More than two thirds (69%) of consumers agree that pubs, bars and restaurants play an important role in their communities. Hospitality venues make vital human connections and 67% of consumers agree that drinking and dining out is as important to their social life as it was a year ago.

Tech’s shake up of service lead to some major changes in how people behave when they visit hospitality, with 34% preferring to order from their table once they’re there, and 27% pre-booking a table ahead of their visits to pubs. Convenience was also identified as a key factor influencing earlier booking times, with 37% of respondents choosing to go out earlier for this reason.

Almost three-quarters (74%)of consumers say they would visit a venue for an elevated experience that goes beyond ‘standard’ hospitality, such as tasting menus, bottomless brunches, or in-venue games. Pubs, bars and restaurants are important sources of work, and 72% agree that hospitality businesses are good local employers, especially to younger people.

Tim Chapman, chief commercial officer at Zonal, said: “The hospitality industry navigated a complex landscape in 2025, facing a number of pressures from economic uncertainty to hikes in costs.

“As we look ahead to 2026, momentum will be driven by businesses which can deliver memorable guest experiences and those that double down on operational efficiency to manage costs. Hospitality venues that invest in tech and offer an authentic level of service will be the ones able to thrive in such a competitive market.”

Download the GO Technology report here.