More customers are turning to AI when choosing where to eat and drink. For hospitality operators, it’s another reason to take a closer look at their online presence.

When was the last time you checked what customers could find out about your business online? Not just through Google or your website, but by asking an AI tool for recommendations on where to eat, drink or spend an evening.

New research from Zonal and NIQ suggests this is becoming part of the customer journey. Their latest GO Technology Report found that 19% of British consumers already use AI tools to help plan hospitality visits.

It’s an interesting development, particularly as businesses begin reviewing their marketing plans for 2027.

What information is out there?

Think about the questions potential customers might ask.

Where’s a good place for Sunday lunch? Which restaurants cater for vegetarians? What are the best options for a family celebration?

AI-generated answers may draw on information from websites, online listings, reviews and other published sources.

For operators, that makes the accuracy and accessibility of information particularly important.

Are your menus current? Are opening hours correct? Can customers easily understand what makes your venue different?

The value of a wider online presence

Your own website is only part of the picture.

Independent reviews, editorial coverage, local recommendations and social media all contribute to how a business is represented online.

From a PR and marketing perspective, this reinforces the value of developing useful content, securing credible coverage and maintaining a consistent presence across relevant channels.

It also raises questions about how effectively existing marketing materials are being used. A customer story, news feature or well-written website page may have value long after it was first published.

Another consideration for 2027

There’s no guaranteed formula for appearing in AI recommendations, and traditional search, customer reviews and word of mouth remain important.

But it’s worth testing how your business appears when people ask relevant questions, checking the accuracy of the results and identifying gaps in the information available.

At Proactive Solutions, we help foodservice and hospitality businesses bring together PR, content, digital communications and wider marketing activity.

As AI becomes another way customers discover businesses, an accurate, credible and well-maintained online presence is a sensible place to start.

Reviewing your marketing plans for 2027? Get in touch with Proactive Solutions.