Pubs remain a cornerstone of British communities, providing a vital social space for consumers, as well as offering up fantastic hospitality. With the continued rise of digital ordering solutions, a shift towards pre-booking rather than the more traditional spontaneous visit, and the emerging trend of queueing rather than spacing out along the bar, the way consumers are engaging with pubs is changing.
But what is driving the shift towards these new styles of service? What are the main factors drawing consumers to pubs—and what barriers are they facing? And what groups of consumers are seeing the greatest behavioural change?
This exclusive research, produced in partnership with CGA by NIQ, surveyed 5,000 British consumers to find out these answers, and more.
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GO Technology: The new age of pub service
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GO Technology: The social value of hospitality
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GO Technology: More Than a Meal
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GO Technology: Why 6:12pm is the new 8pm
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Pub Accommodation Review 2025
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GO Technology: Hotels and consumers – Guest expectations and how to meet them
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GO Technology: Consumers and hospitality: 2024 in review
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GO Technology: The truth behind no-shows
From who the influential consumers are and how to reach them, to expectations during the customer journey, and the role hospitality plays in consumers’ social lives, our GO Technology research series explores some of the key issues impacting our industry. Download our free reports for access to insights from over 5,000 British consumers.
GO Technology: The social value of hospitality
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
GO Technology: More Than a Meal
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
GO Technology: Why 6:12pm is the new 8pm
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
GO Technology: Hotels and consumers – Guest expectations and how to meet them
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Pub Accommodation Review 2025
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
GO Technology: What guests want from hotels in 2023
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
GO Technology: The truth behind no-shows
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Research: GO Technology: Socials, searches and the future of bookings
In today’s hyper-connected, always-on world, going online for many consumers is their first (and only) port of call when searching for pubs, bars and restaurants to visit. Social media has…
Research: Scale and causes of no-shows after lockdown
The latest GO Technology report from Zonal and CGA reveals that no-shows are now costing the industry a staggering £17.6bn a year and rising, exacerbating the devastating financial impact of…
GO Technology: People vs Tech: What guests want in 2023
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Research: Technology’s role in the customer journey
The latest GO Technology report from Zonal and CGA reveals that, having accepted the need for technology in hospitality during the pandemic, consumers have discovered just how much tech improves…
GO Technology: Cashing out?
From cash, to card, to ‘just walk out’ technology, consumers have more payment methods available to them than ever before when it comes to settling the bill. With the desire…
Research: From Plan To Plate
Influencing the hospitality customer journey in a new world The shape of hospitality has changed forever. One thing, however, never changes and that is the importance of understanding the way…
GO Technology: Fixing people’s hospitality bugbears
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Webinar: GO Technology Consumer Research: Make it personal
In our recent GO Technology Consumer Research: Make it personal we discovered how personalisation can deepen customers’ engagement within pubs, bars and restaurants, and what businesses need to do to…
GO Technology: The value of hospitality – Exploring consumer insights and perceptions
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Research: Face-to-Face Time: The teenage take on hospitality and technology
Stereotypical depictions of teenagers would suggest they are a species constantly glued to technology, more interested in socialising online from their bedrooms than out in the real world of cafes,…
GO Technology: The New Loyalty Landscape – How the cost-of-living crisis impacts hospitality
With the cost-of-living crisis reducing disposable income, consumers are being much more careful with how they spend their money, especially when it comes to extras such as holidays and overnight…
Research: Face-to-Face Time: The teenage take on hospitality and technology
Stereotypical depictions of teenagers would suggest they are a species constantly glued to technology, more interested in socialising online from their bedrooms than out in the real world of cafes,…
From expert insights and advice, to exclusive research, podcasts, and more, we’ve created the ultimate Loyalty Hub for hospitality marketers; packed full of resources to help you boost customer advocacy and keep guests coming back for more.
Why 6:12 pm is the new 8 pm research webinar
Late-night safety in hospitality
People Make The Experience: How Your Staff Drive Customer Loyalty
It Should Feel Like Magic, Not Marketing: Personalisation, Loyalty & Data in Hospitality
Loyalty That Lasts: Growing with Guests, Not Just Points
What Diners Want: The New Rules of Loyalty in Hospitality
How hospitality businesses can create ‘Superfans’
How loyalty can help tackle no shows
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.
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.
Hospitality plays a central role in consumers’ social lives, as well as in their local communities – providing valuable employment opportunities, vibrancy, and a vital space to socialise with friends and family.
With hospitality venues making up two thirds of consumers’ favourite local venues, our sector sits at the heart of the high street. But why does hospitality matter so much to consumers? Which venue types are most likely to be a guest’s favourite? How does hospitality engagement differ by age and location? And do consumers think hospitality needs greater support from the Government?
Discover all of this, and more, in this exclusive research produced in partnership with CGA by NIQ and UKHospitality, featuring insights from over 5,000 British hospitality consumers.
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GO Technology: The new age of pub service
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GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
Research
GO Technology: Why 6:12pm is the new 8pm
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Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
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GO Technology: Consumers and hospitality: 2024 in review
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GO Technology: The truth behind no-shows
The research, produced in partnership with CGA by NIQ, surveyed 5,000 British consumers to find out what consumers want when dining or drinking out.
With the rising cost of living and tighter budgets, many people are cutting back on how often they eat and drink out and instead choosing to treat themselves with more special, memorable experiences.
