How to be a Hospitality Trendsetter.

The newest addition to the KAM team, Louise Jooste , Account Director at KAM, shares her thoughts and observations on the importance of staying ahead of the latest industry trends, and what best-in-class hospitality businesses who use data-driven insight are doing to ensure they are making better, more informed decisions.?

Why should you keep up with the latest hospitality trends??

It’s simple. Knowledge = Power.?

That’s nothing you haven’t heard before, but….there’s a significant difference on basing decisions on what you THINK you know and what you ACTUALLY know. Ultimately, the difference is having the confidence to implement an insight-led strategy which in turn will deliver a higher rate of success. Data-driven businesses are growing at an average of c.30% annually and are twice as likely as their competitors to lead the way with customer retention and loyalty.

Anticipating future trends allows for strategic planning and investment in areas that are likely to shape your business down the line. The hospitality landscape IS changing fast, and we don’t have the luxury of a crystal ball (although immersing myself in recent KAM Insight reports has certainly given me a very insightful glimpse!) However, understanding how customers think and behave - WHO they are, WHY they chose your venue or brand over another and WHAT influences their decision to come back or buy again, gives you?the ‘power’ to influence the customer journey and grow your customer base.

In KAM’s latest?‘Plan to Plate’? report (in partnership with? Paytronix / NFS Hospitality ), we explore the key drivers and pain points that impact customers visiting pubs, bars and restaurants- and almost a third of the 1000 UK adults (18+) surveyed, told us that the most used source of information when choosing which venue to visit is a recommendation from friends and family. This was also the biggest riser from Q2 to Q3 this year- Plan to Plate is released quarterly, allowing us to track changes in customer sentiment. Meanwhile, ‘speed of service’ (or lack of it!) causes the biggest frustrations, particularly for 18–34-year-olds. (The report is available on our?Knowledge Hub .)

So, what does this mean and how do you translate the data into tangible actions that demonstrate you’re ahead of the curve, embracing trends and staying on top of continually evolving customer needs and demands??

We know that the output from our research and trend analysis can support product development, provide direction on improving the customer experience, give a deeper understanding of how current, lapsed and future customers think, feel and behave which subsequently helps fine-tune your sales strategy and test brand and marketing concepts to build the ideal proposition.?Recent work with Hall & Woodhouse Ltd , Lucky Saint | B Corp? and Borough Market , among others, has proven this. (Find out more here .)

Keeping up with trends not only attracts new customers but also helps retain existing ones, fostering loyalty and driving growth.?

On a personal note, it’s getting the basics right that will encourage me to dwell longer, spend more and visit again. For others, expectations are set much higher however, at its core, hospitality is about the people and the importance of human connection. Connecting with customers, understanding their needs and creating memorable experiences that leave a lasting impression.?It's the moments of genuine human connection that truly define hospitality.

Keeping your finger on the pulse of continually evolving customer needs and demands can be overwhelming, when every customer wants to feel valued, wants an unforgettable experience, with every interaction leaving a positive impact. I look forward to joining KAM on their mission to inform, inspire and challenge the UK hospitality industry, by putting insight at the heart of our discussions.

Check out our Knowledge Hub (free and premium options) to access the latest Hospitality trends and insights.

Want more industry trends and insights?

KAM blog | Competitive Socialising

Competitive Socialising or ‘experiential leisure’ is a key growth area for the industry, driven by consumer demand for novel and engaging ways to connect with others, these venues are reshaping the landscape of social entertainment, and with it, the UK hospitality sector. Our latest blog takes a look at who’s using these venues… Read more

KAM case study | Borough Market

Our recent project with the iconic? Borough Market was a DREAM! The team wanted a deeper understanding of who visits the Market –?to re-visit and refresh their current customer segmentations and shape future strategy. Read more .

KAM research report | Family Dining

Back by popular demand! This was our most popular report from 2022 and now it’s back to see what’s changed. Find out what families (adults AND kids!) want from hospitality venues when dining with young kids - coming very soon! Register your interest.

KAM blog | A focus on menus

Blake Gladman , Strategy & Insights Director at KAM, highlights that menus are one of the most impactful in-venue tools for influencing customer behaviour, with customers telling us that if pubs, bars and restaurants improved their food and drink menus it would encourage 34% to visit more often! Read more.

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