12 Digital Hospitality Stats Every UK Leader Should Know in 2025

In an industry where trends shift rapidly and guest expectations evolve faster than ever, staying informed is one of the best competitive advantages you can have. Whether you’re leading a hotel team, running a fast-paced restaurant, or developing experiences for the luxury travel market, digital transformation is shaping everything from how we attract guests to how we personalise their stay.

At Talking Hospitality, we often say that knowing the numbers isn't just about data – it's about direction. Below are 12 current and compelling stats that every UK hospitality professional should know in 2025. Consider this your go-to list for sounding smart at the next team meeting, board presentation, or networking lunch.

1. 43 percent of UK travellers now use their smartphones to search for accommodation.

With mobile-first searches becoming the norm, your digital presence must be optimised for speed, user experience and mobile conversions.

2. 60 percent of consumers use online reviews to assess affordability.

It’s not just about trust anymore. Reviews now guide real-world purchase decisions around budget and value.

3. 55 percent of UK travellers follow or engage with hospitality brands on social media.

This includes airlines, accommodation, restaurants and tourism boards. Content must entertain, inform and convert.

4. 53 percent of consumers say friend-shared reviews and photos on social media influence their travel decisions.

Word of mouth is no longer local – it’s visual, shareable and digital.

5. 78 percent of travellers say content-rich destination guides influence their booking decisions.

Strong content marketing drives visibility, engagement and intent.

6. 66 percent of Gen Z UK travellers now expect voice search and mobile key access as standard.

Contactless convenience is the new baseline for digital guest experience.

7. Digital travel sales are forecast to exceed £15 billion in the UK alone in 2025.

Online booking is no longer a trend – it is the dominant channel in British hospitality.

8. 83 percent of Millennial travellers are willing to share behavioural data for a more personalised experience.

Privacy matters, but so does personalisation. The sweet spot lies in responsible data use.

9. Just 18 percent of hospitality executives believe their brand is digitally mature.

A gap remains between innovation talk and execution. Transformation is still in progress for many.

10. Over 140 million consumers globally now research restaurants or travel online before committing.

From Google Maps to TikTok, online discovery is the new foot traffic.

11. More than half of consumers say social media promotions directly influence their travel decisions.

Deals, limited-time offers and shareable experiences are driving bookings.

12. 55 percent of travel and hospitality companies are using real-time data.

However, fewer than half actively use it for automated personalisation or AI-driven guest sentiment tracking, despite available tools.

Why These Numbers Matter

These figures reflect more than just marketing shifts. They speak to how guests think, how businesses operate, and how the sector is being reshaped. For UK hospitality leaders, embracing the full spectrum of digital tools – from content to analytics to AI – isn’t a future ambition. It’s a current necessity.

Key priorities in 2025 also include sustainable operations technology, carbon labelling, and compliance with digital tipping and EDI transparency requirements. Digital maturity now demands tech that supports people, profit and planet.

Use these numbers to benchmark where you are, inspire where you want to go, and build strategies that are based on real behaviour, not just assumptions.

If you want more insights like these, subscribe to the Talking Hospitality newsletter and follow our latest podcast episodes, where we break down the stats and the strategies that matter most.