From tasting menus, bottomless brunches and interactive activities, discover how you can encourage guests to book, spend and return by offering more than a meal.
Key findings:
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GO Technology: The new age of pub service
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GO Technology: The social value of hospitality
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GO Technology: More Than a Meal
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GO Technology: Why 6:12pm is the new 8pm
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Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
Research
GO Technology: Consumers and hospitality: 2024 in review
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GO Technology: The truth behind no-shows
Consumer behaviour is shifting towards going out earlier, with the new preferred start time for consumers’ bookings at pubs, bars, and restaurants now sitting at 6:12pm.
This marks a continuance of a trend that started post-pandemic, with consumers increasingly favouring convenience when it comes to their visits to hospitality venues. But what are the key factors that are influencing this shift towards earlier booking times? Which consumers are seeing the biggest behavioural shifts? And what are the biggest priorities for guests when choosing to visit hospitality venues earlier?
This research, produced in partnership with CGA by NIQ, surveyed 5,000 British consumers to find out these answers, and more.
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GO Technology: The new age of pub service
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GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
Research
GO Technology: Why 6:12pm is the new 8pm
Research
Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
Research
GO Technology: Consumers and hospitality: 2024 in review
Research
GO Technology: The truth behind no-shows
Amidst high demand for UK accommodation, there’s huge growth potential for UK pubs to boost revenue by making rooms a core part of their offering.
Whether it’s a friendly welcome, high quality food and drink, or a more relaxed, welcoming atmosphere, a stay in a pub holds broad appeal for many consumers. But what are the key factors that influence guests in choosing to book a stay in a pub? How can pubs with rooms reach more guests? And what are the potential barriers causing guests to choose to stay elsewhere?
This report, produced in partnership with CGA by NIQ, Stay In a Pub, and VisitEngland, provides an in-depth exploration of current guest sentiment towards the UK pub accommodation sector from both guests and businesses; identifying where the opportunity lies for pubs that invest in accommodation, as well as the view from pub accommodation operators.
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GO Technology: The new age of pub service
Research
GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
Research
GO Technology: Why 6:12pm is the new 8pm
Research
Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
Research
GO Technology: Consumers and hospitality: 2024 in review
Research
GO Technology: The truth behind no-shows
Both domestically and abroad, the demand for accommodation remains high, with 78% of consumers having stayed in a hotel in 2024.
But guests’ engagement with hotels is evolving. With more discovery tools at their disposal than ever, and plenty of choice when it comes to the type of accommodation they want to stay in, it’s vital for hoteliers and operators to understand guest behaviour to stay ahead of the game.
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; including how often, and for what reasons, guests are staying in UK hotels, their engagement with F&B during their stay, and the factors that influence their choice of hotel when booking a stay.
Research
GO Technology: The new age of pub service
Research
GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
Research
GO Technology: Why 6:12pm is the new 8pm
Research
Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
Research
GO Technology: Consumers and hospitality: 2024 in review
Research
GO Technology: The truth behind no-shows
Despite 2024 remaining another challenging year for both consumers and the hospitality industry, it’s not all doom and gloom.
Consumers continue to recognise the important roles their favourite pubs, bars and restaurants play in both their social lives and their local communities, and are still keeping eating and drinking out on their list of priorities – despite cost-of-living pressures.
In this review of our 2024 consumer research series, we explore the top factors influencing guest behaviour amidst the cost-of-living crisis, as well as the opportunities, and challenges, these present for hospitality businesses; from the importance of avoiding points of friction during the customer journey, and getting your hospitality fundamentals right, to how loyal guests are to their favourite hospitality brands and the factors causing guests to not honour their bookings. Discover all of this, and more, with insights from 5,000 GB consumers.
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GO Technology: The new age of pub service
Research
GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
Research
GO Technology: Why 6:12pm is the new 8pm
Research
Pub Accommodation Review 2025
Research
GO Technology: Hotels and consumers – Guest expectations and how to meet them
Research
GO Technology: Consumers and hospitality: 2024 in review
Research
GO Technology: The truth behind no-shows
No-shows remain an ongoing challenge for the hospitality industry, costing UK hospitality a collective £17.6bn a year in lost sales.
Previous research in 2024 revealed that 60% of consumers want to support the hospitality sector in light of the cost-of-living crisis, however despite this the rate of no-shows has risen from 12 to 14% over the course of the year. With increased cost pressures already presenting a difficult trading environment for hospitality, it’s vital for operators to understand why these no-shows are occurring, as well as exploring potential solutions to combat the issue.
In this report, we reveal the extent of the no-shows problem, including current consumer booking behaviours and the factors influencing no-show rates, as well as how likely consumers are to show up for their booking in hospitality compared to other sectors.
“No-Shows is a really big problem for the industry. At our restaurant Faber, we charge a £20 per head pre-authorisation (the money is only taken in the event of no show) on every booking, as we have to protect our business. Hospitality is unique in the sense that unlike many other industries, you pay after you’ve received the service. When people don’t show up, not only is the money from the booking lost, but the costs incurred from the stock which was ordered in that we now have to waste and the additional staff which were put in place to support the booking, all add up. It all has a negative effect on business.”
Join the conversation and help us make no-shows a thing of the past
No-shows cost the hospitality industry an estimated £17.59 billion in lost sales every year. Join our group of passionate industry supporters to help spread the message far and wide and encourage customers to #ShowUpForHospitality.
