Consumer Behavior

AI is becoming an important part of how British consumers choose where to eat and drink, creating new opportunities and challenges for hospitality operators.

GO Technology Report October 2026

A new report reveals that 19% of all consumers are already using AI tools, such as ChatGPT or search engine summaries, to plan their visit to a hospitality venue. Half (50%) are considering adopting AI tools into their decision-making process.

The findings are published in the latest GO Technology report from leading hospitality tech provider Zonal, in partnership with NIQ, which surveyed over 5,000 British consumers.

The research asked consumers what they use AI tools for ahead of visiting a hospitality venue, and of those already using AI tools:

Almost half (45%) use it to seek reviews and ratings of a venue.

43% said they use it to understand the average prices of food or drinks.

38% use it to view menus.

35% use it to look up a venue’s opening times.

Just over a quarter (28%) use it to search for deals and discounts.

The report also shows that that those who are more trusting of AI tend to be willing to visit more frequently, and spend more when they do, making them valuable hospitality customers.

Download the full report to read more.