SHAPING THE FUTURE OF HOSPITALITY

by NASIR ZAHIR, CFBE

The hotel food and beverage (F&B) sector is constantly evolving, adapting to the changing preferences and expectations of guests. Here, we’ll explore some of the key trends shaping the future of hotel F&B.

HEALTH AND WELLNESS

With an increasing focus on health and wellness, hotels are offering more nutritious and balanced menu options. Guests are seeking organic, gluten-free, and vegan dishes, pushing hotels to incorporate fresh, locally sourced ingredients. Smoothie bars, juice stations, and wellness- focused dining experiences are becoming common, catering to the health-conscious traveler.

Expansion: The shift toward health and wellness isn’t merely a trend; it’s a fundamental change in consumer behavior. Modern travelers are more informed and conscientious about what they consume, driving hotels to revamp their F&B offerings. This transformation is evident in several key areas.

• Menu diversity: Hotels are expanding their menus to include a wider variety of health-focused options. This includes not only traditional vegetarian and vegan dishes but also more niche dietary preferences like keto, paleo, and raw food diets. For instance, a hotel might offer a keto-friendly breakfast option such as an avocado and egg bowl alongside a vegan smoothie bowl, ensuring all dietary preferences are catered to.

• Ingredient sourcing: The demand for transparency in ingredient sourcing has led hotels to establish relationships with local farmers and suppliers. This farm-to-table approach not only guarantees fresher ingredients but also supports local economies. By highlighting the origins of their ingredients on the menu, hotels can assure guests of the quality and sustainability of their meals.

• Wellness programs: Beyond the dining table, hotels are integrating wellness into the overall guest experience. This might include wellness retreats that combine healthy eating with yoga, meditation, and spa treatments. Hotels can partner with nutritionists and wellness experts to offer personalized health consultations and curated meal plans, providing a holistic approach to guest well-being.

• In-room dining: Recognizing that many guests prefer the comfort and privacy of their rooms, hotels are enhancing their in-room dining menus with health-conscious options. This includes offering fresh-pressed juices, organic snacks, and meals that are both nutritious and delicious. Additionally, hotels can provide in-room fitness equipment and on-demand workout videos to complement their wellness dining offerings.

• Education and engagement: Hotels can engage guests by offering cooking classes and workshops focused on healthy eating. These sessions, led by chefs and nutrition experts, can teach guests how to prepare nutritious meals using local ingredients. This not only enriches the guest experience but also empowers them to continue their healthy eating habits after their stay.

Case study example: The Four Seasons Hotel in Los Angeles offers a Wellness Kitchen, where guests can enjoy meals designed by nutritionists to promote health and vitality. This initiative has been well-received, with guests appreciating the thoughtful integration of wellness into their dining experiences.

SUSTAINABILITY

Sustainability is no longer a niche concern but a mainstream demand. Hotels are adopting eco- friendly practices such as reducing food waste, eliminating single-use plastics, and sourcing sustainable seafood and produce. Many hotels also are engaging in farm-to-table initiatives, supporting local farmers, and reducing their carbon footprint.

Expansion: Sustainability is a driving force in the hospitality industry as guests increasingly seek environmentally responsible options. Hotels are responding by implementing various sustainable practices.

• Waste reduction: Hotels are taking significant steps to reduce food waste through better inventory management and food donation programs. Initiatives like composting and recycling are also being adopted to minimize waste sent to landfills. For example, some hotels use technology to track food waste and adjust their purchasing and preparation processes accordingly.

• Plastic elimination: The move to eliminate single-use plastics is gaining momentum. Hotels are replacing plastic straws, cutlery, and packaging with biodegradable or reusable alternatives. This effort not only reduces environmental impact but also appeals to eco-conscious guests who prefer to stay at properties that prioritize sustainability.

• Sustainable sourcing: Sourcing sustainable seafood and produce is becoming a standard practice. Hotels are partnering with certified suppliers who adhere to ethical and sustainable practices. This ensures the food served isn’t only fresh and high-quality but also is sourced in a manner that supports the environment and local communities.

• Energy efficiency: Hotels are investing in energy-efficient kitchen appliances and systems to reduce their carbon footprint. Innovations like induction cooking, energy-efficient ovens, and smart lighting systems help hotels save on energy costs while reducing their environmental impact.

• Water conservation: Water-saving initiatives, such as low-flow faucets and water recycling systems, are being implemented in hotel kitchens and dining areas. These measures help conserve water and reduce the hotel’s overall environmental footprint.

Case study example: The Ritz-Carlton in Charlotte, NC, has made significant strides in sustainability with its rooftop garden and beehives, which supply fresh produce and honey for the hotel’s restaurants. Additionally, the hotel has implemented a comprehensive recycling program and uses energy-efficient kitchen equipment.

TECHNOLOGY INTEGRATION

Technology is revolutionizing the F&B experience in hotels. Mobile ordering and payment systems, digital menus, and personalized dining experiences powered by AI are enhancing convenience and guest satisfaction. Smart kitchen technologies also are improving efficiency and reducing waste.

Expansion: The integration of technology into hotel F&B operations is transforming how guests interact with dining services and how hotels manage their F&B operations.

• Mobile ordering and payments: The convenience of mobile ordering and payment systems is reshaping the guest experience. Guests now can order food and drinks from their smartphones, whether they’re by the pool, in their room, or at a hotel restaurant. This seamless experience not only enhances guest satisfaction but also streamlines operations for hotel staff.

