Take the Mama Shelter Boutique Hotels. In stark contrast to the faceless hotel cafés of old, the stylish restaurant and bar at its Paris outpost is a nightlife destination in its own right. It has won accolades for its design, cocktails, and well-executed menu.
Jonathan Doughty of JLL Foodservice Consulting says food tourism is a significant travel driver. People go to local places and cultures to taste the food.
Whereas a hotel’s restaurant used to be the first stop for hungry travelers, many cities and towns worldwide now offer various dining options, from food trucks to tasting menus with seven courses. Finding a restaurant has always been challenging, thanks to the proliferation of mobile apps and high-speed Internet that allow travelers to choose their perfect meal in their preferred surroundings.
“Guests are more educated, aspirational, and know what good-looking food is. “They have choices, and hotels cannot afford to be complacent with their food and beverage offerings,” Doughty said.
The End of Standardization
Doughty says that while Michelin-starred restaurants have been a staple of five-star hotels in London, Singapore, and other cities, mid-market hotel chains are now making significant strides with F&B.
AccorHotels confirmed that their own-design restaurants and artisan café concepts would be rolled out in more outposts. Guests staying at certain Marriott Group hotels can dine at high-street restaurant Carluccio’s.
Restaurants with a more streamlined menu and a price and design that match their neighbors are replacing the Jack-of all-trades eateries. Travelers’ increasing desire for localized experiences is driving the trend.
Doughty says that “the one-size fits all food service provision is no longer effective for hotels.” Hotel groups like IHG focus on curating dining options tailored to each location.
The so-called “business-leisure” hotels, which cater to leisure tourists on weekends and accommodate business travelers throughout the week, have enough guests to offset the cost of upgrading the food offerings. If done right, the profits generated by food and beverage can make up 20 to 25% of a hotel’s total profit.
Communal value
Holiday Inn, Tru by Hilton, and other brands are introducing an “open lobby” concept that encourages guests to relax in the reception area or to work. Food and drink play a significant role in enticing guests to stay.
The Moxy Hotel is an affordable boutique hotel chain that Marriott International launched in 2014. Its reception desk is located on a central island, containing a self-service and casual bar. The stylish, multifunctional environment invites guests to enjoy a meal and a drink and to spend some time. This creates a pleasant experience and helps the hotel achieve a positive atmosphere.
Doughty: “This is an example of a hotel group that has been in business for 100 years, providing a service to its guests which doesn’t promise too much and then fails to deliver.” It’s all about creating a space for social interaction. It’s the buzz that makes a hotel restaurant attractive, not the food, the price, or the location.
Hotel food: the future is bright
Food retailers and hoteliers have an excellent opportunity to create modern, compelling experiences.