Reputation has released its latest ‘Quick Take’ report on UK Hospitality, offering an in-depth analysis of more than 4.1 million online reviews from restaurants, bars, pubs and coffee shop operators nationwide. 

The report identifies key reputation performance trends, offering insights for marketers and CX professionals on how to leverage customer feedback to increase online visibility and grow foot traffic. 

Key findings include:

• Engagement Drives Review Volume: Businesses prioritising customer engagement experienced a nearly 60,000 annual increase in review volume in 2024, with a shift towards more positive feedback as negative and neutral reviews declined. This underscores the benefits of proactive customer interaction

• Kindness Matters: Customers place a higher value on how they’re treated, frequently citing kindness and helpfulness as deciding factors in their overall dining experience

• Selective Responses: Across the industry, more businesses respond to positive reviews while often leaving neutral and negative feedback unaddressed

• Visibility Challenges: While businesses keep their online profiles accurate and up-to-date, many still struggle with achieving consistent review volume and distribution

• Reputation = Revenue: Leading pub operators, such as Stonegate and Mitchells & Butlers, report a direct correlation between higher site ratings and increased sales, showcasing the revenue potential of a strong reputation

• Vocal Customer Base: There was a 2.9% increase in review volume compared to the previous year, even with fewer locations, indicating a more vocal customer base

Reputation Senior Director Chris Sparling, has made the following comments in response to the trends identified in the report:

“The hospitality industry faces significant challenges, yet there are also many opportunities. Consumers are spending more selectively, seeking memorable and eco-friendly dining experiences. Meanwhile, operators contend with rising costs, inflation and high staff turnover, leading many to adopt technology to streamline service and reach customers.

“Diners now rely heavily on reviews when choosing a venue. The report shows that as review volumes increase, so do star ratings, underscoring the importance of encouraging customer feedback. Responding to these reviews builds trust and credibility, and even small rating boosts can have a big impact.

“Soliciting feedback doesn’t have to be complicated. Quick feedback surveys through QR codes on receipts or Wi-Fi login pages can help businesses capture real-time feedback. These allow guests to share immediate thoughts, which can help boost overall review volumes.

“Engaging with this feedback shows a commitment to customer satisfaction, while ignoring it leads to missed opportunities for improvement. Whether positive or negative, each review provides a chance to connect meaningfully with customers. Addressing negative feedback, in particular, can transform challenges into positive outcomes.

“As overall review volume grows, the focus has shifted beyond just food quality – though ‘fries’ and ‘chips’ remain hot topics. More customers now highlight staff engagement, kindness, and helpfulness, showing that great service drives positive reviews and enhances a location’s reputation. All in all, the report reminds us that proactive reputation management is no longer a ‘nice-to-have’ for hospitality — it can be the difference between a thriving business and one that’s struggling to stay open.”

Reputation will be at the Hospitality Tech Expo next week, hosting a speaking session with Reputation’s senior solutions consultant, Kate Burns, who will be speaking about the importance of ensuring brand promise.

Download a full copy of the report: UK Hospitality Trends