• Digital menus: Digital menus, accessible via QR codes or hotel apps, are becoming the norm. These menus can easily be updated to reflect changes in availability or seasonal offerings, reducing the need for printed materials. Digital menus also can provide detailed information about ingredients and nutritional content, catering to guests’ dietary preferences and needs.

• AI-powered personalization: Artificial intelligence is enabling hotels to offer personalized dining experiences. AI can analyze guest preferences and past dining habits to recommend dishes and create customized menus. This level of personalization enhances the guest experience and increases the likelihood of repeat visits.

• Smart kitchen technologies: Innovations in kitchen technology are improving efficiency and reducing waste. Smart appliances can monitor cooking processes, adjust temperatures, and alert staff when maintenance is needed. These technologies not only enhance food quality and safety but also help reduce energy consumption and operational costs.

• Contactless services: In response to the COVID-19 pandemic, contactless services have become a priority. Hotels are implementing contactless delivery for in-room dining, self-service kiosks, and touchless payment options to ensure guest safety and comfort.

Case study example: Marriott International has introduced mobile dining solutions across its properties, allowing guests to order and pay for meals through the Marriott Bonvoy app. This initiative has streamlined the dining process and provided guests with a safer, more convenient way to enjoy hotel dining.

EXPERIENTIAL DINING

Increasingly, guests are looking for unique and memorable dining experiences. Pop-up restaurants, chef’s tables, and interactive cooking classes are gaining popularity. Hotels are creating themed dining events and partnering with celebrity chefs to attract guests seeking something special.

Expansion: Experiential dining is all about creating memorable moments that go beyond traditional dining. Hotels are exploring various ways to offer unique and immersive experiences.

• Pop-up restaurants: Temporary pop-up restaurants allow hotels to experiment with new concepts and cuisines. These short-term dining experiences can create buzz and attract both locals and travelers. Pop-up restaurants can feature guest chefs, seasonal menus, and themed décor to provide a one-of-a-kind experience.

• Chef’s tables: A chef’s table offers an intimate dining experience where guests can interact with the chef and observe the preparation of their meal. This behind-the-scenes access provides a deeper appreciation of the culinary arts and creates a personalized connection between the chef and the guests.

• Interactive cooking classes: Hotels are offering cooking classes and workshops where guests can learn to prepare dishes from the hotel’s menu or local cuisine. These hands-on experiences not only educate guests but also create lasting memories. Cooking classes can be tailored to different skill levels and dietary preferences, making them accessible to a wide audience.

• Themed dining events: Themed dining events, such as wine pairing dinners, farm-to-table nights, or cultural celebrations, add excitement and variety to hotel dining. These events can showcase local ingredients, celebrate holidays, or highlight specific culinary traditions, providing guests with a unique and engaging experience.

• Partnerships with celebrity chefs: Collaborating with celebrity chefs can elevate a hotel’s dining profile and attract food enthusiasts. These partnerships can include guest chef appearances, special menus, and culinary events, drawing attention to the hotel’s F&B offerings and creating exclusive experiences for guests.

Case study example: The St. Regis Maldives Vommuli Resort offers an exclusive chef’s table experience where guests can enjoy a personalized multi-course meal prepared by the resort’s executive chef. This intimate dining setting, combined with the stunning ocean views, creates an unforgettable culinary experience.

ETHNIC AND GLOBAL FLAVORS

The demand for diverse and authentic culinary experiences is on the rise. Hotels are expanding their menus to include a variety of global cuisines, offering guests a chance to explore new flavors and cultures. Fusion dishes and regional specialties are becoming staples in hotel restaurants.

Expansion: As travelers become more adventurous and culturally curious, hotels are embracing the opportunity to showcase diverse cuisines.

• Global cuisine offerings: Hotels are incorporating dishes from around the world into their menus, offering guests a chance to experience a variety of international flavors without leaving the hotel. This trend caters to the increasing demand for authentic and exotic dining experiences, allowing guests to explore new cultures through food.

• Local Ingredients: Many hotels are focusing on sourcing local ingredients to create dishes that reflect the region’s culinary heritage. This not only supports local farmers and producers but also provides guests with a genuine taste of the area they’re visiting.

• Fusion cuisine: Combining elements from different culinary traditions, fusion cuisine is gaining popularity in hotel restaurants. Chefs are creatively blending flavors and techniques from various cultures to craft unique and exciting dishes that appeal to adventurous diners.

• Food festivals and events: Hosting food festivals and events that celebrate global cuisines is another way hotels are expanding their culinary horizons. These events draw both local and international guests, creating a vibrant atmosphere and showcasing the hotel’s commitment to diverse culinary experiences.

By embracing these global culinary trends, hotels are enhancing their appeal to a broader range of guests and positioning themselves as destinations for unique and culturally rich dining experiences.

Nasir Zahir, CFBE, is the Founder and President of NZ Hospitality. He is a seasoned and passionate hotelier with extensive experience in world-class hotels, having worked with leading three- to five-star/diamond brands such as Four Seasons, Stouffer’s, Hyatt International, Radisson, IHG, Starwood Hotels, Hilton Hotels, Sheraton International, as well as various independent hotels. Throughout his career, he has held numerous executive positions within the industry.

Hotel food and beverage trends