As we look ahead to 2025, the crucial focus on sustainability, the growing role
of AI, and the demand for increased personalisation are emerging as the key
factors shaping the future of hospitality.
Lightspeed’s latest research reveals how these forces are driving significant
changes in the industry. In this blog, we’ll explore these trends and statistics in
depth, revealing valuable insights into their impact on the UK hospitality sector
and how businesses are already adapting to keep diners satisfied and
returning
The rise of personalised dining
In a world where consumers increasingly seek unique, memorable
experiences, personalised dining is becoming a defining feature of the
hospitality industry. According to recent Lightspeed research, 54% of
respondents believe that personalised dining experiences will be essential for
delivering customer satisfaction over the next five years.
The recent survey also showed that almost 9/10 diners (89%) are likely to
recommend a restaurant or hotel that prioritises personalised experiences,
emphasising the powerful role that tailored interactions play in building brand
loyalty and encouraging repeat visits. To be specific, 39% of respondents
highly valued personalised greetings, while 37% agreed that they appreciate
customised room or table settings.
In a time when loyalty is hard to secure, personalisation clearly offers a
strategic advantage. When customers feel seen and appreciated, they are far
more likely to return and recommend the establishment to others.
Personalisation also caters to different dining preferences. For solo diners,
who now make up a growing share of restaurant-goers, with 34% of Brits
happy to dine alone, it can mean offering quieter, solo-friendly seating or
providing digital menus that make ordering both easy and enjoyable.
The social media factor
Social media plays a significant role in driving brand awareness and attracting
customers, with 52% of all respondents reporting they’ve visited a venue
because of its online presence. This trend is even more pronounced among
younger guests—85% of people under 30 say they would visit a venue based
on how appealing it looks online. This highlights the importance for
businesses to keep their social media, websites, and digital marketing
strategies fresh, engaging, and relevant. A strong online presence not only
draws in new customers but also helps build loyalty with existing ones.
At the same time, as hospitality brands leverage technology to offer
personalised experiences, they must be mindful of customer concerns about
data privacy. Lightspeed’s survey reveals that 74% of customers are
uncomfortable with AI-driven data collection, suggesting that businesses need
to be transparent about how customer data is used. Striking the right balance
between personalisation and privacy will be key to building trust and ensuring
that technology enhances, rather than detracts from, the guest experience.
Sustainability in hospitality
The shift towards sustainability in the hospitality industry is reshaping
customer expectations and transforming restaurant operations. According to
Lightspeed’s most recent survey, 90% of respondents believe that adopting
sustainable practices is essential for the hospitality sector, and 43% expect
sustainability to become a top priority by 2025.
Today’s diners are not only more environmentally conscious; they actively
support restaurants that embrace sustainable practices. Lightspeed’s
research reveals that 70% of UK diners are willing to pay more—up to an
average of 9% extra—for dining experiences that prioritise environmental
responsibility. This willingness to spend more underscores the growing trend
toward eco-friendly choices in the hospitality industry.
For many customers, sustainability isn’t just a preference; it’s a core value.
Over a quarter (26%) of environmentally aware diners reported they would
stop visiting a restaurant if it lacked a commitment to sustainable practices.
This highlights a clear message from customers: transparency and eco-
conscious efforts aren’t just desirable—they’re essential.
Leading the way in sustainable dining are fine dining establishments, which
45% of respondents identify as the most eco-friendly. Close behind are
vegetarian and vegan restaurants, at 42%, reflecting a strong alignment
between industry trends and customer values.
For restaurants, prioritising sustainability means embracing initiatives like eco-
labelling, which 50% of diners expect to see on menus, showing the carbon
footprint of dishes in the same way calories are now listed. Locally sourced
ingredients (61%), reduced plastic use (53%), and food waste reduction (62%)
are also among the top sustainable practices diners hope to see,
underscoring their desire for both transparency and environmental
responsibility.
