March has started with no shortage of headlines. And, for hospitality brands, the signal is clear: success in 2026 (and beyond) will hinge on operational discipline, sharper storytelling and a deeper understanding of how audiences are discovering, booking and dining. From the mounting pressure on independent restaurants navigating rising costs to the continued rise of TikTok as both a search engine and growth engine, the industry is evolving on every front. At B Public Relations, we track these shifts daily across PR, social and influencer campaigns nationwide, translating reports, platform updates and cultural signals into actionable strategy for our clients. In this month’s {B}riefing, we’re unpacking the trends shaping dining rooms, guest expectations and digital discovery – and what they mean for brands looking to stay ahead.
DINING AND HOSPITALITY TRENDS
There’s Luxury Travel, and Then There’s This…
- This is an entertaining read from the New York Times on ultra luxury travel, which continues to push boundaries with experiential packages reaching new levels of exclusivity and personalization. While not every brand operates at this tier, the creativity behind these offerings signals an opportunity for hospitality brands to think bigger when developing limited-time packages, splashy activations or high-impact collaborations that generate buzz and media interest.
Dining Rooms Downsizing
- Across the country, restaurants and boutique hotels are embracing smaller footprints. While reduced square footage naturally lowers overhead, it also signals a broader shift toward intimacy, operational efficiency and highly curated guest experiences.
Cocktail Culture & Editorial Roundups
- National lifestyle media continue to spotlight cocktail trends tied to cultural moments and seasonal occasions. With increased attention around curated roundups, national “days of” and themed beverage features, bars and restaurants have a strong opportunity to position signature cocktails for recurring media visibility throughout the year.
Deloitte Travel Industry Outlook
- Available to read here, recent data underscores a nuanced landscape for hospitality in 2026:
- Financial pessimism is causing frugal trip planning and cautious corporate budgeting, but travel remains a priority among Americans.
- In 2025 survey results, among travelers who meet Deloitte’s “luxury traveler” threshold, Millennial luxury travelers (who travel with children more than other generations) are especially likely to associate luxury with on-property dining, in contrast to Gen Z (who place more emphasis on spa and pool amenities) and boomers (who prioritize brand and location).
- The ultra-luxury space appears insulated from economic concern and ADRs have grown without challenging occupancy.
- As of the 2025 holiday season, Gen Z and millennialscombined now account for half of all travelers.
Jell-O Shots Are Back
- Playful, nostalgic and visually bold beverages are making a resurgence, including elevated takes on Jell-O shots. As cocktail culture leans further into experimentation and theatricality, unconventional menu items present a strong opportunity for social virality and editorial intrigue.
Third Spaces
- We’ve seen a lot of chatter about third spaces such as informal public gathering spots including cafes, bookstores, parks, etc. Brands have the opportunity to position themselves as welcoming environments that encourage lingering, gathering and cultural exchange beyond traditional transactional dining or lodging experiences.
DIGITAL UPDATES
2026 Social Media Benchmarks
- The full report from Social Insider is available here, which includes average performance stats based on 70 million total posts across TikTok, Instagram, Facebook and X. Highlights include:
- TikTok engagement rate has increased 49% YoY, averaging 3.70%.
- Instagram has remained relatively flat YoY, with an average ER of 0.48%.
- Facebook’s average ER is pretty low – but flat YoY – at 0.15%.
- Key takeaway: TikTok continues to grow in reach and engagement, and is also the platform people visit for answers. A firm, dedicated strategy as we head through 2026 will be increasingly important.
How Social is Shaping Travel Planning
- This HospitalityNet article references a Skift study from 2025 that has some valid points surrounding social media providing inspiration vs. direct bookings. The study claims that 57% of travelers are comfortable booking via social, but it lacks the operational depth required for a traveler to feel confident in their choice (i.e. a $100 pair of jeans is much different than a $1,500 hotel stay where they need details on policies, amenities, etc.). The study stresses the importance of using social as top-of-funnel and the use of channels to answer practical questions for potential travelers to reference.
New TikTok Local Feed
- A new tab on the home screen is meant to help people stay connected to their community and discover what’s happening nearby. It will feature content related to travel, events, restaurants and shopping, as well as posts from small businesses and local creators. Posts are shown based on location, topic and timing of content. This is a potential game changer to the presence of small businesses on the platform if it sticks. More details are available here.
Snapchat+ Reaches 25M Subscribers
- The subscription offering, which features an ad-free experience and access to exclusive and pre-release features, now generates $1 billion in revenue for the app. The platform’s traditional growth has stalled in several markets and it continues to have a difficult time retaining its audience as they age up, so this service was a way for it to continue to generate revenue alongside its ad business. More info is available here.
Brands Are Seeing the Biggest Growth on TIkTok
- According to Emplifi, TikTok holds significant reach potential for brands with the right approach. Their latest study analyzed over 200K branded social media profiles, with data revealing high engagement for entertainment-focused content on TikTok and a 200% increase in brand follower counts last year. The study found that Facebook and Instagram continue to anchor overall audience scale for brands, providing reliable reach drivers vs. primary growth accelerators.
TikTok Discover List
- The 2026 list is a global showcase of 50 creators to watch across five categories: educators, foodies, icons, innovators and originators. View the full list (and follow) here.
New Adobe Study: Using TikTok as a Search Engine
- With TikTok here to stay, Adobe Express surveyed more than 800 consumers and 200 small business owners in the U.S., exploring how consumers are using platforms like TikTok to search for information online, and how brands plan to keep up. View the full summary here. Key takeways:
- Nearly one in two consumers (49%) use TikTok as a search engine and 14% are more likely to rely on ChatGPT than Google.
- 38% of business owners use TikTok influencers for product sales or promotions.
- 38% of business owners plan to increase investment in TikTok affiliate marketing in the next year.
- 14% of consumers surveyed searched for new restaurants on the app.
For more analysis and detailed insights about how these trends can impact your business, reach out to us at hello@wearebpr.com.
