Hospitality in the UK is evolving rapidly, with digital technology becoming increasingly central to the guest experience according to new research from Lolly which indicates almost two-thirds of hospitality providers have reported increased use of mobile and app payments among their customers.
The findings reflect growing consumer demand for seamless digital interactions, as hospitality businesses across QSR, restaurants, pubs, bars and hotels adapt to a more mobile-first customer journey.
Operators recognise that apps and mobile solutions must enhance and not replace core hospitality values like personal service and guest experience.
The shift towards app payments reflects a broader transformation underway across quick service retail (QSR), restaurants, pubs, bars and hotels: customers increasingly expect frictionless, personalised interactions on their smartphones, and operators are responding accordingly. For hospitality providers, this means adapting to a reality where guests are not just paying via apps, they are seeking seamless digital interactions from ordering through to payment.
These findings are also mirrored in wider consumer behaviour. Mobile contactless payments have experienced a significant surge in the UK, with 2025 data indicating that half of all UK adults (50%) now regularly use mobile payments (such as Apple Pay or Google Pay) at least once a month, which has risen from 34% in 2023.
From pandemic necessity to competitive advantage
Digital adoption in hospitality accelerated by necessity during the pandemic, when lockdowns forced operators to adopt online ordering and contactless interactions. What started this way has now developed into a strategic imperative. Today's hospitality providers are taking on greater ownership of customer relationships through direct-to-consumer digital channels, including branded apps and in-house ordering systems that capture customer data and help fuel loyalty and repeat visits.
What operators are looking for next
Respondents to the survey expressed interest in innovations such as data-driven menu adjustments and digital ordering experiences. However, overall reactions were mixed, demonstrating that while appetite for technology is strong, the majority remain thoughtful when it comes to implementation. They are not adopting apps blindly; instead, they are focused on technologies that offer clear operational benefits, from faster service and improved payments to better data insights and reduced friction.
Our research points to an overall trend where integrated mobile solutions, including QR ordering, loyalty apps and seamless payments, will be widespread priorities in the coming years. App adoption is likely to remain a key battleground for competitive advantage.
Peter Moore, CEO of It's Lolly, said: "The shift towards apps isn't simply about technology for technology's sake. Operators recognise that apps and mobile solutions must enhance and not replace core hospitality values like personal service and guest experience. Whether through contactless dining, loyalty rewards, or personalised mobile ordering, apps are becoming tools that allow teams to focus more on high-value interactions while the systems handle the routine service flows."
This is only the beginning
As app usage continues to grow among consumers and operators alike, hospitality providers that strategically embrace mobile and digital solutions are positioning themselves not just for survival but for long-term growth. The wider question needs to be - how best to integrate the new apps so they create memorable and efficient hospitality experiences?
