Guests today are becoming increasingly selective about where they spend their money, seeking memorable experiences and genuine connection.
This became particularly evident during the judging process for the BII’s Licensee of the Year Awards 2026, when Proinsight independently assessed the guest experience being delivered by quarter finalists, through a series of mystery shopping visits. These visits are central to the award’s judging process, providing a customer perspective to the process.
Across the UK hospitality sector, operators continue to navigate rising costs, changing consumer behaviours and increased pressure on discretionary spend. Industry reports show that 39% of consumers are consciously spending less in venues, at a time when many operators face significant financial pressures. Yet, despite these challenges, what was consistently clear throughout the judging process was that the venues creating notable guest experiences were standing out.
Research also shows that 73% of consumers have visited a pub or bar more than once a month over the past year, demonstrating that demand remains incredibly strong. But guests are becoming more selective about where to return to. While quality food, drink and operational execution naturally matter, the strongest operators understand something deeper: hospitality is about emotion.
The venues that stood out during the judging process were not always the biggest brands, the most polished or the highest-spending. Instead, they were the businesses where teams created moments that felt personal, memorable and authentic.
One standout moment during judging perfectly captured this: a busy venue delivered good food, efficient service and strong operational standards throughout the visit. But what transformed the experience came right at the end. As the guests prepared to leave, a team member overheard a couple discussing a celebration for later that week. Completely unprompted, the server returned moments later with a handwritten note from the team, wishing them a wonderful celebration and recommending a local hidden gem nearby for cocktails afterwards.
It took less than 30 seconds. There was no upsell, no script and no operational KPI attached to it — yet it became the defining memory of the entire visit.
That’s the power of genuine hospitality.
Mystery shopping often highlights the moments operators don’t see. Businesses can deliver excellent standards operationally, but unintentionally create experiences that feel transactional rather than engaging. The reality is that guests remember how a venue made them feel long after they have forgotten what they ordered.
Deborah Jones, Senior Client Success Manager at Proinsight, who has over 20 years’ experience working operationally within hospitality, including as a former licensee, explained: “The businesses that really stand out are rarely relying on huge gestures. It’s the consistent human moments that guests remember — feeling welcomed, recognised and genuinely valued.
“What mystery shopping often reveals is the gap between the experience operators believe they’re delivering and what guests are actually feeling in real time. That’s where the real opportunities sit. Operators are incredibly busy and surrounded by more data, feedback and operational pressures than ever before. Our role is about helping cut through that noise — highlighting the trends, recognising the brilliant things teams are doing well, and identifying the quick wins that can make the biggest difference to guest loyalty and repeat visits.”
Importantly, the judging process also reinforced that exceptional hospitality does not necessarily require significant investment. Some of the strongest experiences come from engaged teams simply delivering warmth, personality and consistency throughout the guest journey. In today’s market, guest experience has become the most valuable competitive advantages.
