Moneypenny survey uncovers significant gaps between the service hospitality businesses believe they provide and the experience reported by their customers.
New research from Moneypenny, the leading customer conversations company, has revealed a substantial gulf between how hospitality businesses rate their customer service and how customers actually experience it.
The research, conducted among 200 UK hospitality decision-makers and 5,000 UK consumers, found that businesses rated their performance significantly more highly across every communication channel surveyed.
The widest divide relates to social media. While 72% of hospitality decision-makers believe it meets customer expectations, only 34% of consumers agree—a gap of 38 percentage points.
Web forms show a similarly marked difference, with 70% of businesses rating them positively compared with just 38% of consumers.
Key findings at a glance
70% of consumers are likely to choose the business that responds first.
73% of hospitality businesses believe customers will try again if they do not receive a response.
Just 23% of consumers say they would keep trying.
26% of consumers would prefer support to be available between 5pm and 9pm.
35% feel more reassured when a business offers out-of-hours support.
27% are more likely to complete an enquiry or purchase.
25% are more likely to choose or remain with that business.
One in 10 consumers cannot recall a single memorable customer service experience.
The One-Shot Economy
The findings highlight the growing importance of the “One-Shot Economy”, where businesses may have only one opportunity to convert an enquiry into a booking.
Seven in 10 consumers say they are likely to choose the business that responds first. However, many hospitality businesses appear to underestimate the consequences of missing an initial enquiry.
Almost three-quarters of hospitality decision-makers—73%—believe a customer will try their business again if they do not receive a response. In reality, only 23% of consumers say they would keep trying, while many would stop or go elsewhere.
Speed, clarity and reassurance matter more than personalisation
When asked what matters most during their first contact with a business, hospitality decision-makers and consumers agreed on the importance of clarity, speed of response and professionalism.
However, the research revealed a significant difference in attitudes towards personalisation. While 85% of hospitality businesses consider it important, only 68% of consumers agree.
The findings suggest that customers place greater value on receiving a quick, clear and professional response than on whether that initial interaction feels highly personalised.
The after-hours opportunity
Although 40% of consumers say support between 9am and 5pm would best meet their needs, more than a quarter—26%—would prefer support to be available during the early evening, between 5pm and 9pm.
Offering support outside traditional working hours can directly influence customer confidence and buying behaviour:
35% of consumers feel more reassured.
27% are more likely to complete an enquiry or purchase.
25% are more likely to choose or remain with the business.
For hospitality companies, however, extending availability presents practical challenges.
The biggest barriers to out-of-hours support
Barrier Hospitality businesses
Staffing or resourcing 42%
Cost or affordability 41%
Customer demand does not justify it 21%
Technology limitations 20%
Staffing and cost are the two most commonly cited barriers, despite the clear customer demand for greater availability and faster responses.
The report also highlights a wider customer experience challenge: one in 10 consumers cannot recall a single memorable customer service experience. This demonstrates how difficult—and how important—it has become for hospitality brands to stand out.
“Guests are telling a different story”
Jesper With-Fogstrup, Group Chief Executive Officer of Moneypenny, commented:
“We spoke to a broad cross-section of hospitality businesses, from hotels and guesthouses to pubs, and what’s striking is how consistent these perception gaps are across the board.
“These aren’t isolated issues; they span the full spectrum of hospitality businesses, regardless of size or specialism. Many businesses believe they’re delivering a high standard of service, yet guests are telling a different story.
“In today’s on-demand world, where guests are driven by speed and convenience, responsiveness and real-time communication are no longer a ‘nice to have’ – they are fundamental to winning trust, securing bookings and driving growth.
“Those that fail to respond quickly risk losing customers before the conversation has even begun.”
