Written by Deborah Jones, Senior Client Success Manager at Proinsight Mystery Shopping
Let’s face it—2025 isn’t making things easy for the hospitality industry. With rising customer expectations, the digital shift, and soaring costs, navigating this landscape can feel like a battle. But here’s the good news: survival and success lie in one critical factor—understanding your customers better than ever before. And that’s where customer insights come in.
The Big Challenges Facing Hospitality in 2025
1. Customers Expect Perfection
Customers today don’t just want good service; they expect seamless, personalised experiences both online and offline. According to Forbes, businesses that focus on sensory experiences, personalisation, and data-driven service will stand out and earn lasting loyalty.
2. Digital is King
If your online booking system is slow, clunky, or frustrating, you’re losing customers before they even step foot in your establishment. Guests expect smooth, hassle-free digital interactions. A poor online experience, from a lagging website to an unhelpful chatbot, can send them booking elsewhere in seconds.
3. Budget Scrutiny
With rising costs, hospitality businesses need to be strategic about where they invest their time and resources. Wasting effort on things that don’t enhance customer experience is a no-go. Focus on real, actionable insights from your customer data—not the noise.
How Customer Insights Can Help You Stay Ahead
Understanding your customers at a deeper level—beyond assumptions—is key to thriving in 2025. Objective insights allow you to:
1. Stay One Step Ahead
Spot trends before they emerge and adapt faster than your competition. Customer insights give you a forward-thinking advantage.
2. Make Every Experience Feel Personal
Customers want to feel like VIPs. Use real-life insights to personalise their experience—whether it’s remembering their favourite cocktail or offering customised recommendations. This will keep them coming back for more.
3. Optimise Your Digital Journey
A seamless digital experience is just as important as a friendly face at the front desk. Use data from online reviews, satisfaction surveys, and website interactions to improve areas where you’re excelling—and where you need to level up.
The Digital Experience: A Critical Factor in 2025
In 2025, your online presence is just as vital as the in-person service you provide. A study by BrightLocal found that 87% of consumers read online reviews before booking. First impressions begin long before a guest sets foot in your door.
If your digital experience is clunky or impersonal, customers won’t hesitate to book elsewhere. With AI and automation becoming mainstream, there’s no excuse for not getting your digital game right.
The In-Person Experience: The Heart of Hospitality
While digital experiences matter, the in-person experience remains the cornerstone of hospitality. In a world that craves authenticity, here are some trends shaping the 2025 in-store experience:
1. Personalisation Through Data
Using guest data to offer tailored experiences is more critical than ever. Whether it’s remembering a guest’s room preferences or their favourite meal, these small personal touches leave a lasting impact.
2. Focus on Health and Wellness
Guests are increasingly seeking wellness-focused experiences. With life moving at a faster pace, offering services like spa treatments, fitness classes, healthy dining options, and opportunities to disconnect can elevate the guest experience.
3. Sustainability is Key
Eco-conscious guests—especially Gen Z—are prioritising brands that embrace sustainability. B-corps, companies committed to transparency and green practices, will attract these environmentally-conscious customers. Implementing sustainable practices not only appeals to this demographic but also builds a positive brand image.
The Next Step: How We Can Help
The businesses that will thrive in 2025 are the ones that truly understand their customers. That’s where we come in. Whether it’s through mystery shopping visits, customer satisfaction surveys, exit surveys, or focus groups, we help you gather the insights that matter most. These insights empower you to take actionable steps that drive loyalty, boost revenue, and enhance your brand reputation.
Want to learn more about how we can support you? Get in touch—we promise straightforward solutions to help you master customer experience in 2025.
