Discover the latest consumer trends in hospitality

• Research

GO Technology: People vs Tech in 2026

Exclusive research from Zonal and NIQ, powered by CGA intelligence, explores how guests feel about face-to-face interaction, the role of technology, payment methods, and tipping in hospitality in 2026.

• Research

GO Technology: The social value of hospitality

Exclusive research from Zonal and CGA by NIQ, in partnership with UKHospitality, reveals the important role hospitality plays in local communities, and the public's call for greater support from the Government.

• Research

GO Technology: More Than a Meal

Exclusive research from Zonal and CGA by NIQ into consumer demand for elevated experiences when visiting pubs, bars and restaurants.

• Research

GO Technology: Why 6:12pm is the new 8pm

Exclusive research from Zonal and CGA by NIQ into why consumers are choosing to go out earlier, and how businesses can meet guests' expectations.

• Research

GO Technology: Hotels and consumers – Guest expectations and how to meet them

This report, produced in partnership with CGA by NIQ, surveyed over 3,000 British consumers to provide a deep dive into what it is guests are looking for when booking a stay in a hotel.

• Research

Pub Accommodation Review 2025

Exclusive research into consumer and operator sentiment towards the UK pub accommodation sector, produced in partnership with CGA by NIQ, Stay In a Pub, and VisitEngland.

• Research

GO Technology: What guests want from hotels in 2023

Discover what people are looking for from hotel stays in 2023, and what can be done to enhance guest satisfaction and increase revenues. 

• Research

GO Technology: Consumers and hospitality: 2024 in review

Discover the key industry issues identified in our consumer research series this year in this in-depth 2024 review.

• Research

Influence, loyalty and technology: Key guest trends from 2023

Discover the key issues influencing hospitality consumer behaviour in 2023, from what influences guests’ decision-making, to what makes guests more or less loyal.

• Research

GO Technology: The truth behind no-shows

What are consumers’ booking habits amidst the cost-of-living crisis? How does hospitality compare to other sectors? Find out in this exclusive survey of 5,000 hospitality consumers.

• Research

Research: GO Technology: Socials, searches and the future of bookings

Our latest GO Technology research report reveals opportunities for hospitality venues to drive revenue by leveraging social media and search engines to increase reservations.

• Research

Research: Scale and causes of no-shows after lockdown

Our latest GO Technology report reveals the damaging and costly impact caused by customers not turning up for their bookings.

• Research

GO Technology: People vs Tech: What guests want in 2023

Exclusive research identifying consumers' latest attitudes to using technology in hospitality, and how venues can strike the right balance between tech and personal interaction.

• Research

Research: Technology’s role in the customer journey

The latest GO Technology report reveals that having accepted the need for technology during the pandemic, two fifths of consumers say tech improves their hospitality experiences.

• Research

GO Technology: Cashing out?

The fast-paced evolution of innovative new payment methods is quickly replacing cash in hospitality - what does this mean for restaurants, pubs and bars?

• Research

Research: From Plan To Plate

This insight report follows the customer journey - from initial decision and venue choice through to ordering, paying and finally leaving a review.

• Research

GO Technology: Fixing people’s hospitality bugbears

Discover why consumers choose to go out to pubs, bars and restaurants over staying in; why hospitality matters to them; and what keeps them coming back for more.

• Webinars & podcasts

Webinar: GO Technology Consumer Research: Make it personal

In our latest webinar Zonal, alongside CGA and Airship, discuss what customers expect in terms of personalisation, obstacles hospitality operators may encounter, and our ten top tips for successful personalisation.

• Research

GO Technology: The value of hospitality – Exploring consumer insights and perceptions

Discover why consumers choose to go out to pubs, bars and restaurants over staying in; why hospitality matters to them; and what keeps them coming back for more.

• Research

Research: Face-to-Face Time: The teenage take on hospitality and technology

Find out what tech-savvy teens want from hospitality – their views on social media, pubs, restaurants and face-to-face vs online socialising.

• Research

GO Technology: The New Loyalty Landscape – How the cost-of-living crisis impacts hospitality

Discover how guest loyalty has changed as a result of the cost-of-living crisis, what builds loyalty amongst consumers, and the role of loyalty schemes in maintaining loyalty.

• Research

Research: Face-to-Face Time: The teenage take on hospitality and technology

Find out what tech-savvy teens want from hospitality – their views on social media, pubs, restaurants and face-to-face vs online socialising.