Hospitality Plays Vital Role in Social Lives and Communities
- gillmcshane
- Oct 15
- 3 min read
A survey of 5,000 British adults shows the importance that hospitality venues have in our everyday lives and bringing people together, with 67% of respondents agreeing that eating and drinking out is as important to their social lives as it was a year ago.
The new research, from Zonal, in partnership with CGA by NIQ and UKHospitality, underscores the deep social, emotional and economic role played by UK pubs, bars, and restaurants in their communities.
Two thirds of respondents (69%) believe hospitality plays an important role in their communities, while 74% claim the industry needs and deserves greater governmental support, according to the GO Technology: The social value of hospitality report.
Despite the cost-of-living crisis, the survey demonstrates how hospitality continues to be relevant in people’s everyday lives; providing valuable employment opportunities, vibrancy, and a vital space to socialise with friends and family. Pubs are deemed the most important, followed by restaurants, and cafes.
When asked about a local business that holds significance for them, 66% of those surveyed chose a hospitality venue. More than a fifth (22%) named a pub and 15% cited a restaurant. Cafes & coffee shops (12%) and bars (7%) are also deemed important.
The Fabric of Local Life
The report “clearly demonstrates” that pubs, bars, restaurants, cafes, and hotels offer "so much more” than just a plate of food and something to drink, noted Tim Chapman, Chief Commercial Officer at Zonal.
“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,” Chapman explained.
According to Allen Simpson, Chief Executive of UKHospitality, the research confirms that hospitality is "a vital part” of communities, social lives, and high streets that needs more support.
“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,” Simpson stated.
Indeed, the special role of pubs, bars and restaurants is being compromised by the soaring costs of doing business, added Karl Chessell, Business Unit Director – Hospitality Operators and Food, EMEA, at CGA by NIQ.
“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,” Chessell argued.
The Heart of The High Street
The survey found that what makes hospitality venues so special comes down to a selection of key factors which shape the connections and memories people make, such as:
Staff remember me (32%)
It’s independent (32%)
Visiting is a tradition with family and friends (27%)
It’s inclusive to everyone (26%)
It has a great atmosphere / music I like (25%)
I have special memories from visits (24%)
Nearly three quarters (72%) of the 5,000 consumers surveyed agreed that the hospitality sector is a good local employer. The industry is particularly important to younger adults, whether starting a long-term career or earning money in the short-term.
From city centres to rural villages, hospitality is the beating heart of Britain’s social life, the report said. Despite this, closures are rising, especially in rural areas where alternatives are few and far between.
According to the survey, just 21% of rural residents said their high street has improved in the past year – compared with 62% in urban areas.