For decades, socialising followed a familiar rhythm. We met friends for dinner, marked milestones with restaurant reservations, and gifted food and drink vouchers as a safe, reliable option. A nice meal out was the default way to connect, celebrate and show appreciation.
But over the past few years, that rhythm has shifted, and it’s continuing to evolve.
As we start 2026, one thing is becoming increasingly clear: people are craving more than just a table for two. Socialising has expanded beyond the traditional dinner date, and in its place is a growing appetite for meaningful, memorable, experience-led moments. This shift is changing not only how we spend our time together, but also how we give gifts - particularly within the hotel and hospitality space.
The changing nature of social connection
The way we gather today looks very different from even five years ago. A combination of lifestyle changes, digital fatigue, and a renewed appreciation for time well spent has altered what people value when they come together.
While dining out remains important, it is no longer enough on its own. People are asking more from their social experiences. They want something that feels intentional, immersive and shareable - something that creates a story, not just a receipt.
Socialising has become less about where you go, and more about what you do together.
This shift has been accelerated by a growing desire for authenticity and connection. After years of uncertainty and disruption, consumers are prioritising experiences that help them slow down, learn something new, or reconnect - with themselves and with others.
Experiences over things - and even over meals
Trends for 2026 show a clear movement away from transactional gifting and towards high-luxury, experience-based purchases. While food vouchers once dominated the gifting landscape, consumers are now gravitating towards offerings that feel unique, thoughtful and emotionally resonant.
This doesn’t mean people are spending less - in fact, many are willing to spend more - but they want their money to buy impact, not just consumption.
A dinner voucher is enjoyed once and forgotten. An experience becomes a memory.
This is where hotels and hospitality businesses are uniquely positioned to evolve their gift offerings. With access to beautiful spaces, expert teams and a growing portfolio of wellness, leisure and lifestyle services, hotels can transform gifting into something far more aspirational.
The rise of “do something” gifting
Today’s consumer wants to participate, not just attend.
Instead of gifting a meal, they’re looking for:
A wreath-making workshop during the festive season
A wine masterclass led by a sommelier
A yoga or wellness retreat that offers rest and restoration
A spa journey designed as a full-day escape
Creative or culinary classes that spark curiosity and connection
These experiences offer something that food vouchers often can’t: a sense of discovery.
They allow people to learn, engage and connect - whether that’s with a partner, a group of friends, or even like-minded strangers. In a world where many interactions are digital and fleeting, these shared experiences feel grounding and special.
Socialising as self-expression
Another key trend shaping this shift is the way socialising has become an extension of personal identity. Experiences say something about who we are and what we value.
Gifting a yoga retreat signals care and wellbeing. A wine masterclass suggests curiosity and refinement. A creative workshop shows thoughtfulness and individuality.
These experiences feel personal - even when gifted - because they align with lifestyle choices and personal interests. This makes them far more appealing than generic food and drink options, particularly for milestone celebrations such as birthdays, anniversaries and holidays.
What this means for hotels and hospitality brands
For hotels, this evolution presents an opportunity - but also a challenge.
Gift giving within hospitality needs to evolve alongside consumer behaviour. Simply offering monetary or dining vouchers is no longer enough to stand out. Instead, hotels should think of their gift platforms as curated experience shops - places where customers can browse, discover and be inspired.
This means:
Creating experience-led vouchers rather than generic credit
Highlighting seasonal classes, workshops and events
Packaging services together into aspirational escapes
Using storytelling, imagery and language to sell the feeling, not just the product
A wreath-making class becomes a festive tradition. A spa day becomes a reset. A wine tasting becomes an evening of learning and laughter.
Luxury is being redefined
Luxury in 2026 won’t just mean premium finishes or high price points. Instead, luxury is being redefined as time, care, expertise and exclusivity.
People are increasingly drawn to experiences that feel:
Hotels already excel in many of these areas - they simply need to translate them into compelling, giftable experiences.
Looking ahead
As socialising continues to evolve, so too will the expectations placed on gifting. Consumers will continue to move away from predictable options and towards experiences that feel enriching, restorative and memorable. For hospitality brands, this is a chance to lead the way - to offer gifts that reflect modern values and modern lifestyles. Because today, the most meaningful gift isn’t just something you consume. It’s something you experience, remember - and want to talk about long after it’s over.
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