Why Is Customer Service Declining In Hospitality & How Can a VA Help?

The UK hospitality sector in 2025 faces unprecedented challenges. From soaring costs and staff shortages to the pressures of meeting ambitious sustainability targets, business owners are navigating a landscape that is both demanding and rapidly changing. As someone who has dedicated my career to hospitality and customer service, I see these pressures not just in the headlines, but in the everyday reality of our industry-and I’m deeply concerned about what’s at stake.

A Perfect Storm of Pressures

The hospitality sector is being hit from all sides. Food prices and energy bills have skyrocketed, while government mandates around net zero carbon emissions require costly investments in new systems and processes. Wage demands and increases in employer National Insurance contributions and business rates are squeezing margins even further. According to recent reports, more than 20% of licensed restaurants and pubs in the UK are now technically insolvent, with many more at risk of liquidation in 2025.
These financial strains are compounded by shifting consumer behaviour. Guests are more selective about where they spend their money, and their expectations for both service and sustainability are higher than ever. For business owners, this means every detail matters-but there are fewer resources and less time to get things right.

The Decline of Customer Service: A Personal Perspective

Since the Covid-19 pandemic, I’ve personally noticed a marked decline in customer service across the hospitality sector. Having worked in hospitality and focused on customer service my entire career, this change is deeply worrying. There’s less joy in interactions, staff seem more stressed and less present, and the overall atmosphere has shifted. It’s not just hospitality-customer service across many sectors in the UK seems to be at its lowest point in years.
The data backs up what I’ve seen. According to a 2024 survey by the Institute of Customer Service, satisfaction scores in the hospitality sector have dropped by 15% compared to pre-pandemic levels. A staggering 62% of consumers reported experiencing slower service and less friendly interactions when dining out or staying in hotels. The main reasons cited? Staff shortages and high stress levels among staff.
As someone who is passionate about hospitality, I find this trend alarming. Customer service is the heart of what makes our industry special. If organisations are overwhelmed by operational challenges and unable to maintain high standards, they risk losing loyal customers and damaging their hard-earned reputations.

Accessibility and Disability Inclusion: A Growing Priority

Another critical issue facing hospitality is the need to improve accessibility for disabled guests. The UK government has set an ambitious goal to become Europe’s most accessible tourism destination by 2030, recognising that inclusivity is not just a moral imperative but also a business opportunity. The so-called “Purple Pound”-the spending power of disabled people and their families-is estimated at £14.6 billion annually in England alone.

Recent initiatives, such as VisitEngland’s Accessible and Inclusive Tourism Toolkit, provide practical guidance for businesses on welcoming disabled guests, designing accessible buildings, and creating quality accessibility information. These resources, developed in partnership with leading disability charities and trade associations, help businesses break down barriers and make hospitality more inclusive for all.

Training and awareness are also on the rise. Programmes like Tourism for All’s disability and accessibility training-endorsed by the Institute of Hospitality-equip staff with the skills needed to offer a genuinely inclusive service. The demand for accessible accommodation, attractions, and restaurants is growing, and businesses that adapt are seeing increased engagement and long-term success.

However, many operators still struggle to keep up with these requirements amid all the other pressures. Accessibility improvements require investment, time, and attention to detail-resources that are often stretched thin

Sustainability: Another Layer of Complexity

On top of financial and staffing challenges, the push for sustainability and achieving net zero carbon emissions adds another layer of complexity. While these efforts are essential for the future, they require significant investment and operational changes-often with little immediate return. For many independent businesses, the pressure to “go green” can feel like an impossible ask when survival is already in question.

The Solution: Expert Virtual Assistance

With so many obstacles to navigate, hospitality owners and managers are often forced to make difficult decisions about where to focus their time and resources. In an attempt to save money, it’s a common mistake to stretch existing staff even further, assigning them additional duties outside their core roles. While this might seem like a cost-saving measure in the short term, it can actually have the opposite effect. Overloading staff leads to increased stress, reduced morale, and ultimately a decline in customer service-something we’ve witnessed far too often since the pandemic. Staff who once thrived in guest-facing roles are now bogged down with repetitive administrative tasks, leaving them less able to deliver the warm, attentive service that sets great hospitality apart.

This is where a Virtual Assistant can make a real difference. Although it may initially appear to be an extra expense, bringing in a dedicated virtual assistant is, in fact, an investment in your business’s long-term success. A virtual assistant can take on those time-consuming, repetitive tasks-such as managing bookings, responding to guest enquiries, or handling paperwork-freeing up your team to focus on what they do best: looking after your guests and enhancing the overall experience.

By allowing your staff to concentrate on customer service and the unique touches that build your reputation, you not only improve guest satisfaction but also help prevent staff burnout-a growing issue in our industry, with recent statistics showing record levels of stress among hospitality workers. In the long run, this approach is a win-win: your team is happier and more effective, your guests receive better service, and your business is better positioned to thrive, even in challenging times. What might seem like a luxury today could be the key to sustainable success tomorrow.

Conclusion: Staying Hopeful and Focused on What Truly Matters

I know firsthand how much pressure everyone in hospitality is under right now. The data shows customer service is taking a hit, and we’re all feeling the squeeze from rising costs and constant changes. But honestly, I believe this is just a tough patch-a temporary hardship we’ll get through.
Hospitality has always been about resilience and heart, and I truly believe things will turn around. If we keep our focus on what really matters-caring for our guests and supporting each other-we can come out of this stronger than ever.
I’m here to help lighten the load, so you can focus on what you love and deliver the kind of service that makes hospitality so special.
Let’s face these challenges together, keep moving forward, and remember: better days are just around the corner.