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.

Consumers attitudes towards tech during their visits to hospitality venues are changing. Whilst the majority still believe that technology plays a part in delivering the best possible experience, 48% now believe human interactions are the most critical factor in their hospitality experiences, a rise of 19% since our last survey in 2023.

Whilst technology has cemented itself as an integral part of the customer journey—removing points of friction and enhancing convenience—human interaction is once again becoming a focus for many. But who are the consumers that are embracing technology over human interaction? How have payment preferences changed? How is this impacting tipping? And what perceived improvements could venues make to improve guest experiences?