9 Trends to watch out for this summer in the hospitality sector

Following our last post on industry trends in 2024, we’d like to shed light on specific summer trends to look out for this year.

Traditional, annual events such as wedding and festival season are evolving into something new, whilst trends in veganism and outdoor experiences are on a steep incline.

1. Outdoor dining experiences

It’s safe to say that after a long winter and temperamental spring, consumers are likely to take full advantage of warmer temperatures and sunnier skies this summer (unless you are in the UK of course, where it is most certainly an unpredictable summer!).

Outdoor dining experiences and activities are set to see significant growth. OpenTable’s research revealed 65% of Brit’s voted for pub gardens as their most sought-after venues for outdoor dining amongst Brits, followed by waterfront restaurants.

What’s more, millennials are entering their prime spending era, and with millennials demanding more experiential events from venues, outdoor dining spaces and experiences are on the rise.

2. Festival Season

Summer is notorious for festivals, particularly in the UK. While various sources have noted that some festivals are struggling thanks to rising costs, the industry is set to thrive this summer, with a third of festival-goers saying they intend to visit more festivals in 2024.

A report shows that food and drink vendors providing free samples to mitigate the increased cost at festivals will help generate more sales and trust amongst attendees. Vendors should also consider their eco-friendly pledges, as 32% of festival-goers now have an increased concern with sustainability.

The catering industry, particularly pop-ups and food trucks, can benefit hugely from this demand on outdoor festivals and events.

3. Weekend weddings

Peak wedding season usually takes place within June, July, and August, creating a larger demand on an already busy season.

From venue booking to organising catering, many corners of the hospitality industry will be touched by the wedding season during the summer.

Becoming inspired by other cultural traditions, the UK is beginning to adopt longer wedding festivities, with the search term “weekend wedding venue” increasing by 50%. We can likely expect to see more of these multi-day style events during the summer of 2024, with venues being advised to build weekend weddings, hen and stag parties into their package offerings.

4. Wellness

The idea of wellness is nothing new, but the trend will bring more emphasis on health and well-being this summer. From an increase in intermittent fasting diets to the popularisation of sleep tourism, consumers want to feel like they are prioritising their physical and mental health this summer.

Yoga tourism is becoming increasingly popular, with the market growing at a steady 5.8% compound annual growth rate. The summer of 2024 is likely to see a large demand for exotic yoga retreats and activities, with new versions of the ancient practice sprouting up all over the world.

5. Contactless technology

A combination of post-pandemic health anxiety and an increasing desire for convenience, trends in contactless technology are still consistently on the rise.

From touch-free hotel check-in processes
to pay-at-table options in restaurants and bars, consumers are seeking more autonomy in their hospitality experiences during the summer of 2024.

6. Sporting events

The summer of 2024 is full to the brim with major sporting events including The Olympic Games that start on July 26th, the T20 Cricket World Cup, and the recently finished Wimbledon, and UEFA Euros 2024. It’s been reported that pubs received an estimated £120m boost during the Euro’s alone.

Sporting events have a unique power in gathering individuals to celebrate a collective passion. It is unsurprising that major sporting events have a direct, positive impact on local hospitality businesses; pubs and sports bars will massively benefit from the events just by screening them.

Equally, the demand that these events create can put strain on businesses to keep up, especially as summer is known to be one of the hardest seasons to recruit in the hospitality industry.

7. Sustainability & ‘Real’ food

Consumers value sustainability more than ever.

As the majority of purchasing power gradually shifts away from Baby Boomers and toward millennials, the hospitality industry should keep this key value of sustainability in mind.

With rising trends in sustainability and a collective goal to make the hospitality industry net zero by 2040, we can expect to see a continued increase in combating food waste, eliminating single-use plastic and restaurants endeavoring to source as much local produce as possible.

The demand for real food and hard push-back on processed ingredients will continue to rise throughout the summer of 2024, particularly as social media content creators who champion a ‘real food’ diet gain popularity.

8. Artificial Intelligence

Artificial Intelligence is a huge topic in a lot of industries now, and hospitality is no different.

Streamlining services and maximising efficiency is the name of the game, so many businesses are implementing new AI tools in their business.

To prepare for busier summer months in 2024, a useful tool amongst hoteliers is reputation management intelligence.

Leveraging the fact that most travelers religiously check reviews before booking a room, hotel owners can use an AI-powered service to collect and streamline external reviews into one platform. This enables them to spot trends and adjust their offer accordingly.

AI can also be used to champion sustainability in the restaurant industry, another important consideration for hospitality in 2024. To combat food waste, in which hospitality is responsible for 10% of annually, restaurateurs can utilise AI services to adjust stock levels based on demand.

9. Veganism and plant-based diets

According to sources, 2024 will be the most vegan year to date.
The increasing popularity of this diet is giving rise to more innovative food, such as vegan sea-food and the use of mushrooms as meat alternatives.

To align with trends surrounding real food, look out for more businesses championing real food this summer and avoiding ultra-processed foods (UPFs) which are usually typical of a plant-based diet.


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