Gen Z and the experience economy: how hospitality is evolving in 2025
In this recent article for the Morning Advertiser, James Dodd, Business Agent - Pubs & Restaurants, discusses how bars, restaurants and hospitality venues are evolving in response to the needs of Gen Z consumers.
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The hospitality sector is undergoing significant transformation in 2025, and the changing preferences of Gen Z consumers have a key part to play. No longer satisfied with traditional food and drink offerings, younger customers are seeking personal, immersive, and shareable experiences, choosing hospitality venues which offer them something unique. This generational shift in behaviour is reshaping the landscape for pub and restaurant operators across the UK.
As highlighted in our Pubs & Restaurants Market Review 2025, the market remains resilient despite wider economic challenges, and the demand for pub and restaurant sites across the UK continues to grow, underpinned by a rising appetite for experiential leisure.
Gen Z, those born roughly between the late 1990s and early 2010s, are now a dominant consumer group, and hospitality venues which surprise, delight, and connect with communities are leading the way in attracting and retaining these younger audiences. From mixology masterclasses and themed pop-ups to competitive socialising activities and curated events, the most successful operators are those creating spaces which are not only well-located, but also well-lived in, and delivering memorable moments.
Digital integration plays a big role too. Venues which offer seamless online booking, personalised recommendations, app-based loyalty perks, and social media-friendly environments are thriving. ‘Instagrammable’ spots promote themselves, with happy customers becoming brand ambassadors and spreading the word on their own platforms.
Operators are responding by enhancing their offerings, putting the focus on ambiance, event programming, and service quality. And we are seeing a notable rise in demand for low and no-alcohol drink options, prompting the diversification of drinks menus to meet evolving consumer needs.
We are also seeing consistently high levels of interest in hybrid hospitality venues which combine food, drink, entertainment and overnight accommodation, which offer guests a truly immersive experience. Gen Z consumers are, typically, less loyal and are happy to try new concepts to experiment with something different.
For operators, investors, and developers, this shift presents an exciting opportunity to be the next ‘big thing’...
Click here to read the article in Morning Advertiser online.
For more information or for a confidential chat about your hospitality property, disposals or acquisitions, contact James Dodd, Business Agent – North West, at James.Dodd@christie.com or +44 7561 114 985.