With sustainability taking centre stage, the hospitality industry stands at a
unique juncture where eco-friendly practices can drive loyalty and resonate
with a growing, environmentally-conscious clientele. For restaurants,
embracing sustainability isn’t just good for the planet; it’s a strategic move for
growth and continual success.
AI in hospitality
The rapid adoption of AI-powered solutions in hospitality operations is freeing
up time and resources, allowing restaurateurs and managers to focus on their
culinary expertise and customer experience.
With tools like Large Language Models (LLMs), conversational chatbots, and
automation systems, AI not only streamlines repetitive, time-consuming tasks
but can also help ease the pressures of labour shortages and inflation facing
the industry. By simplifying these essential yet routine processes, AI allows
restaurant teams to prioritise what truly matters: delivering memorable dining
experiences even in a challenging economic climate.
From quick-service outlets to fine-dining restaurants, advances in generative
AI are transforming routine tasks across the global hospitality sector.
According to a survey from Deloitte’s latest European Hospitality Industry
Conference, 52% of customers believe generative AI will soon play a role in
customer interactions, while 44% expect it to enhance guest engagement.
Leading fast-food brands like Wendy’s, McDonald’s, and CKE Restaurants
are already adopting interactive AI, integrating conversational tools into drive-
thru systems to address ongoing workforce shortages. Moving further into
innovation, companies like Chipotle and White Castle have introduced
specialised robots to assist with food preparation, helping protect workers
from the hazardous tasks like handling hot oil.
Beyond automating tasks and accelerating workflows in a fast-paced
environment, advanced generative AI tools offer substantial advantages to
full-service and fine-dining restaurants, as well as hotels, each with unique
service needs and standards.
Large Language Models (LLMs), a type of AI capable of producing human-like
text, are invaluable tools for content creation across a wide range of
applications—from email marketing to menu curation.
For example, Lightspeed’s internal data reveals that restaurants see a notable
increase in conversion rates when their online menus feature vivid images,
detailed descriptions, and engaging language. This is especially relevant in
Europe, where diverse linguistic needs must be integrated into restaurant
content. With LLMs, restaurants can quickly generate high-quality, compelling
content in multiple languages directly from ePOS data, saving hours of
manual work.
AI is reshaping the hospitality industry across all types of restaurants, from
quick-service outlets to fine-dining establishments. By streamlining operations,
enhancing customer interactions, and giving staff more time to focus on the
human elements of service, AI not only improves efficiency but also helps
businesses adapt to current challenges.
Key Takeaways
The hospitality industry is undergoing significant transformation as it prepares
for the future. Personalisation, sustainability, and AI are not just trends—they
are becoming essential pillars for success in 2025 and beyond. Personalised
dining experiences are enhancing customer satisfaction and loyalty, while a
strong social media presence continues to drive engagement and attract new
guests. At the same time, sustainability is no longer a bonus but a necessity,
with diners actively supporting eco-conscious restaurants and demanding
transparency. Along with this, the rise of AI is revolutionising operations,
enabling businesses to streamline workflows, address challenges like labour
shortages, and focus on delivering exceptional customer experiences.
By embracing these shifts, hospitality businesses can not only meet evolving
consumer expectations but also position themselves for long-term growth and
success.
Methodology
Lightspeed initiated two surveys, Lightspeed’s November 2023 Sustainability
Survey, and Lightspeed’s October 2024 Consumer Survey on Industry
Trends,
using third party survey vendor Perspectus Global. 1,000 responses in the UK
were collected across each survey. Respondents were required to be over the
age of 18, all responses collected were anonymous, and have been quality
reviewed for a reasonable margin of error.
Written by
Madeline Noctor
Maddie is a hospitality content specialist for Lightspeed. When she’s not whipping up blogs about
restaurant tech stacks or al-fresco dining, you’ll find her attempting overly-ambitious recipes in the kitchen
or daydreaming about relaxing on a sandy beachfront.
