#USA #New York #Tequila #Japanese Whisky #Rachel Harrison Communications

RHC's 2026 Hospitality Forecast: Navigating the New Influences

In December 2025, Rachel Harrison Communications (RHC), recognized as a leading firm in hospitality public relations, released an insightful report examining the upcoming trends expected to shape the industry in 2026. This comprehensive survey caught the attention of major industry figures, including celebrated chefs, hoteliers, and seasoned journalists, defining the key influences guiding the future of travel and culinary experiences.

The Power of Peer Influence

The survey marked a notable shift in consumer behavior, emphasizing the growing impact of peer validation. A striking 58% of participants indicated that recommendations from friends or word of mouth remain their primary drivers for hospitality choices, far surpassing traditional media, which garnered only 27%, and social media creators, at a mere 10%. This trend signals a shift in how hospitality brands will need to engage consumers, urging them to focus on fostering genuine connections and trust among their audience.

Visual Storytelling Takes Center Stage

As the culinary landscape evolves, visual storytelling via social media emerged as a dominant force, with 66% of respondents citing it as essential for shaping culture. This insight reinforces the notion that engaging content on visual platforms is crucial for brands looking to resonate with consumers.

Founder of RHC, Rachel Harrison, explains, "This report serves as our roadmap to support the most dynamic hospitality brands in 2026, setting the stage for our upcoming endeavors to influence through storytelling."

Spirits Trends: A Shift Towards Premiumization

When it comes to beverages, the survey highlighted a significant trend. A majority of 57% of participants pointed to Tequila as 2025's standout spirit, attributing its popularity to the opportunity for premium options and versatility in cocktails. Furthermore, a notable 76% of respondents projected that ready-to-drink beverages would continue to thrive. Surprisingly, 19% forecasted an uptick in the appeal of Japanese whisky, which will integrate into a broader trend of incorporating Asian flavors into cocktails, such as Yuzu and Matcha.

Textural complexity is also on the rise, with unique drink elements such as foams and carbonated mixes gaining traction. Interestingly, many are open to exploring experimental cocktails, indicating a readiness to redefine traditional drinking experiences.

Culinary Directions: The Rise of Specific Cuisines

On the culinary front, notable chefs like Dominique Crenn and José Andrés were recognized as influential figures steering the industry. In 2026, a trajectory toward hyper-specific global cuisines, such as Basque and Georgian, is anticipated, alongside a renewed interest in historical cooking methods. 60% of survey respondents believe that casual fine dining will dominate, merging upscale technique with an approachable atmosphere.

Dynamic dining experiences are expected to flourish, particularly those that incorporate cultural elements—think supper clubs and chef-led tasting events. The trend towards affordability is evident, with neighborhood dining establishments regaining prominence as consumer habits shift. This indicates an increasing inclination toward unprocessed, wholesome foods, hinting at a possible Keto dietary resurgence.

The Wellness Revolution

In terms of wellness, the report illustrates a shift where investment in health far surpasses that in alcoholic beverages. Focus has shifted towards nutritious elements like fiber, anticipated as a key nutrient influenced by the rise of GLP-1 medications. Concerns around mental health and stress management continue to dominate conversations, suggesting a gradual repositioning of consumer priorities.

Travel Patterns: Safety and Luxury

As travelers explore new destinations, the influence of safety and geopolitics cannot be overlooked. Projections for 2026 indicate a rising preference for intimate boutique hotels and luxury small-ship cruises. Interestingly, shorter, more frequent travel experiences are becoming the norm, emphasizing local immersion and wellness amenities.

The 2026 hospitality landscape is characterized by a blend of tradition and innovation, with an increasing desire for personalization and connection. RHC's findings offer a roadmap for relevant stakeholders to adapt to these emerging trends, ultimately shaping the course of hospitality and culinary experiences in the coming year.