Hospitality's hidden influencers: Discover the real decision-makers and how they choose where to eat and drink

Exclusive consumer research into factors that influence guests when choosing where to eat and drink out

As the cost-of-living crisis continues to squeeze consumer spending and budgets are more closely scrutinised, many guests are opting to leave the decision-making process for which venue to visit, to someone they trust.

These trusted ‘influencer’ consumers represent a significant opportunity for hospitality businesses able to convert them from regular guests into brand champions. But who are these ‘influencers’? What are their hospitality habits? And what do they look for when choosing a venue to visit for their friends, families and networks?

Produced in partnership with CGA by NielsenIQ and DataHawks, we surveyed 5,000 UK hospitality consumers to find out.

What's in the report?

  • Who are the ‘influencers’, and how often do they eat/drink out?
  • Where do guests get their knowledge from when choosing a venue to visit?
  • The role of trust and recommendations in influencing guest behaviour
  • The key influences behind consumers’ decision-making