Trends expert Pierre Nierhaus highlights the importance and resilience of the hospitality industry in his new trends report 2025/26. Although 2024 was a mixed year, the hospitality industry is on track to regain its former strength as a driver and engine of society, despite significantly increased costs and difficult conditions. Guests are driving a growing focus on regionalism and sustainability, trends that are only reinforced by social media. Expert Pierre Nierhaus has identified the key trends under ten headings.

Personalised gastronomy

Here, the focus is on individuality, experience and genuine emotions. The idea is to make going to a restaurant an experience and a lasting impression.

Food

It is important that the offer is sustainable and natural. Customers want transparent, fresh and authentic food, while restaurateurs focus on simplification through automation and artificial intelligence. Plant-based dishes and collaboration with local producers are at the heart of the focus.

Drinks

Alongside healthy food, the market for healthy and functional drinks is now booming. Non-alcoholic cocktails, beer and herbal drinks (e.g. probiotic shots) are typical of the trend towards conscious drinking, showing that non-alcoholic drinks can also offer a unique taste experience. The consumption of craft beers will continue to be popular, and aperitif culture and long drinks will also be prevalent.

New snacks

Snacks have become an almost independent and versatile staple in everyday life. Snackification is a lifestyle where small, convenient portions replace traditional main meals – in a healthy and sustainable way. Burgers, for example, are playing a prominent role, with new varieties such as the smashburger and the organic kebab gaining popularity.

New guests

As society changes and trends emerge, the target group of the catering market is changing. Aspects such as smaller portions, pleasant acoustics, easy-to-read menus and age-appropriate service are becoming increasingly important. Younger generations such as Generation Z and Alpha expect a hybrid experience with a seamless combination of digital and analogue services. There is also growing demand for barrier-free restaurants and offers for allergy sufferers.

International market

The international hospitality market is characterised by new, innovative concepts and global expansion (e.g. Ikea’s stand-alone restaurant in London). More and more restaurant chains are expanding into new countries, such as Dishroom, Sexy Fish Miami, Pret a Manger, L’Osteria and Sticks’n’Sushi. These developments illustrate the growing importance of chains joining forces and the success of global concepts.

Service & staff

This is perhaps the area where the biggest change is being felt. Traditional vocational training is increasingly being replaced by in-house training, with experienced staff acting as trainers. In the race for talent, the industry is focusing on innovative approaches such as more flexible working models (e.g. 4 day week) and individual development opportunities.

Kitchen processes are increasingly being optimised through system solutions that use prepared ingredients and increase efficiency. Despite the separation, the aim remains to maintain the quality of catering and service.

Digitalisation and AI

Although this can be said for any sector, the hospitality industry is also undergoing a digital transformation, with AI playing a central role. Digital tools and platforms are enabling a whole new way of engaging with customers – ordering and paying via smartphone. Smart kitchen tools and platforms such as Tastewise optimise workflow and menu planning, while dynamic pricing adjusts prices to demand and availability in real time. Automation is supported by voice assistants, QR codes and touch-free systems, while virtual concepts such as augmented reality enrich the guest experience.

Home office

With more and more people working from home, catering faces challenges. Fewer employees are now using canteens, but there are higher expectations of quality and healthy choices. This offers an opportunity for repositioning, in particular by making catering part of the employer brand (e.g. Google, SAP). In addition, many employees still prefer less healthy, classic meals.

Travel and hotels

The travel and hotel industry is changing due to new guest demands and a dynamic market. High-quality hospitality is increasingly seen as a key element of experiences and storytelling. Digital technologies such as contactless check-in and robotic assistance are gaining ground. When choosing a hotel, the location itself and the experiences it offers play a key role (especially for Generation Z). Sustainability, green hotels and local cuisine are also becoming increasingly important. Short breaks and sustainable holidays are in demand, while cities such as Amsterdam and Venice have been forced to regulate tourism (Gastro Trendreport).