Five years after the seismic shock of the Covid-19 pandemic, the UK’s hospitality, tourism, and food industries have undergone a profound transformation. Once teetering on the brink of collapse, these sectors have not only rebounded but are now thriving—driven by a renewed sense of purpose, digital innovation, and a stronger connection to local provenance.
From independent hotels to historic restaurants and experience-driven tourism, the businesses that have successfully navigated the past five years have embraced adaptability, storytelling, and innovation. According to Jen Bell, founder of Feather & Fern PR, a specialist food, drink, hospitality and tourism PR agency, their resilience has shaped a new era for UK hospitality—one that is customer-led, digitally savvy, and more experience-driven than ever before.
A Sector Rebounding, But Evolving
The UK’s hospitality sector now generates over £90 billion annually, employing 3.5 million people. But while the industry has stabilised, it has evolved in significant ways:
- Hotel recovery: In March 2020, UK hotel occupancy rates plummeted to 33.5%. By March 2024, this figure had rebounded to 73.8%, approaching pre-pandemic levels.
- Inbound tourism growth: International visitor spending is expected to reach £33.7 billion in 2025, a 7% increase from the previous year.
- Staycations remain strong: With ongoing cost-of-living pressures, 28% of UK consumers are planning long-stay UK holidays in 2025.
- Midmarket restaurant resurgence: The casual dining sector, once among the hardest hit, is growing again, with three new midmarket restaurants opening per week in the first half of 2024.
- Rise of competitive socialising: Venues offering experiential activities—such as mini-golf, darts, and immersive dining—have surged 28.9% in popularity, reflecting the demand for experience-led hospitality.
(Sources: RSM UK, The Times, Financial Times, UKHospitality, Cushman & Wakefield, Smithfield Agency)
1. A Clear Sense of Purpose Drives Success
Hospitality businesses that have thrived post-pandemic are those that refined or rediscovered their core purpose. For some, this meant deepening their connection to their local community, while others focused on delivering unforgettable experiences that go beyond just food and accommodation.
“The pandemic forced many businesses to take a hard look at what they stood for,” says Jen. “The businesses that emerged stronger are those that had a clear, compelling sense of purpose—whether that’s championing sustainability, offering hyper-local experiences, or reinventing traditional hospitality models.”
This renewed focus on purpose is reflected in the industry’s shift towards sustainability and ethical sourcing. A recent survey found that 90% of hospitality leaders now prioritise the circular economy, reflecting a strong commitment to responsible, community-focused business models. (UKHospitality, 2024)
2. Storytelling is No Longer Optional—It’s Essential
Today’s consumers don’t just want a meal or a hotel stay; they want to feel connected to the places they visit. The most successful businesses have embraced storytelling as a core PR strategy, using it to engage customers and stand out in an increasingly competitive landscape.
“Hospitality PR used to be about getting a great review in a national newspaper,” says Jen. “That’s still valuable, but today’s customers are looking for experiences that feel personal, real, and rooted in place. Whether it’s a hotel showcasing its links to local producers or a restaurant sharing the story behind its ingredients, storytelling is what builds long-term brand loyalty.”
This shift is evident in the growing popularity of regional provenance and local food experiences. A recent survey found that 62% of UK consumers want to try locally produced drinks when dining out—prompting pubs, bars, and restaurants to highlight their local suppliers and seasonal menus.
(Smithfield Agency, 2024)
3. Fearlessness and Innovation Have Been Key to Survival
The businesses that not only survived but thrived post-pandemic were those that embraced innovation, rather than waiting for conditions to improve. The industry saw new revenue streams emerge, from e-commerce and meal kits to immersive dining experiences and tech-driven hospitality services.
This trend continues, with businesses capitalising on shifting travel habits. UK staycations remain strong, with independent hotels and experiential accommodation providers adapting to the new landscape by offering tailor-made packages, wellness retreats, and adventure tourism options.
“Hospitality businesses that took bold steps—whether it was launching a new concept, expanding their digital presence, or embracing technology—are the ones that have come out on top,” says Jen. “The brands leading the way now are those that aren’t afraid to evolve and innovate.”
4. Customer Expectations Have Permanently Shifted
While occupancy rates and restaurant bookings have largely recovered, consumer expectations have changed dramatically. Attention to detail, seamless experiences, and personalisation are no longer ‘nice to have’—they’re expected.
Guests now seek:
Sustainability-conscious choices, from locally sourced menus to carbon-neutral stays.
Flexible hospitality experiences, including late check-outs, personalised menus, and tech-enabled service.
High-quality, experience-driven stays, whether through food, wellness offerings, or unique locations.
At the same time, economic pressures have made value-driven hospitality a necessity. The hospitality industry is now balancing premium, high-quality offerings with affordability, ensuring that experiences remain accessible to a broad customer base.
5. The Future of UK Hospitality: Experience, Provenance, and Community
As the industry moves into 2025 and beyond, it’s clear that the businesses leading the way are those that have:
- A strong sense of purpose—knowing who they are and what they stand for.
- A compelling brand story—connecting emotionally with customers.
- A fearless approach to innovation—adapting to new consumer habits.
- A focus on provenance and sustainability—leveraging their connection to local communities.
- An understanding of shifting customer expectations—offering value alongside quality.
“The past five years have reshaped hospitality forever,” says Jen. “But what’s exciting is that businesses now have more tools than ever to create something truly unique. The future belongs to those who embrace their story, their community, and the incredible potential of this evolving industry.”
