For years, amenities in hospitality followed a familiar pattern. Free Wi-Fi. Parking. Breakfast included. Each began as a competitive differentiator before becoming a common expectation. Electric vehicle charging is following a similar trajectory, but with one important caveat – it does not just meet a need, it actually influences where customers choose to go.
As the number of electric vehicles on UK roads continues to rise, drivers are becoming more deliberate about where they stop, stay, and spend their money. Charging a vehicle is increasingly shaping the journey itself, presenting a significant strategic opportunity for hotels, holiday parks, leisure venues, and destination hospitality sites that historically monetised dwell time only once guests were on site.
EV chargers are changing this dynamic, becoming part of the commercial engine of the venue by attracting high-value visitors and influencing destination choice before guests even arrive.
From convenience to decision-maker
Historically, drivers chose venues based on location, price, and reputation. Today, however, for a growing segment of customers, charging access sits alongside those criteria. A hotel without charging may not just be less attractive, it may be removed from consideration entirely from the customer’s thought process when deciding upon a journey.
This is particularly true for longer stays. Guests travelling in an electric vehicle will often prefer to charge overnight rather than interrupt their journey with a separate stop. The ability to plug in on arrival and leave with a full battery adds reassurance and simplicity to the experience.
The same applies to leisure destinations such as golf clubs, spas, farm shops or countryside pubs that offer reliable charging, since it transforms the initial fleeting visit into a practical stop, increasing dwell time naturally. Customers are more likely to stay for lunch while charging or spend longer browsing. They are also more likely to return, knowing the experience worked smoothly, or recommend the destination to others. Charging becomes more about behavioural influence and less about the physical infrastructure.
Research from a UK-focused survey shows that 97% of EV drivers say they would visit a destination more often with an improved charging experience, and 82% would choose one destination over another based on charging quality, highlighting that reliable, convenient charging strongly influences where drivers decide to stop and stay.
The booking multiplier effect
The commercial implications for hospitality operators are visibly tangible. Firstly, there is the visibility factor, with many EV drivers actively searching for charging locations when planning trips. Being listed on charging maps and route-planning apps effectively broadens a venue’s digital footprint, placing the site into a new discovery channel that simply did not exist a decade ago.
Secondly, there is booking conversion. If two comparable venues sit within a similar price bracket, the presence of on-site charging can tip the decision in your favour. The difference may not always be dramatic, but over time it compounds. A small uplift in conversion across peak seasons can materially impact occupancy.
Thirdly, there is incremental revenue. Charging sessions themselves can generate income when priced appropriately. More importantly, they create captive dwell time. A guest waiting for a charge is more likely to purchase food, drinks or additional services. The charger anchors them to the venue. Recent research shows that 91% of EV drivers make purchases while waiting for their vehicle to charge, with nearly half doing so regularly.
Most operators will find real value in tapping into the combination of modest direct charging revenue alongside higher spend per visit and improved booking rates.
Experience matters more than hardware
But simply installing a charger isn’t quite enough. The commercial upside very much depends on reliability and the ease of use for the consumer. If a charger is out of service, difficult to activate, or dependent on an obscure app, trust is undermined quickly, with drivers remembering negative experiences and sharing them with friends, family or colleagues. An inconsistent payment journey can quickly erode the loyalty the charger is intended to build.
By contrast, a simple tap-and-charge experience reinforces the perception of professionalism, with clear pricing, visible availability and straightforward payments adding a degree of confidence. This charging interaction then becomes a valuable extension of the brand.
Importantly, charging shouldn’t be treated as a simple bolt-on utility for a niche, new consumer segment, but instead as another touchpoint to take advantage of. The same reputational weight that applies to reception service, room cleanliness or food quality is now on the line. Managing tariffs, ensuring support is readily available and monitoring uptime are all core to protecting bookings and brand equity.
A signal of modernity
Beyond immediate commercial returns explained, EV charging sends a broader signal. Sustainability increasingly influences customer choice, particularly in the travel and leisure sectors. Visible charging infrastructure also demonstrates a commitment to supporting lower-emission transport. It aligns the venue with the direction of travel (literally and figuratively).
This matters especially for corporate clients and event organisers, with businesses finding themselves under pressure to reduce carbon footprints across operations. Choosing venues that support EV access can form part of those commitments. Charging therefore becomes a procurement consideration as well as a guest amenity. In this sense, the charger operates as both practical infrastructure and reputational marker.
Thinking long term
It’s important to realise how quickly expectations will continue to standardise. Amenities that feel optional today often become baseline tomorrow and the early movers will benefit from differentiation. Late adopters on the other hand face catch-up pressure.
The prudent approach for hospitality and leisure operators is to view charging through a long-term lens. What proportion of your guests will drive electric vehicles in five years? How will that influence booking patterns? How visible do you want to be within route-planning ecosystems? Answering those questions shifts the conversation from cost to opportunity for your brand.
From utility to loyalty engine
At its simplest, an EV charger provides electricity. At its most effective, it encourages drivers to choose your venue over another. Dwell time is extended, and it fosters repeat visits based on the reliability you’ve built. It also places your brand into a new digital discovery pathway. Compounding this point, industry data indicates that 86% of customers use Google Maps to find local businesses, with 70% more likely to visit a business after finding it on a map listing.
As more drivers plan their routes around where they can charge, venues that offer reliable, easy-to-use infrastructure move transform from being convenient stops to preferred destinations. Over time, that preference translates into bookings, loyalty and ultimately, revenue.
In a landscape as competitive as hospitality, those small advantages compound. An EV charger, once viewed as a peripheral amenity, may quietly and perhaps surprisingly, become one of the levers that keeps rooms filled and customers returning.
Author: Andy Knight, Head of EV at Nayax
Andy Knight, Sales Director, Nayax
Andy Knight is a highly accomplished and driven sales leader, currently serving as Sales Director at Nayax, managing EV Charging payment solutions, Pay ay Pump, and Embedded payment solutions.
Before joining Nayax, Andy held several senior leadership roles, including Chief Commercial Officer at Flash, Europe General Manager at Eezi, and Director of Retail Sales Northern Europe at MoneyGram International. Andy also holds a Bachelor of Science with Honours in Management Science from Loughborough University.
