While hospitality in general is in the wars, experience led dining trends seem to be letting some operators off lightly.
It’s a good position to be in, given no one is exempt from the challenges caused by National Living Wage impact on hospitality margins and profitable menu design during cost pressure.
So, it’s worth understanding how experience led dining trends can support menu strategy for rising food costs, wage pressure, and jittery consumers.
Are People Willing to Pay More for Quality Hospitality Experiences?
Research and insight specialists GXE have been tracking where consumers are spending their hard-earned £££s on memorable moments, from festivals to live sport and eating out. The findings are impossible to ignore.
The UK experience economy in 2026 is now worth £112 billion a year, and an overwhelming 94% of adults attended at least one live event over the past 12 months.
The direction of travel is clear. People are choosing memories over material things, and they’re voting with their wallets. This means:
- Spending is strong, not shrinking – UK consumers are investing in experiences, with wellness, live sport and festivals leading the charge.
- The value has moved – Success is no longer measured solely by shifting a basic product any more, but cultivating the kind of immersive, emotional occasion people are craving engagement with.
This is the headline for hospitality. Consumers aren’t necessarily cutting back. But they’re getting more selective about what earns their spend – which is where attractive experience led dining trends triumph.
Why are Hospitality Businesses Optimistic in 2026, Despite the Cost of Living Crisis?
Key reasons for optimism in the sector can be identified in the following GXE Understanding the people who live for experiences stats:
- “57% would rather spend money on a good experience than buying material possessions (Barclays, 2024)”
- “1 in 3 are cutting back on everyday spending to fund experiences (Mastercard, 2025)”
- “2 in 3 would rather tell people about something they’ve experienced than something they’ve bought (Barclays, 2024)”
In fact, these findings go beyond proof of the ongoing supremacy of experience led dining trends, by also flagging advocacy.
Take Manchester competitive socialising venues and the city’s broader hospitality product as a prime example.
How Experience Led Dining Trends are Playing Out in Manchester
Walk around the streets of Manchester and you’ll soon see how operators like Flight Club, Immersive Gamebox, Junkyard Golf, Electric Shuffle, Lane7, Roxy Ballroom, King Pins, Pong & Puck, and Pitch dominate the high street.
But this isn’t to say the competitive socialising trend in the UK is the only category calling the shots.
In addition, revitalised industrial sites like Diecast, Freight Island and Mayfield Depot demonstrate how a quality tribute band one week, a Banksy exhibition the next month, and premium World Cup viewing packages in between keep it fresh.
Plus, every one of them is getting creative with experience led dining trends to chase the following prizes:
- Corporate socials
- Team building events
- Company Christmas parties
- Conference and exhibition visitors spilling out of Manchester Central and the hotels
- Fan groups celebrating their favourite acts pre- and post-show
- Every home match at the local football clubs
But the lesson travels further than Manchester. And it’s this – consumers are buying a meaningful reason to show up, besides a meal.
But There’s Just One Small Catch
It’s happening in every town and city. But it’s not happening in trouble-free conditions.
Hospitality continues to be faced with global instability and higher staffing costs following National Living Wage and National Insurance changes.
These combined factors can leave you juggling with raising prices while absorbing thinner margins – and still being expected to deliver the worthwhile experience consumers now demand.
This is where the operational side of the business earns its keep in term of:
- Profitable menu design during cost pressure, tailored for both margin and memorability
- Products sourced and bought on the most competitive terms available
- Safety and compliance expertly handled so growth doesn’t create risk
And truthfully, food strategy, procurement and compliance might not be the sexiest parts of the UK experience economy in 2026. But they empower you to fully optimise it without losing sleep.
With Consumers Paying More for Quality Experiences, Is Your Menu Supporting Your Goals?
It’s clear experience led dining trends are key contributors to the successes being earned by operators in an embattled sector.
We know consumers are willing to spend more for quality and distinctiveness. This begs the question, when did your menu last get the same strategic attention as your atmosphere, events and marketing?
The opportunity is the same for a neighbourhood café, a vibrant bar, a competitive socialising concept or a multi-site restaurant group.
Get in touch to talk ideas, food strategy or getting stuck into the detail.
