The latest GO Technology report from Zonal, in partnership with NIQ, found 19% of consumers use tools such as ChatGPT or search engine summaries when deciding where to visit.
Join our WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day... just remember to turn notifications on in top right corner!
A further 50% said they were considering using AI as part of the decision-making process.
The report, which surveyed more than 5,000 British consumers, found 45% of those already using AI ahead of a hospitality visit used it to find reviews and ratings.
Some 43% used AI to understand average food and drink prices, while 38% used it to view menus and 35% to check opening times. Just over a quarter, 28%, used it to search for deals and discounts.
Valuable customers
The research found AI users could be valuable customers for operators, with those who trust AI more likely to visit hospitality venues more frequently and spend more when they do.
Consumers who eat out more than three times a week were 42% more likely to use AI than those who go out once or twice a week.
The report also found guests who typically spend more than £60 when going out were more likely to use AI tools, at 23%, compared with 14% of those spending less than £5 a head.
Use was highest among younger consumers, with more than a third, 34%, of Gen Z using AI to research hospitality venues.
London consumers were also more likely to use AI, at 39%, compared with 16% of those living elsewhere.
Venue discovery
Zonal chief commercial officer Tim Chapman said: “AI is rapidly becoming part of the customer journey.
“Consumers are moving beyond traditional search methods and are increasingly using AI to make more confident decisions about where to visit.”
However, established sources remained the most common ways consumers decided where to go, with 47% using recommendations from friends and family, 32% using online reviews and 25% using venue websites.
NIQ director, hospitality operators and food, EMEA, Karl Chessell said AI could become one of the most powerful tools available to hospitality consumers.
He added: “If these tools make it easier for consumers to discover pubs, bars and restaurants, AI can be a positive development. But it brings with it some major challenges, including how to ensure that outputs deliver accurate information, prioritise the right things and protect the reputation of the brand.”
