Latest Insight from Sona & CGA by NIQ

This year has been a pivotal year for AI developments and it's evident the technology is deepening its role in hospitality, as the Business Confidence Survey from CGA by NIQ and Sona reveals – but weak confidence about investment and knowledge are holding back productivity gains. 

The exclusive poll of leaders of more than 13,000 hospitality venues found nearly three quarters (72%) are likely to implement AI solutions in the next 12 months. Well over half (58%) agree AI will bring positive changes to the industry, while only 8% disagree. 

The survey indicates that the use of AI is currently heaviest in data and marketing. Close to half (49%) of leaders say it is helping with data-related functions like sales forecasts and reports, and 47% are deploying it in the creation of marketing materials. High numbers are also leveraging AI in reports (45%) and emails (43%). 

However, there is much less use of AI so far in many other areas of hospitality like staff shift scheduling (27%), marketing strategies (27%), HR functions (27%) and stock optimisation (12%).

Only a quarter (26%) of leaders think their business is equipped to implement AI solutions on a large scale – and the figure is almost twice as high (51%) at independent businesses, where resources and knowledge about technology are often more limited.

AI can drive dramatic improvements in productivity across hospitality, and this survey shows how leaders are increasingly aware of its benefits.

Karl Chessell, director - hospitality operators and food, EMEA at CGA by NIQ

Under-exploitation of AI is being caused by pressures on business confidence and budgets. More than half (53%) of leaders say they have been forced to cancel some investment plans this year, and just 26% of leaders feel optimistic about prospects for their business over the next 12 months. After relentless increases in inputs including labour, energy, food and drink – and the latest business rates and national minimum wage increases – leaders are being forced into difficult decisions on spending.

By making AI practical and accessible, operators unlock efficiencies in scheduling, communication and compliance, so they can focus on what matters most – delivering great guest experiences and supporting their teams

Paul Watson, VP Hospitality, Sona

The Business Confidence Survey from CGA by NIQ and Sona also highlights the need for more education about AI-powered solutions. Levels of understanding are rising, and three in four (76%) leaders say they know more about AI solutions than they did a year ago.

Nearly half (47%) of leaders learn more about solutions through online research, while 37% have been helped by technology providers. However, other potential sources of knowledge have been less used, including staff champions (27%), consultants (27%) and trade shows (12%).

This suggests an opportunity in 2026 for businesses to empower staff as AI champions, creating new roles and responsibilities that enhance careers rather than replace them.

With the right tools and training, AI can create opportunities for staff and strengthen businesses through these challenging times, particularly as we look ahead to 2026.

If you're ready to explore what agentic AI can do for your business, we’d love to continue the conversation.

About the data:
The Business Confidence Survey from CGA by NIQ and Sona drew responses from leaders at CEO, MD, chair, board and other senior management levels, with combined oversight of more than 13,100 hospitality sites. The research was conducted in late July and August 2025.