AI is becoming a genuine new frontier in how guests choose where to eat and drink. From searching for basic venue information, to the latest deals and discounts, one in five consumers already use AI tools like ChatGPT to plan a visit to a pub, bar or restaurant. For many of those guests, AI has become their main way of researching where to go. However, this behaviour shift isn’t happening evenly. Some groups of guests are embracing AI far faster than others, with usage and trust seeing significant differences.
So which groups are leading this shift, and how far could it go? How does trust in AI really compare to the sources guests have always leaned on? And what exactly are people turning to it to find out?
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GO Technology: AI and the Algorithm: How tech is shaping venue discovery
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GO Technology: Game On – How Hospitality Can Win at the World Cup
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GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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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
With 9.3 million British adult consumers planning to watch at least one World Cup game in a pub or bar, the tournament represents a significant opportunity for hospitality this summer. But the late kick-offs, the rising cost of going out and the comfort of home viewing mean that persuading consumers to choose to visit a venue over their sofa is far from straightforward.
For almost a quarter of consumers, watching in a hospitality venue is the next best thing to being in the stadium. With this in mind, what would make the customers more likely to visit a venue? And how can technology give operators a competitive edge on matchdays?
This exclusive research, produced in partnership with NIQ, surveyed 5,000 British consumers to find out.
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GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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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
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?
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GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
Research
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
In this review of our 2025 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 a shift in consumer preference towards earlier bookings, exploring why 6:12pm is the new 8pm, to the appeal of elevated experiences that go beyond standard hospitality, views on the sector’s role in the social life of Britain, and demand for new service styles in pubs; this report explores how convenience, experience, and connection are driving consumer behaviour.
Discover all of this, and more, with insights from 5,000 GB consumers.
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GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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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
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: AI and the Algorithm: How tech is shaping venue discovery
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GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
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GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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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
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
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.
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.
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.
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.
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.
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.
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.
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.
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: 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: 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.
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: 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.
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: 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.
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.
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.
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: 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.
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: 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.
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.
Back to Business: Winning Guests as Summer Ends and Student Season Begins
Two businesses under one roof: The importance of joined up F&B and accommodation for pubs with rooms
Understanding Guest Loyalty in 2026
Beyond the Stay: How trends & tech are reshaping Holiday Parks
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
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.
Research
GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
Research
GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
Research
GO Technology: The new age of pub service
Research
GO Technology: The social value of hospitality
Research
GO Technology: More Than a Meal
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GO Technology: Why 6:12pm is the new 8pm
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: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
Research
GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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
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.
Research
GO Technology: AI and the Algorithm: How tech is shaping venue discovery
Research
GO Technology: Game On – How Hospitality Can Win at the World Cup
Research
GO Technology: People vs Tech in 2026
Research
GO Technology: Consumers and hospitality: What 2025 habits reveal about the year ahead
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
