Trends, challenges and 2026 plans for hotels and B&Bs

From buffet breakfasts to blackout blinds, it’s often the little touches that earn a five-star review. But behind the scenes, today’s hotel and B&B owners are dealing with big-picture pressures that can affect both service and staying power.

From rising costs to customer reviews, we surveyed over 400 hospitality businesses*, so you can get the complete overview and put your best foot forward in 2026.

Costs are creeping

Whether it’s seaside charm or boutique chic, the magic of a great stay is built on quality — and that doesn’t come without investment.

Of the hospitality businesses we surveyed, nearly one in five (19.7%) say rising stock and supply costs are their biggest challenge. From fresh linens to local produce, keeping standards high while margins tighten has been a fine balance in recent years, and this is set to continue into 2026.

Guests still expect the same standout experience — crisp sheets, a warm welcome, locally roasted coffee — but many of the things that make a stay special are getting more expensive. That puts pressure on pricing, service and expectations, all at once.

For some, it might mean trimming menus or sourcing new suppliers. Others might be reviewing how and when they buy, aiming to reduce waste and renegotiate terms. Every cost-saving tweak helps, but the goal remains the same: to deliver a memorable experience that guests will want to repeat (and rave about).

Read our six tips for hospitality businesses to get to grips with ways you could start saving.

Feeling optimistic, planning for growth

Despite the financial squeeze, there’s an air of optimism among hoteliers. Seven in ten hospitality businesses we spoke with describe themselves as “somewhat” or “very optimistic” about the future. That might be why more than half are planning to grow in the next 12 months.

Expansion could mean more staff or rooms, new tech or hosting larger events — but whatever form it takes, it’ll need careful planning and a clear head.

Staff training, extra stock, more suppliers, marketing support, updated safety protocols — every small step will demand time, money and energy. And if the goal is to grow sustainably, not just quickly, you’ll need to balance ambition with the day-to-day reality of running a smooth operation.

That might mean pausing to reassess budgets, considering insurance, building your team and meeting with new suppliers. Whatever the approach, being ready for what’s next starts with understanding what’s needed now.

Reputation rules

In hospitality, reputation is everything — especially in the age of online reviews. Negative feedback tops the list of risks for hoteliers we spoke to, with 41% saying it’s their biggest concern.

Try as you might, sometimes a chocolate on the pillow isn’t enough. Even one bad experience can ripple through bookings. But the way you respond could mean the difference between new guests considering your hotel when they come to town and an empty reservation calendar.

That’s why it’s important to respond to all reviews promptly — good and bad. Whether you’re set up on Google Reviews or Tripadvisor, make sure you reply to every comment politely and professionally. It demonstrates trust and accountability. According to research, 45% of consumers say they’re more likely to visit a business that responds to negative reviews.

Take a look at our guide on the nine ways to get better customer reviews.

For the good ones, a simple warm and genuine thanks is fine, but for the negative ones, make sure they feel heard, apologise and explain how you will rectify the situation. Take a look at some examples of how to respond to negative reviews.

Considering cover

No matter whether you’re running a small B&B or a vast resort hotel with hundreds of rooms, considering insurance is important.

Between guest bookings, big events, staff, suppliers and unexpected issues, there are plenty of reasons you might want to review the cover you have in place. And while six in ten businesses we spoke to review their cover regularly, there’s still a sizeable chunk that don’t.

There are several covers hoteliers and B&B hosts might want to look into, including:

• Employers’ liability insurance is a legal requirement for most employers in the UK. If you have staff — whether part-time, full-time, permanent, temporary or apprentices — you may have a legal obligation to have this insurance and have an employers' liability insurance certificate to prove it.
• Public liability insurance is a common cover for businesses that involve contact with members of the public. It’s designed to cover claims made against you by members of the public for property damage and accidental bodily injury, illness, disease or even death as a result of your work. Public liability insurance can be extended to cover events like weddings or private functions, as well as gyms and swimming pools, if needed.
• Business interruption insurance can reimburse your lost income for up to 18 months following damage to your premises. Say your hotel gets flooded after a huge storm. Or your fridges break down overnight, leaving you unable to trade. Or your booking system breaks down because of a power surge that wasn’t your fault.
• Business contents insurance is designed to cover items like furniture, TVs, freezers or cookers, owned or leased by you, against accidental or malicious damage. It can cover items like tables, chairs or beds, and pretty much all other stuff in, on or around your hotel that you own or are responsible for, including bedding, crockery and cutlery.
• Stock insurance can cover the deterioration of food — like if your freezer breaks down — or cover for items which may be a specific target for theft, like wines, spirits or tobacco products.
• Loss of licence cover is designed to protect businesses that serve booze from financial losses if your alcohol licence is suspended, withdrawn or forfeited. It can also cover expenses related to appealing or reinstating your licence.

Of course, there are many more covers to choose from. But when you have a lot of other priorities on your plate, figuring out the right cover for your hotel or B&B business can feel overwhelming. Learn more about the types of cover you might want to consider on our insurance for hospitality businesses page.

Common claims for hotels and B&Bs

There are various types of insurance claims that a hotel or B&B may have to make. What you can claim for is all dependent on the policies you have in place, and of course, the wording within those policies.

Common claims we’ve seen at Superscript include:

Scenario one:

A guest has fallen asleep in their room and left the bath running. The bath overflows and leaks through to the floor below. This causes damage to the floor and also the ceiling. Your buildings and contents cover should pay for the remedial work required to fix the damage.

Scenario two:

You’re hosting a large-scale event, and someone has accidentally dropped a bottle of wine next to the bar, leaving the floor tiles wet and slippery. This has gone unnoticed by staff, and so a 'wet floor' sign hasn’t been put out. A guest slips on the tiles, breaking their arm. Without public liability cover, you could face having to pay legal and compensation costs.

Scenario three:

An opportunistic thief breaks into your stock room and steals several expensive items, including spirits and wines. Stock cover should pay for the replacement of items stolen during a robbery.

How we work with HBX

As HBX Group’s preferred insurance partner, we offer one-to-one, advice-led support from a real Superscript expert — based on what you need. Our team brings industry knowledge together with smooth tech to make insurance feel simpler.

Compare competitive cover options, clearly laid out from market-leading insurers and expect same-day quotes for most cases, all while saving on your broker fee with HBX group (T&Cs apply).

Getting covered with Superscript is simple; just head to our HBX Group partner page and click 'book a meeting' to select a time that works for you.

You can also be referred directly to one of our brokers by your HBX Group Account Manager. Your dedicated Superscript broker will then follow up to learn a bit more about your business and discuss your insurance needs.

** The customer offer is a saving on the £50 broker fee (‘the Customer Offer’) and is only available to existing HBX group hotel partners and advised Superscript customers.

The Customer Offer is deducted from the amount payable when insurance is purchased via Superscript, and is paid by HBX group.

The Customer Offer will be applied to your Superscript policy for a lifetime (applied continuously at renewal). You will be informed of any price changes in good time, prior to the anniversary of your policy.

To be eligible, you must have been directed from HBX Group. The Customer Offer is not assignable. The Customer Offer will be automatically applied to your account by Superscript when cover is purchased.

There is no cash alternative. The Customer Offer can not be used in conjunction with any other Superscript offer, voucher or promotional benefit. We reserve the right to withdraw the Customer Offer at any time.

Terms and conditions are subject to change, and you may not be informed.

*Superscript surveyed 402 hospitality business owners and managers across the UK in August 2025 via Attest

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