Why Emotional Value is the New Currency in Hospitality & Leisure
In our 2025 Hospitality & Leisure Marketing Insight Report, we explore how brands can stay relevant in a world where guests are spending less often but expecting more every time.
What we found is clear: emotional value now outweighs price. People aren't just looking for things to do - they’re looking for moments that matter.
That’s why this year’s report puts the spotlight on Category Use Occasions (CUOs). These are the real reasons behind every visit - from post-work wind-downs to sensory dining trails or intergenerational brunches.
CUOs help brands tap into the emotional and behavioural drivers of their audiences. They allow you to evolve, not reinvent, to stretch into new, relevant occasions that deepen your brand’s presence in people’s lives.
In a market shaped by rising expectations, selective spending and the pressure to deliver ‘Instagrammable’ experiences, CUOs offer a smarter way to grow.
When you understand why people come to you - and more importantly, why they could, you unlock new reasons for them to return, tell others and spend more meaningfully.
The report also highlights five shifts reshaping hospitality and leisure in 2025:
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Experience is still everything, but it must feel like a treat, not a transaction.
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Personalisation is the new baseline from curated content to context-driven offers.
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Digital-first journeys are essential guests want ease, speed and control.
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Local relevance drives loyalty people connect more deeply with brands rooted in place.
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Purpose matters more than ever especially to younger audiences who buy with their values.
These insights aren’t just theoretical. We showcase how brands like O’Neill’s harnessed cultural trends to build hype around St Patrick’s Day, how Wagamama swapped discounts for cinematic storytelling to connect with younger diners, and how Chester Zoo used emotional storytelling to create lasting loyalty.
So, what does this all mean? It means your brand’s next phase of growth won’t come from louder ads or deeper discounts - it’ll come from becoming more meaningful. From building emotional resonance, stretching your CUOs and curating experiences people want to share, not just consume.
Now’s the time to stop selling services and start selling significance. Guests don’t just want value for money; they want value for emotion. If you can deliver that, they’ll come back again and again - and bring others with them.
Let's turn one-off visits into lasting rituals. The opportunities are right in front of us.
Let's make 2025 the year we turn visits into rituals and customers into advocates.