Soaring costs of doing business and pressure on guests’ spending have pushed hospitality leaders’ optimism down to a five-year low, the latest Business Confidence Survey from CGA by NIQ and Sona reveals.
The exclusive poll from the start of the third quarter found just 26% of leaders feel optimistic about prospects for their business over the next 12 months—a dramatic drop of 15 percentage points from the second quarter of 2025. The number of leaders feeling optimistic about the future of hospitality in general slipped by 5 percentage points to 13%.
The Business Confidence Survey from CGA by NIQ and Sona drew responses from leaders at CEO, MD, chair, board and other senior management levels, with combined oversight of more than 13,100 hospitality sites. The research was conducted in October 2025.
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