Hospitality in 2026: Adaptation is key

As the UK hospitality sector surveys the coming year, the feeling is one of cautious adjustment rather than dramatic change. After several years of disruption, many businesses are focused on financial stability while adapting to new expectations from customers, the government, and market conditions. 2026 is likely to be shaped by how well businesses balance overlapping pressures – from technology and changing habits to various forms of risk.

Closing the gap between wellness and healthcare

Wellness has been a hospitality trend for many years, but as customers become more health conscious, 2026 will mark a shift away from indulgence and a move toward more specific, measurable outcomes. Rather than simply offering a spa treatment or relaxation space, operators are increasingly being asked to demonstrate how their wellness offers support long-term health. 

Speaking at December’s Boutique Hotel News Trends 2026 webinar, Eva-Maria Hasenauer of Lanserhof Group described how some guests now expect evidence-based wellness, clear objectives, and credible expertise rather than generic wellbeing claims. In practice, this might mean a hotel designing a stay around sleep optimisation, using lighting, nutrition, and structured routines. 

The challenge is to avoid fads such as the IV drip from a few years ago, which had little evidence to back up its claims. As the distance between wellness and healthcare becomes ever smaller, scrutiny from guests and regulators is only set to increase. And with the extra responsibilities attached, the need for appropriate insurance cover will be key. 

Increased threat of cyber attack

Another big effect that AI and digitalisation has had on the industry is increasing its exposure to cyber risk. Businesses across the industry collect a lot of customer data and rely on connected systems; from booking platforms and CRM tools to digital payments and loyalty schemes – which creates more entry points for hackers to target. Recent high-profile UK and global incidents have shown how quickly a breach can disrupt operations and erode trust, with major brands such as M&S forced into system shutdowns and recovery methods after ransomware style attacks. Jeremy Clarkson said that his accounting system was also the victim of a £27,000 hacking theft. 

These high profile attacks, increasingly assisted by AI, have created significant knock-on costs, including compromised loyalty programme records, third-party data handling failures, as well as remediation required after incidents linked to payment card fraud. While AI is also helping provide protections, it makes cyber basics like access controls, patching, supplier checks, and rehearsed incident response ever more important.

Climate risks superseding sustainability ambitions

After another year involving cyber-attacks, unpredictable costs and tax rises, risk is now firmly a boardroom rather than compliance issue. Howden’s Ha Young Jung, speaking at the Boutique Hotel News webinar said climate resilience is also gradually overtaking sustainability ambitions. This year will see businesses assessing and prioritising exposures, then investing in mitigation and tested emergency plans to support their long-term insurability, backed up by expert advice.

The rise of the ‘why’ trip

Alongside technological change, guest motivation itself is shifting. Travel in 2026 will be increasingly shaped by purpose rather than novelty, with people asking why they are travelling, not just where they are going. For some, that might mean rest and recovery, for others it’s connecting with nature or cultural immersion. This will influence how hospitality businesses design experiences – from curated local food partnerships to programming that reflects place, heritage and community. Hotels, restaurants, and venues that can tell a clear story about what they offer beyond accommodation or service are likely to stand out in a crowded market.

A great example of this is Chuku’s, the world’s first Nigerian tapas restaurant and winners of our recent £10,000 Budget Support Competition. Founded by siblings Ifeyinwa and Emeka Frederick, it has managed to create “a little slice of Lagos in London” and they’re   using the prize money to grow their business and introduce more people to Nigerian cuisine.

The fastest adapters will lead the market

As technology seeps ever deeper into society, 2026 will reward those who are tech- savvy and can adapt quickly. On the flip-side, risk is also increasing. Whether responding to AI-driven discovery, wellness expectations or climate change, the strongest businesses will be those that plan early and seek informed advice… particularly where operational decisions intersect with risk and resilience.

Your business is built on great service. Ours is too.

At Howden, we understand that hospitality is all about people - guests, staff, and the experience you deliver every day. Whether you run a restaurant, hotel, or bar, we provide handcrafted hospitality insurance designed to protect what matters most: your people, your income, and your reputation.

While we manage the risks, you can focus on what you do best, delivering memorable experiences to your customers.