📌 February Strategic Update

Exclusive Hospitality Marketing Insights for February 2026 includes Demand Trends, Strategic Updates and more…

Part of our VIP Hospitality Marketing Monthly Strategic Update series

🌞 Hello and welcome to Hospitality Marketing Insight. I’m your host, Dawn Gribble.
In this February update, we’re exploring where guests are still willing to spend, what’s quietly influencing their choices before they book or order, and how platform pricing pressure and behaviour patterns are shaping demand as the year gets underway.

A clear pattern is emerging in hospitality demand. Spend is still there, but it is concentrating faster, earlier, and around fewer decision signals. Social platforms are setting expectations before guests compare menus, prices, or availability, shortening decision windows and raising the cost of friction.

Behaviour data shows that value is now judged through relevance, reassurance, and ease, rather than price or prestige alone. Gen Z prioritises cultural fit and credibility. Millennials balance familiarity with reward-led indulgence. Gen X and Boomers favour clarity, trust, and low-effort …