Synthetic hospitality intelligence
Synthetic consumer research on how people discover, choose, and book dining and accommodation.
Synthetic respondents
7,500
Synthetic 2026
Leading discovery channel
Google search
54% of respondents
Most common dining occasion
Catch-up with friends
60% of respondents
Accommodation front-runner
Hotel
72% of respondents
Six lenses on the experience
Explore practical, data-led insights into dining occasions, search behaviour, accommodation choices, pricing, and loyalty.
The big picture
A synthetic view of how people discover hospitality experiences, from the first search to the moment they return.
Google search
54%
4,071 respondents
Catch-up with friends
60%
4,515 respondents
Hotel
72%
5,398 respondents
Discovery to booking
Search is mobile-led and review-aware, while same-day decisions still make speed and clarity essential.
Google search
54%
4,071 respondents
Search on a smartphone
68%
5,112 respondents
Reviews essential or very important
61%
4,600 respondents
Dining bookings made the same day
31%
2,302 respondents
Moments that matter
Catch-ups, family meals, and spontaneous plans create a broad set of reasons to choose a venue.
Catch-up with friends
60%
4,515 respondents
Restaurant
77%
5,777 respondents
Italian
46%
3,444 respondents
£15–30
34%
2,520 respondents
Planning a stay
Hotels lead consideration, with leisure breaks the most common purpose for an overnight stay.
Hotel
72%
5,398 respondents
Leisure/city break
43%
3,227 respondents
£75–125
37%
2,807 respondents
Online travel agency
38%
2,856 respondents
Value and quality
People are looking for a sensible balance between price and quality across dining and accommodation.
£15–30
34%
2,520 respondents
£75–125
37%
2,807 respondents
Balance price/quality
35%
2,660 respondents
Balance price and quality
70%
5,227 respondents
Reasons to return
Repeat behaviour is common, but the data leaves room to turn good experiences into stronger loyalty.
Members of at least one loyalty programme
45%
3,363 respondents
Mix
42%
3,166 respondents
Neither
39%
2,948 respondents
Net recommendation score
+31
3,249 respondents
A practical view of hospitality
Compare what people say they value with how they search, choose, and book. The Hospitality Hub keeps the story close to the evidence so teams can spot useful opportunities.