeaway after closing time (11pm-5am).

By responding to these changing demands, the British hospitality sector could benefit from a further £6.75bn a year, which equates to £292m for Wales, in increased revenue according to research from Barclays.

The new Barclays Corporate Banking Hospitality and Leisure report, Open All Hours? finds that 37 per cent of UK workers now work traditional 9-5 hours, with 23 per cent of Welsh workers saying they need different opening hours. The report also finds that a similar number (25 per cent) expect 24-hour hospitality services.

By responding to this demand, restaurants (£2.2bn per annum), takeaways (£2.1bn), and pubs, bars and clubs (£1.2bn) could benefit the most.

On average, Gen-Z workers (18-24 year olds) is the age group most frustrated that it cannot access hospitality services when it wants.

A third (33 per cent) of this ‘on demand’ generation say that they expect 24-hour services, compared to a quarter (25 per cent) of millennials (25-34 year olds) and just 19 per cent of 35-44 year olds.

More than a third (34 per cent) of 18-24 year olds explained the reason behind their demand for 'out of hours' services as due to long working hours, compared to 30 per cent of millennials (25-34 year olds) and 20 per cent of 45-54 year olds.

While consumer demand isn’t always being met, satisfaction with the availability of hospitality services varies across the sector.

As Britain becomes more health conscious, gyms and sports clubs have been quick to adapt, with almost one in five (18 per cent) hospitality and leisure business leaders surveyed already changing their opening hours.

Pure Gym is one example of an agile business which has recognised shifting demands and adapted its business model to accommodate this changing dynamic.

Pure Gym uses PIN-controlled access systems, smart lighting, temperature controls and extensive video monitoring to overcome the staffing issues which deter some businesses from after-hours opening. This has enabled 20 per cent of Pure Gym’s customers to work out during the night.

Takeaway services, on the other hand, have left 36 per cent of Welsh workers hungry for more, having been unable to order a takeaway as the business was closed.

While digital food delivery services such as Deliveroo, JustEat and Uber Eats, have provided customers and restaurants with an easy to use platform for home delivery, 36 per cent have been unable to get a takeaway.

This desire to order a takeaway at unusual hours is even higher among young workers (18-24 year olds), with (37%) keen for delivery between 11pm and 5am. This opens up the opportunity for takeaway services across the country to extend their hours, with customers willing to boost the sector by up to £2.2bn.

Karen Thomas, head of corporate banking for Barclays, in South Wales, said: “Adapting to the changing consumer demand presents a substantial opportunity for businesses. Our research has shown that leisure operators across the country could access a staggering £6.75bn per annum by accommodating their customers’ evolving needs which have been brought on by changing working patterns. While that may be a challenge for some providers, understanding the value of the opportunity makes the prize more tangible.

“The current leisure environment does present a number of challenges for the sector’s businesses; the labour supply is challenged by Brexit, rent increases and food inflation are all set within the context of an incredibly competitive market which is already heavily discounting. However, those that don’t adapt to this type of newly developing consumer demand risk being left behind and in this ever-competitive environment, businesses need to weigh up the value of the long-term opportunity over the cost of the short-term investment.”