With consumer spend tightening and visit frequency reduced, a loyal customer base providing that all-important repeat business is the holy grail for operators looking to succeed in today’s difficult trading landscape.

Our previous research in partnership with CGA by NIQ revealed that consumers, on average, feel loyal to 2.1 hospitality brands – but how likely are their choices of preferred venues to change?

In this exclusive survey of 5,000 British hospitality consumers, we reveal how likely consumers would be to switch their preference to a different hospitality brand, how hospitality stacks up against other sectors, and the role loyalty schemes play in ensuring customers keep coming back to you for more.

Our previous GO Technology research revealed that hospitality still plays an important role in people’s social lives despite cost pressures, but with 49% of consumers saying they’d become less loyal to a brand after a few bad experiences, it’s incredibly important for hospitality businesses to deliver frictionless experiences that meet guests’ expectations, without any frustration during the journey.

This exclusive research of 5,000 hospitality consumers reveals the biggest frustrations guests encounter when engaging with venues, both in-venue and pre-visit, how these frustrations differ between demographics, and what actions they are likely to take following a frustrating experience.

Despite  many consumers tightening their purse strings, hospitality still has a vital role to play in the social lives of Britain’s consumers. But what is it about hospitality that consumers really and truly value?

This exclusive consumer research of 5,000 GB consumers, conducted in partnership with UK Hospitality and CGA by NIQ , reveals what aspects of the industry consumers love the most; from why people choose to go out instead of staying in, to what aspects of a pub, bar or restaurant’s offering would keep making them come back for more.

Consumer expectations of the pubs, bars and restaurants they visit are ever-changing, and 2023 has proven to be no exception to the rule. This year, consumers have been quick to change their behaviours to match the tightening of budgets brought on by the cost-of-living crisis, and as more and more consumers become digital natives, the shift towards more digital-led touchpoints has continued to grow.

In this in-depth review of our 2023 consumer research series, we explore the three key themes identified from our surveys of 5,000 hospitality consumers; from the influential consumers who make the decisions on where to eat and drink, to when guests prefer digital touchpoints to human interaction during the customer journey, and how guest loyalty has changed as a result of the cost of living crisis.

Loyal customers are an incredibly valuable asset for any hospitality business, providing a lucrative source of repeat business and resulting revenue as well as brand advocacy that entices new guests in through your doors.

Maintaining a loyal customer-base has always been a key objective for operators, however amidst a cost-of-living crisis resulting in tighter consumer budgets, the criteria leading to a customer becoming, and remaining, loyal have changed. How does loyalty differ between generations? And what role do loyalty schemes play in all of this?

Produced in partnership with CGA by NIQ, we surveyed 5,000 GB hospitality consumers to find the answers.

The role of technology in hospitality is evolving – not only are guests used to seeing technology in-venue, they now expect it to be present. But the importance of human connection for which the hospitality industry is known and loved so well, is not to be underestimated.

Produced in partnership with CGA by NielsenIQ, we asked 5,000 UK hospitality consumers to find out their views on technology in hospitality.

With 55% of those surveyed believing that a balance between technology and a human touch delivers the best hospitality experiences, ensuring you’re meeting the expectations of ever-increasingly digitally-savvy guests, will be key for success now, and in the future.

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.

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 stays.

Figures point towards another staycation boom for the UK hospitality industry this year, as consumers look to stay closer to home. But what sort of accommodation are they looking to book? How are they booking? And what do they want from their stay at a hotel?

In partnership with CGA NielsenIQ, we surveyed 2,000 hotel visitors to find out.