Hospitality Trends in 2025

Don’t get left behind! As traditional search engines decline in popularity, hospitality marketers will need to become more dynamic, utilising channels focussed directly at theirs guests.

1. Omichannel Marketing

With consumers increasingly turning to Instagram or TikTok to discover brands instead of Google, it's essential to present yourself in the best possible light. Your potential customers want to visually understand who you are, how you look and feel, and the way you interact with them.

To make a strong impact in this space, it is vital to have clarity and discipline regarding your core values, tone of voice (TOV), and visual style. These elements will grow in significance as this trend continues to evolve.

2. Personalised Guest Experiences

And when we say this, we don’t just mean sending an email that includes their name! We’re referring to the use of AI and analytics to anticipate your customers' questions before they even ask them, creating a personalised experience. This could involve recalling details from their previous visit.

For example:

Last time you visited you ordered a bottle of Gusbourne Brut Reserve, would you like to have a bottle prepared for your arrival?

Or

Your birthday is approaching! We've reserved a table for 6 like last year. Please confirm by Friday if you'd like to accept the booking. We look forward to celebrating another great year and hope to make this a tradition!

3. Health & Wellbeing

There is a growing awareness of health and wellbeing, making it essential to offer options for health-conscious individuals. As people drink less and seek lower alcohol alternatives, providing a diverse range of low-alcohol drinks will show you prioritise their needs.

When serving food, include a low-calorie, low-fat option that isn't just a high-calorie salad. Ensure it maintains flavour and aligns with who you are without compromising quality.

4. Sustainability & Going Green

We are all now inherently attuned to our impact on the world, and therefore customers are intentionally seeking out brands and spaces that embrace sustainable practices. If you're working behind the bar, look for brands that align with your values by adopting sustainable practices. Consider using returnable packaging, recyclable materials, and refillable bottles to demonstrate your commitment to genuine sustainability rather than greenwashing.

When crafting cocktails, think about which ingredients you can repurpose and how you can make use of normally discarded products. For example, transform citrus peels that would typically go to waste into flavorful syrups or citrus bitters.

If you are a chef, it's essential to focus on local produce, well-cared-for animals, and minimizing your environmental impact. Sourcing local ingredients reduces travel, lowers fuel consumption, and decreases emissions. Is it possible for you to collaborate with a local producer from a marketing perspective, promoting each other's offerings and shared green values?

5. Working spaces

Ultimately, the trend of working from home is here to stay. This implies that individuals are still on the lookout for a workspace that includes fellow coworkers, delicious coffee, and a pastry or two. If you're able to provide a work-friendly environment for your guests, ensure it meets their needs. Consider whether there is sufficient lighting, accessible plug sockets, and comfortable seating with tables for laptops. Can you transform spaces from day to evening to cater to these users? Additionally, would it be feasible to introduce a lunch special to encourage them to stay and dine?

These freelancers, remote workers, and self-employed individuals are poised to become a significant segment of the market as employer demands evolve with the new government policies. By establishing a supportive environment for them now, you will position yourself advantageously for the future.