In the current challenging economic environment, elevating people’s hospitality experiences ‘out of the ordinary’ is one of the best ways to loosen their spending and keep them coming back.
According to the new GO Technology report, from hospitality tech provider Zonal in partnership with CGA by NIQ, no less than 74% of consumers now prefer to visit venues that provide elevated experiences.
The research found that guests can be motivated to visit, and spend more, in venues offeringinteractive and engaging activities like tasting menus (31%), games (25%), bottomless brunches (24%), a surprise from the venue (24%), or even simply a well-curated atmosphere (23%).
Other respondents said they would come back to places with attentive staff who remember them (19%), exclusive or limited-edition food (19%), personalised visits (14%), drinks masterclasses (13%), and cookery classes (12%).
Zonal’s chief commercial officer, Tim Chapman, said: “This new research makes it clear that offering consumers an experience that goes beyond just a meal will boost bookings, drive personal recommendations, increase return visits, and build loyalty.
“It is, therefore, key to success.
“While there are many and varied ways of delivering such experiences, this insight shows that food still leads the way,” suggested Chapman.
“Tasting menus, bottomless brunches, exclusive or limited-edition menu items, and cooking or drinks masterclasses all make the top 10. However, other popular ideas include attentive service and atmosphere showing that getting the fundamentals of hospitality right remains vital.”
The report also found that consumers’ interest in elevated experiences extends to higher-tempo venues, such as bars (33%), drink-led pubs (23%), and nightclubs (13%) – demonstrating an opportunity for those venues to potentially attract new customers by taking inspiration from full-service restaurants.
CGA business unit director, Karl Chessell, said: “Patchy consumer confidence and rising costs have made for a tough first half of 2025 in hospitality, but it remains a vital and much-loved part of consumers’ lives.
“In this challenging environment, elevating people’s experiences out of the ordinary is one of the best ways to loosen their spending and keep them coming back,” said Chessell.
“Identifying the best ways to help them celebrate, enjoy treats and create memories in extra-special ways will be a major competitive advantage in the months and years ahead.”
