The study included insights from 2,000 nationally representative consumers who visit a bar, restaurant, pub or hotel once every six months. It found that consumers rely on digital tools and online reputation before, during and after their visit.

In the early stages of the consumer journey, a venue’s website, Google and Facebook are the most popular channels for discovery, booking and confirming Covid-19 safety measures. Social media platforms, along with ratings and review sites like TripAdvisor, are more commonly used during and after the visit. 

The study revealed the ten most important pieces of information for consumers in the digital journey:

1. Menus 
2. Price Range 
3. Opening Hours 
4. Location/directions 
5. How to make a booking 
6. Reviews 
7. Discounts and promotions 
8. Checking if a venue is currently open 
9. Covid-19 safety measures 
10. Images and videos of food and drink served

More than half of 18-to-34-year-olds say they are much more likely to visit a venue if they see someone they know post about it on social media, and two thirds (67%) are more likely to go if food or drink images look good on those platforms. 

Andy Dean, CGA client director, said: “The pandemic has dramatically accelerated the use of technology in hospitality, and consumers and businesses alike have become much more confident in using it to engage with one another.

“For all brands, understanding exactly how, where and when guests want to connect, and responding quickly and constructively to all the feedback they receive, are going to be crucial elements of reputation and marketing strategies in 2022 and beyond.”