On the horizon for 2026: Leisure and hospitality firms that know their audience will be ones to thrive
Colin Johnson · Posted on: November 25th 2025 · read
"The operators that thrive in 2026 will be those that truly understand their customers and invest wisely in what guests genuinely value"
Knowing your market, not just your product
It’s clearer than ever that the days of being a ‘generalist’ operator are over. Simply being in a good location or offering a broad ‘all-things-to-all-people’ experience is no longer enough.
The most resilient businesses will be those that are laser-focused on their core audience, whether that’s business travellers, families, adventure-seekers or wellness enthusiasts, and tailor every part of their operation to meet those expectations.
Hotels and venues catering to business travel are likely to continue performing steadily, particularly those that balance smart technology with efficient service. These operations can afford to be leaner, less labour-intensive, and focused on convenience, connectivity and value.
In contrast, leisure destinations will need to double down on experience. People booking holidays in 2026 will be looking for something personal, restorative and memorable. That means investing in activities, atmosphere and service that match a clearly defined niche, be it a yoga retreat, outdoor adventure base, or a boutique escape offering hyper-local food and culture.
Experience over excess
When times are tough, the best-run businesses with the strongest teams continue to perform. In a climate where every pound counts, guests are willing to spend but only on experiences that feel thoughtful, authentic and worth the price. Operators who understand this, and who align their investment with guest priorities, will stand out.
Final thoughts
"That’s why I think the coming year will reward focus, more than scale. Hospitality businesses that combine a clear identity, an exceptional guest experience, and careful cost management will be the ones that not only survive, but flourish."
