As consumer behaviour evolves, hospitality operators are rethinking how they attract and retain customers, with experience, flexibility and authenticity increasingly key.

Andrew Bond, Head of Central London Retail at Savills, speaks to Christobell Giles, Managing Director at Vagabond Wines, about how the brand is staying agile, where it’s seeing resilience, and what’s shaping its next phase of growth.

How are you seeing the wine-led hospitality sector adapt to changes in customer behaviour, particularly around spending, frequency, and dwell time?

Customers are more considered, but still want to go out — the bar is simply higher. People are asking: 'is it worth it?' Spend per head holds up when guests feel in control. Our self-pour model lets people explore and taste different wines without committing to a full glass, which removes risk and keeps things engaging.

Dwell time remains strong because it’s interactive. People explore, compare, share, and it naturally becomes an evening rather than a quick drink. What really drives it, though, is our people. The machines create theatre, but it’s our team that builds confidence and connection, and brings people back.

With experiential food and drink performing strongly, where are you seeing the strongest demand? Which parts of the market feel most resilient?

Experiences with substance are performing best. At our new Urban Winery in Canada Water, tours, tastings and blending sessions are in strong demand. People want to get closer to the product and understand it. Across the estate, structured experiences like cheese and wine masterclasses continue to sell well. If there’s a clear purpose to the visit, people commit.

Celebration occasions remain resilient, and corporate demand has shifted towards more social, interactive formats. Wine discovery fits that naturally. We focus on sites that support that behaviour. Not just footfall, but places where people can spend time and engage.

What’s giving you the confidence to push ahead with Vagabond’s next phase of expansion?

There is real momentum in the business. With the backing of Majestic Wine Group and Fortress Investment Group, we now have the platform to scale, but the focus is on growing with soul, not just growing fast.

The model is simple and proven. Give people choice, remove the barriers, and let them explore. Over 100 wines by the glass, flexible pours, and knowledgeable teams. Around that, we are building a connected ecosystem through the Urban Winery, the Academy, and our app and digital wine flights, all of which extend. It extends the experience beyond a single visit. That combination gives us confidence to expand into the right locations and bring Vagabond to more people.

Now that the Urban Winery is up and running, has it changed how you think about your estate strategy?

It’s reinforced the value of transparency and experience. People love seeing wine being made. It adds authenticity and makes the visit more memorable. It’s also shown the importance of programming, with tours, tastings and workshops creating reasons to return.

From an estate perspective, it pushes us to think beyond the bar. We’re looking for spaces that can support education, events and longer dwell time. The core model stays the same, and the Urban Winery strengthens it rather than changing it.

Looking ahead, where do you see the biggest opportunity for growth?

Targeted expansion into the right locations. We’re focused on cities with strong food and drink cultures, and mixed-use environments where Vagabond can become part of the local scene. There’s also a big opportunity to deepen engagement as we grow, connecting the experience across sites through digital, events and retail.

At its core, it’s about scaling modern wine discovery without losing what makes it special. That balance between growth and soul is the opportunity.

Further information

Contact Andrew Bond

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