In an age where every customer journey begins with a screen tap or scroll, the way hospitality businesses connect digitally has never mattered more.
A few weeks ago, KAM’s Katy Moses was invited to speak at the The National Restaurant, Pub & Bar Show, sharing insights on how pubs, bars and restaurants can build stronger digital connections with their guests. Drawing on the latest findings from KAM’s “Pub Roadmap”, Katy explored the evolving customer journey, from online discovery and booking to post-visit feedback, and what operators can do to stay relevant in a fast-changing digital world.
What Does the Modern Hospitality Customer Journey Look Like?
Today’s hospitality customer journey is no longer linear; it’s digital, dynamic and deeply emotional. Research from KAM shows that guests interact with multiple digital touchpoints before ever walking through the door.
From online search and social media engagement, to booking and feedback, every digital interaction shapes a customer’s perception. When a website feels outdated, reviews go unanswered or the booking process isn’t seamless, potential visitors simply move on.
The digital journey is now the first impression – and it starts long before the first drink is poured.
Why Emotional Connection Drives Loyalty in Hospitality
At its heart, hospitality has always been about people, not transactions. KAM’s research reveals that 1 in 3 customers feels emotionally connected to a pub or hospitality brand, and these emotionally connected guests are more loyal, spend more and recommend their favourite venues to others.
The secret? Authenticity, inclusivity and honesty. Today’s guests, especially Millennials and Gen Z, want to know what a brand stands for. “Glass box marketing” means everything from company values to customer care is visible to everyone.
Brands that act like friends and not faceless businesses are the ones that build loyalty that lasts.
How Digital Discovery Is Changing Where Customers Choose to Eat and Drink
For the first time in 17 years, online search has overtaken word of mouth as the number-one way people decide where to eat or drink.
When researching venues, guests look for three key things:
- Menus (54%)
- Reviews (42%)
- Prices (34%)
Guests make decisions quickly online, so ensuring these are visible can make all the difference in turning interest into a visit.
And as social media continues to evolve, it’s become the modern form of word of mouth where recommendations, photos and shared experiences influence potential customers in real time.
How Social Media Now Shapes Hospitality Choices
Social media isn’t just for awareness, but it drives real visits and revenue. Our data shows:
- 26% of UK adults follow a hospitality brand (rising to 38% among 18–34s)
- 80% of UK adults spend 2+ hours daily on social media
- 12% have made an impulse visit after seeing a post
Customers respond most to posts that are authentic, visual, and emotionally engaging. Storytelling, behind-the-scenes moments, and relatable humour often outperform hard-sell promotions.
Best Social Media Strategies for Restaurants, Bars, and Pubs
To thrive online, hospitality brands can focus on three key principles:
- Entertain and engage: Share stories, humour and everyday moments that capture your venue’s personality.
- Trust your team: staff-generated content feels genuine and builds trust with audiences.
- Respond to everyone: Whether it’s praise or criticism, showing you’re listening builds authenticity.
Platform insights
- Instagram: Perfect for visual storytelling, food photography and engaging younger audiences through Reels.
- Facebook: Best for local events, updates and connecting with older demographics.
- TikTok: Explosive growth potential for creative, trend-driven content.
Above all, consistency matters more than perfection. Posting regularly, even simple, authentic content, helps create an ongoing conversation with your community.
The Power of Gen Z: How Employees Can Supercharge Digital Marketing
The next generation of marketers is already on your team. Gen Z employees understand social trends, tone, and what resonates online.
By giving them a voice (within clear brand guidelines) they can become your most powerful digital brand ambassadors. Their creativity and authenticity bring your brand to life in ways that resonate with today’s audiences.
Empowering younger team members isn’t just good for marketing; it’s how we keep hospitality’s spirit relevant, inclusive and connected for the future.
How to Use CRM and Personalisation to Drive Repeat Visits
As an industry, we all know how valuable it is to understand our guests and communicate with them in a meaningful way. Building and segmenting a customer database helps us personalise offers, recognise loyalty and strengthen those lasting relationships that keep guests coming back.
Even in 2025, email marketing continues to deliver results with 12% of customers saying they’ve visited a venue after receiving an email. That’s a reminder that sometimes, the simplest tools still make the biggest impact.
Personalisation and timing make all the difference. Whether it’s a birthday reward, a local event invitation or a tailored offer based on visit history, small, thoughtful touches help guests feel genuinely valued. Keeping messages short, warm and authentic ensures they resonate.
Why Online Booking and Reviews Matter More Than Ever
In today’s connected world, convenience and credibility shape every guest decision.
Almost half of guests (49%) say they’re frustrated when they can’t book online, and 15% have experienced issues with digital reservations in recent months. As younger audiences increasingly prefer to plan and book digitally rather than call, it’s clear that a smooth online booking journey has become a must-have part of the guest experience.
Reviews play an equally powerful role.
- One in five guests checks review sites before booking
- 38% have left a review in the past three months
- Yet only 17% of operators see reviews as a key influence on decisions.
There’s a clear opportunity here for all of us as an industry. Responding to reviews, both positive and negative, shows authenticity, builds trust and improves online visibility. Creating quick, mobile-friendly ways for guests to share feedback, or offering small loyalty rewards for doing so, helps strengthen that valuable two-way connection.
Key Takeaways: Building Stronger Digital Connections in Hospitality
Today, digital and in-person experiences go hand in hand. Every touchpoint shapes how guests feel about our brands.
To build genuine guest loyalty in 2025 and beyond, focus on three guiding principles:
- Be authentic – Let your venue’s real personality and values shine through every online interaction.
- Be responsive – Listen, reply and engage with guests’ feedback to show that their voices matter.
- Be consistent – Maintain a steady, approachable digital presence so guests always know what to expect.
Interested in understanding your category, consumers, customers or employees a little better? Take a look at other work we’ve done and get in touch to see how we can help you.
