Hospitality venues continue to play a vital role in both community life and social connection across the UK, according to a new industry report that highlights their emotional, social and economic value.
The latest GO Technology report, The Social Value of Hospitality, from Zonal, in partnership with CGA by NIQ and UKHospitality, surveyed 5,000 UK adults and found that 69% of consumers believe hospitality plays an important role in their communities, and 74% agree the sector deserves greater Government support.
The findings show how deeply embedded hospitality is in people’s everyday lives. Two thirds of respondents (67%) say eating and drinking out is as important to their social lives now as it was a year ago, while 66% identify a hospitality venue as their most significant local business. Among those, 22% name a pub, 15% cite a restaurant, and 12% choose cafés or coffee shops.
The reasons consumers value these places go beyond convenience. Key emotional drivers include staff familiarity (32%), independence (32%), long-standing traditions (27%) and inclusivity (26%). Others referenced atmosphere, music, and memory-making as factors that make local venues special.
Tim Chapman, Chief Commercial Officer at Zonal, said, “The hospitality industry is well aware of the important role we play on our high streets, of the great community work we do, and that we are a fantastic employer and creator of jobs in every corner of the country. However, to see that reflected in consumer sentiment in this research is really encouraging and the sector should take heart from it.”
He added, “The report clearly demonstrates that what our pubs, bars, restaurants, cafes and hotels offer to people is so much more than just a plate of food and something to drink. That the majority of people are still prioritising going out, even as the cost of living crisis continues to bite, clearly demonstrates the true value of the hospitality sector.”
The report also reinforces the industry’s role as a local employer. Nearly three quarters (72%) of consumers believe hospitality provides good local employment, with the value particularly pronounced among younger adults entering the workforce.
However, the report flags growing concerns in rural areas, where hospitality venues often act as key community hubs. Only 21% of rural residents say their local high street has improved in the last year, compared to 62% in urban areas, underscoring the risk of losing vital social infrastructure.
Karl Chessell, Business Unit Director – Hospitality Operators and Food, EMEA at CGA by NIQ, said, “Our research makes it very clear that pubs, bars and restaurants have a very special role in people’s lives. The sector has a hugely important part to play in social cohesion, but that role is being compromised by the soaring costs of doing business. Consumers remain very enthusiastic about eating and drinking out, and their desire for their local venues to be protected adds extra weight to the industry’s urgent calls for targeted support.”
Allen Simpson, Chief Executive of UKHospitality, said, “This research confirms what we hear every day from our members: hospitality is more than just a business – it’s a vital part of our communities, our social lives, and our high streets. The public is clear: hospitality deserves greater backing, and with the right action from Government, we can unlock its full potential to regenerate high streets and strengthen communities nationwide.”