What is the key to thriving in an industry where guest expectations evolve at lightning speed? The answer lies in leveraging data, embracing personalisation, and harnessing technology like AI to craft experiences that captivate and inspire. In 2025, the UK hospitality industry is set for another year of transformative growth. To remain competitive, businesses must align with emerging hospitality marketing trends, staying agile in a dynamic landscape. Let’s explore the pivotal trends shaping the future of hospitality marketing and uncover actionable strategies to keep your business ahead of the curve.
Personalisation Through AI and Data Analytics
Personalisation remains a cornerstone of effective marketing. In 2025, advanced AI tools are enabling hyper-personalised experiences, from tailored email campaigns to customised booking journeys.
A report by Statista highlights that 74% of customers in the UK prefer brands that personalise their interactions. Tools like chatbots and recommendation engines powered by AI allow businesses to offer seamless and intuitive services. For example, AI can suggest room upgrades or local experiences based on a guest’s previous preferences. Personalised marketing ensures deeper engagement and loyalty, making it a top priority for marketers.
The Importance of Localisation
As international travel rebounds post-pandemic, domestic tourism remains strong. Marketing campaigns in 2025 are focusing on local culture, heritage, and community engagement.
For instance, Luxe Hospitality Group’s The Orford Hotel in Warrington has successfully positioned itself as a community hub by hosting local events, quizzes, and promoting its history. Marketing strategies that celebrate local traditions, cuisines, and stories resonate with travellers seeking authentic, local experiences. Tailored local campaigns on social media and search engines can also amplify this impact.
Social Media Commerce and Influencer Marketing
Social media platforms are evolving into powerful sales channels. Instagram and TikTok’s shoppable features allow users to book directly from posts or stories. Leveraging influencer partnerships also remains critical. A 2023 survey by Statista indicates that 84% of UK Generation Z followed influencers. The same was true for over two-thirds of millennials.
For hospitality marketers, collaborating with micro-influencers who have niche and engaged audiences can deliver significant results. Creating authentic, user-generated content and hosting live events on platforms like Instagram Live further enhances customer trust and interaction.
Sustainability as a Marketing Advantage
Sustainability has shifted from being a trend to a fundamental expectation. According to Booking.com’s 2024 Sustainable Travel Report, 71% of global travellers are more inclined to book eco-friendly accommodation. In the UK, green certifications and sustainable practices—such as reducing single-use plastics and sourcing locally—are no longer optional but essential.
Marketers can highlight these initiatives through compelling storytelling, visuals, and partnerships with eco-certification bodies. Campaigns that focus on sustainability not only appeal to eco-conscious travellers but also enhance a brand’s credibility and trustworthiness.
The Rise of Experiential Marketing
Today’s travellers crave memorable experiences. Experiential marketing, which immerses customers in branded events or unique activities, is gaining traction.
The UK market is seeing an increase in demand for bespoke offerings like wine-tasting events, immersive dining experiences, and wellness retreats. A study by Eventbrite notes that 77% of millennials prefer spending money on experiences rather than material goods. By integrating these experiences into marketing campaigns—through video content, virtual previews, or influencer collaborations—businesses can create a buzz that drives bookings and brand loyalty.
The Shift Towards Direct Bookings
While OTAs remain a significant booking channel, hotels and pubs are investing in strategies to encourage direct bookings. Exclusive discounts, loyalty programs, and simplified mobile booking experiences are among the top methods.
Marketers can promote direct bookings through email campaigns, social media advertisements, and remarketing strategies. A Skift survey reveals that 55% of travellers prefer to book directly with hotels when possible, highlighting the importance of an optimised, user-friendly website. Loyalty programs that reward repeat bookings also play a pivotal role in securing long-term customer relationships.
Hospitality Marketing Trends: Final Thoughts
The hospitality industry in 2025 will be defined by innovation and a deep understanding of consumer behaviour. Marketers play a pivotal role in not just recognizing trends but strategically leveraging them to craft campaigns that deeply resonate, inspire loyalty, and drive lasting impact. By staying agile and embracing change, businesses can turn challenges into opportunities and set new benchmarks for success in hospitality marketing.
For more insights about hospitality marketing trends, stay updated with our channels and follow Luxe Hospitality Group’s journey as we continue to reinvent the hospitality, the Luxe way!
Anoop Singh
Marketing Director
Luxe Hospitality Group (NW) Limited
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