The New Rules of Influence: Hospitality Reimagined for 2026

NEW YORK, NY – January 14, 2026 – The traditional gatekeepers of taste are being dethroned. In the world of hospitality, the most powerful recommendation no longer comes from a glossy magazine or a paid influencer, but from a friend. A new forecast for 2026 reveals a seismic shift in consumer behavior, where trusted peer validation and visual social media have become the dominant forces shaping how we eat, drink, and travel.

The findings come from the 2026 Hospitality Forecast, a report released by Rachel Harrison Communications (RHC), an Inc. 5000-recognized PR firm. After surveying a mix of over 200 industry leaders—from James Beard Award-winning chefs to global hoteliers and journalists—the results paint a clear picture of a new landscape. "This is the roadmap we'll use to support the world's most dynamic hospitality brands through storytelling in 2026," said Rachel Harrison, founder of RHC, in the report's release. "This is where our next year of work begins."

The End of Influence as We Know It

The report's most striking revelation is the dramatic change in the hierarchy of influence. An overwhelming 58% of industry leaders surveyed cited friends or word-of-mouth as the primary source of discovery for consumers. This figure stands in stark contrast to traditional media, with magazines influencing just 27%, and social media creators or influencers lagging far behind at a mere 10%.

This shift signals a deeper consumer trend: a growing skepticism towards polished advertising and a powerful craving for authenticity. In an era of digital saturation, recommendations from a trusted peer carry more weight than a sponsored post. This trend is corroborated by broader market analyses from firms like Deloitte and PwC, which have consistently noted a decline in trust for traditional advertising and a rise in the power of social networks and community-driven reviews.

However, this doesn't mean social media is irrelevant. On the contrary, 66% of respondents identified visual social storytelling as the leading force shaping culinary culture. The key distinction is the source of that story. Consumers are increasingly drawn to user-generated content—the unvarnished, visually compelling experiences shared by friends and fellow travelers on platforms like Instagram and TikTok. For hospitality brands, the implication is clear: marketing success in 2026 hinges not on buying influence, but on fostering genuine advocacy and creating experiences so remarkable they demand to be shared.

The Future on the Menu: From Japanese Whisky to Casual Fine Dining

The evolution in consumer behavior extends directly to what’s on the plate and in the glass. While Tequila was the undisputed spirit of 2025, driven by premiumization and celebrity saturation, the forecast points to new challengers. Nearly one-fifth (19%) of experts predict Japanese Whisky will surge in popularity, bringing with it a greater appreciation for complex Asian flavors like yuzu, matcha, and pandan in cocktails.

Cocktail culture itself is becoming more sophisticated, moving beyond simple flavor profiles to embrace texture and technique. Mixologists are experimenting with foams, fat-washing, and clarification to create drinks with unique mouthfeels. While ready-to-drink (RTD) options remain relevant, the survey notes a paradox: 76% see them as a lasting trend, yet only 27% would order one at a bar, suggesting a clear demarcation between convenience at home and experience when out.

Perhaps the most significant shift is the embrace of mindful drinking. A remarkable 69% of respondents believe low- and no-ABV cocktails are defining the current drinking experience, with 88% expecting that growth to continue. This has given rise to behaviors like "zebra striping"—alternating between alcoholic and non-alcoholic drinks throughout an evening. This isn't just about abstinence; it's about moderation and choice, a trend widely confirmed by market analysis firms like IWSR, which projects continued multi-billion dollar growth in the no/low alcohol sector.

This desire for high-quality, approachable experiences is also reshaping dining. The report predicts that casual fine dining will be the fastest-growing category, with 60% of leaders pointing to its blend of Michelin-level execution and informal formats. Diners want exceptional food without the stuffiness of traditional white-tablecloth establishments. This is fueling the rise of chef-led pop-ups, supper clubs, and hyper-specific global cuisines, from Basque to Georgian, in relaxed, neighborhood settings.

Wellness as the New Currency

Underpinning many of these trends is an overarching focus on well-being that now profoundly influences consumer spending. The forecast highlights that investment in wellness continues to outpace alcohol, with mental health remaining the leading conversation driver for 80% of respondents.

One of the most forward-looking predictions centers on nutrition. Following protein's dominance in 2025, the report anticipates that fiber will become the next hero nutrient. This shift is seen as a direct response to the widespread adoption of GLP-1 medications like Ozempic and Wegovy. As these drugs reduce appetite, users are becoming acutely aware of the need for nutrient-dense, high-fiber foods to promote satiety and digestive health. This is expected to create a ripple effect across the food industry, from CPG products to restaurant menu design.

The wellness wave extends into biohacking, nervous system regulation, and AI-powered personalization. Consumers are increasingly tracking biomarkers and seeking solutions for stress management (a priority for 53%) and community connection (46%). This holistic view of health is not just about diet and exercise; it’s about optimizing physical and mental performance.

Redefining the Getaway

The way we travel is also being reshaped by these new priorities. The forecast indicates a move away from the single, long annual vacation towards shorter, more frequent trips, a pattern noted by 43% of experts. This "micro-cation" trend, often enabled by flexible work arrangements, favors immersive and unique experiences.

When it comes to accommodation, boutique hotels are the clear winner, preferred by 51% of respondents for their intimacy, personalized service, and distinct sense of place. Travelers are seeking authenticity and a connection to the local culture, something larger chains often struggle to provide. While sustainability is considered "somewhat important" by a majority (57%), it is not yet a primary decision-driver for a significant portion of travelers (33%).

Instead, wellness is becoming a key differentiator in travel. The report highlights growth in wellness and retreat travel (31%), alongside adventure (26%) and culinary-focused journeys (13%). This translates directly into hotel amenities, with a rising demand for in-room features like air purifiers, yoga mats, and products that support sleep and restoration. The modern getaway is no longer just about seeing a new place; it's about returning home feeling renewed, reflecting a world where personal well-being is the ultimate luxury.