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The value of hospitality: study



Despite the economic pressures on consumers, almost two-thirds say that eating and drinking out remains as central to their social life as ever, according to an exclusive new report, from Zonal.


'The Value of Hospitality: Exploring Consumer Insights and Perceptions', reveals that 65% of consumers say eating out is still a priority for them. This rises to 71% of those aged 65+, highlighting the sector’s enduring social value.The research reveals the factors behind the enduring appeal of eating and drinking out. Here are five of the biggest:


1. Hospitality is at the heart of social life

Eating and drinking out is an integral part of Britain’s social life—and a squeeze on spending hasn’t changed that. Two thirds (65%) of consumers agree that eating and drinking out is as important in their social life as it was before the cost-of-living crisis. This rises to 71% of those aged 65+, for whom pubs, bars and restaurants have been a lifelong source of socialising.


2. Consumers value venues

Lockdown-era research showed how many consumers wanted to help local hospitality businesses survive, and their solidarity continues. Three in five (60%) say they want to support the sector in light of the cost-of-living crisis. Those who go out weekly are 12 percentage points more likely to show support than those who visit less often.


3. The sector binds communities

Support for venues during COVID emphasised theirvalue to the places they serve. Two in three (64%) consumers think the hospitality sector plays an important role in their local community—rising to 71% of consumers who visit weekly. The number is also higher among people in London (67%), where visit frequency also tends to be increased and the desire for community stronger.


4. Hospitality creates memories

Eating and drinking out is more than an everyday habit: it’s where specialtimes happen and memories are made. More than two in five (44%) consumers prefer to go out for special occasions like birthdays and anniversaries than stay at home, and a fifth (21%) are motivated by the chance to create new memories.


5. Visits provide social media currency

It’s not just in the real world that people use hospitality for socialising. Venues canboost digital lives too—especially those of younger adults. One in seven (14%) of 18 to 24 year-olds are motivated to go out rather than stay in so they can share experiences on social media. This is a reminder of the importance of both technology and visual appeal in today’s hospitality experience—to venues and visitors alike.


Download the FREE report, in partnership with CGA by NIQ and UKHospitality - https://www.zonal.co.uk/resources/go-technology-the-value-of-hospitality/ - to discover why people still love restaurants, pubs and bars and what makes so hospitality special.

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