2025 Hospitality Trends: What’s Coming and Why It Matters

We’ve just wrapped up our latest webinar, The Trends Shaking Up Hospitality in 2025, in collaboration with St Austell Brewery, and the insights we’ve gathered are ones you can’t afford to ignore. From shifting consumer behaviours to tech innovations, these trends aren’t just industry buzz—they represent fundamental shifts in the industry.

Wondering what’s next for hospitality in 2025? Keep reading. These top takeaways will help position your brand for success this year.

Despite the rising cost of living, consumers still prioritise experiences over material goods. 1 in 4 UK consumers are planning to spend more on unique experiences this year—so hospitality businesses have a golden opportunity to create unforgettable moments.

Key Experience Types in Hospitality:

• Aesthetic Experiences: Visually stunning food and drink offerings that are highly shareable on social media.
• Educational Experiences: Activities that engage curiosity, like wine tastings, brewery tours, or cooking classes.
• Escapist Experiences: Immersive events that transport guests to another world, like Burns Night at The Bedford Pub, featuring a bespoke three-course menu, ceremonial bagpipes, and poetry recitals.
• Entertainment Experiences: Interactive events such as live music and supper clubs. Think of Lío London’s high-energy cabaret and banquet dining.

Experiences drive loyalty, word-of-mouth marketing, and repeat visits. Great service is essential, but delivering unforgettable moments turns your venue into a must-visit destination.

Mindful drinking is on the rise, with 38% of UK drinkers regularly opting for no- or low-alcohol alternatives. Gen Z, dubbed the “sober curious” generation, is leading the charge, with many now adopting “zebra striping”—alternating between alcoholic and non-alcoholic drinks for a balanced night out.

How to Respond:

• Dedicated No & Low Menus: Offer exciting, high-quality alcohol-free alternatives alongside your regular drinks menu. 
• Inclusivity Pairings: If you offer food & wine pairings, pair alcohol-free drinks with food, just like their alcoholic counterparts.
• Brand Collaborations: Partner with  no- & low-alcohol brands to create exclusive drinks and joint marketing.
• Strong Digital Communication: Ensure your no- & low-alcohol offerings are front and centre on your social media, websites, and email campaigns.

Non-alcoholic drinks are here to stay. To stay relevant, offer exciting options that feel just as premium and thoughtfully crafted as your alcoholic offerings—no compromises.

Consumers expect the same level of personalisation from hospitality brands as they get from giants like ASOS, Amazon, and Netflix. With 81% of customers preferring businesses that offer tailored experiences, AI is becoming an essential tool to both streamline operations and create more personalised guest experiences. 

But AI should support, not replace, human interactions. The key? Striking the right balance between the two. Brands that master this will lead the charge in the new era of personalised hospitality.

AI-Powered Enhancements:

Operational Efficiency:

• Data-Driven Menu Creation: Use AI tools to analyse sales and customer preferences to shape your next menu offerings.
• Booking Insights: Leverage AI to uncover trends, like lost leads or missed opportunities, enabling you to boost bookings and conversions.
• Automation: Use AI-driven kiosks to streamline check-ins, check-outs, and orders—saving time and improving guest flow.

Marketing Innovation:

• Content Generation: Use AI tools (like Chat GPT) to assist in brainstorming campaign ideas and creating content.
• AI Chatbots: Elevate customer service with 24/7 chatbots that handle queries efficiently, improving response times and guest satisfaction.
• Sentiment Analysis: Monitor online conversations with AI to gauge customer sentiment, giving you the insights to fine-tune your strategies.

AI is a tool, not a replacement for human connection. When used well, AI can boost operational efficiency and enhance the guest experience, all while preserving the personal touch that makes hospitality special. 

Wellness tourism is projected to grow by 10% in 2025, reaching a global market worth over £1 trillion. As consumers increasingly seek experiences that nurture their wellbeing, wellness has become a core focus for hospitality brands.

Guests now seek experiences that nourish both body and mind—from health-conscious food choices to immersive, slow travel. They want fresh, nutrient-dense meals that cater to dietary preferences, while also craving deeper connections with local culture, history, and nature. In short, they want to fully immerse themselves in a destination, not just pass through it.

How to Tap Into This Trend:

• Highlight the Health Heroes: Feature superfoods, plant-based meals, or functional ingredients. You don’t need a separate “healthy menu”—just make these nutritious options shine on our regular menu to appeal to wellness-focused guests. 
• Culinary Wellness Experiences: Offer small wellness gestures in hotels, like organic snacks in rooms or exclusive spa offers, to show your commitment to their wellbeing. 
• Slow & Immersive Travel: Add a “Local Area” section to your website to guide guests toward authentic cultural experiences nearby. Curate recommendations for slower, deeper local experiences.
• Fitness and Activity-Oriented Stays: Partner with local wellness brands for unique offerings like yoga retreats or guided hikes. For example, St Austell Brewery collaborated with the South West Coastal Path to promote local trails.

Wellness-focused food and travel offerings are a powerful way to differentiate your brand and tap into the booming health-conscious market.

Sustainability is no longer optional. 62% of consumers are actively changing their buying habits to reduce their environmental impact, with 57% even willing to pay more for sustainable options. With consumers demanding transparency, more businesses are turning to sustainability certifications to build trust.

Key Sustainability Strategies:

• Transparency & Accreditation: Secure sustainability certifications to showcase your genuine commitment to eco-friendly practices. 
• Engaging Guests: Integrate sustainability into the guest experience. Encourage involvement in initiatives like reducing plastic use or minimising linen changes.
• Storytelling & Digital Communication: Share your sustainability journey authentically on digital platforms. Highlight efforts, such as local sourcing to waste reduction, so guests can see the real impact you’re making.

Eco-conscious guests expect proof, not promises. Brands that genuinely prioritise sustainability will earn loyalty and gain an edge, while others risk falling behind. 

Authenticity is the new currency in marketing. 80% of consumers trust user-generated content (UGC) over traditional ads, making it a powerful driver of engagement and credibility. 

Overly polished content can feel disconnected from today’s audience. The most successful brands blend branded content with guest-generated posts, creating a digital presence that truly resonates.

UGC Strategies for 2025:

• Blend UGC with Branded Content: Incorporate live-streams, hashtag challenges, and on-site activations to turn guests into content creators.
• Repurpose UGC Across Digital Channels: With permission, share UGC on your website, in emails, and ads to deepen emotional connections with your audience and reduce production costs.
• Create ‘Instagrammable Moments’: Design visually captivating spaces and experiences that encourage guests to share their moments at your venue online. 
• Leverage Trends, Challenges & Events: Use hashtag campaigns and live-stream events to drive engagement and expand reach. 

Turn your guests into your biggest promoters by creating shareable experiences. Let UGC amplify your message and watch your brand visibility soar.

In 2025, hospitality is all about adapting to shifting consumer demands, embracing tech, and doubling down on experiences, wellness, and sustainability. To stay ahead, businesses must remain agile—pivoting quickly to meet the new wave of guest expectations. Stay flexible and act fast and you’ll deliver exactly what today’s guests are looking for.