The A-Z of Hotel F&B for Independent Hoteliers

The travel and hospitality industries can look forward to a bright future. But hoteliers must work harder than ever to offer food, drink and public spaces experiences that are aligned to the needs and expectations of their guests.

Here are my thoughts and insights for 2023 and beyond.

AI image of people dining amongst vines on the foothills of Mount Etna. Generated by Mid Journey.

Travel is returning to pre-pandemic levels, a continued boom in workcations and extended stays is predicted, and aggressive expansion is on the cards from groups including Ennismore, One Hotels and the unbranded portfolios from the incumbent hotel giants.

These brands are vying for market share, not just from established international brands, but from boutique and independent operators, too. Whilst hybrid hospitality brands including Zoku and Locke continue to expand by blurring the lines between life, travel and work.

So as the travel hospitality industry looks to the new year with cautious optimism, I’ve identified some of the key opportunities for hoteliers looking to invest in their non-room offerings this year.

THE BROADER CONTEXT

The way people want to travel and stay is changing. And there are some key considerations for any ambitious hotelier who wants to evolve and future-proof their business.

Longer average stays - average stays for UK residents abroad increased from 9.7 days in 2019 to 17.8 in 2021. This trend is not exclusive to the UK, and forecast to continue as changing travel habits long outlive the effects of the pandemic.

Remote working - offering facilities tailored to working whilst away have become 24% more important to the average consumer than in 2019. With preferences for a vacation with leisure and work in mind increasing by 15% since the pandemic.

Wellness - The average working European is willing to increase nightly spending by 11% if a hospitality venue has wellness facilities.

Sustainability - accommodation with a low environmental impact is now more important to 35% of travellers than before the pandemic.

Memberships - unlocking perks and discounts, and building an engaged community through offering membership is important to 55% of travellers.

Slow travel - consumers are looking for alternatives to air-travel, increasingly seeing the journey as part of their trip. We can expect to see a rise in train and sea travel as frequent travellers look to reduce the impact of their vacations.

Regenerative tourism - beyond sustaining the status quo, regenerative travel involves a shared responsibility between tourism stakeholders and travellers. Focusing on the supply side of tourism and not just on its demand, it aims to emphasise the culture, community, conservation, commerce and the need to improve tourist destinations for everyone, not just the travellers themselves.

Cocktails and small plates in the Salon bar at Kindred, west London

BETTER FOOD AND BEVERAGE

58% of travellers say that a hotel's dining options are important when choosing where to stay. So investing in unique food and beverage concepts will help you stand out from your competitors, appeal to a wider range of guests, and convert more bookings.

Guests are looking to stay longer, combine work with leisure, engage with the local community and minimise the impact they have on the planet. And with inflation showing no sign of abating in most markets, how you think about your public spaces and the food and drink you serve can significantly impact your overall position in the market and the health of your business, too.

Here are eight key things to think about, as you look to the future of your hotel drinking and dining -

Local everything

From interiors and branding, through the produce you use in your kitchens and bars, to your art, crockery, music and programming, guests want to feel connected to the local community and engage in cultural education throughout their stay. Leaving with great memories, quality mementos and gifts, and stories to tell their friends.

Diverse offers

From a cooked breakfast one day, to a coffee and pastry on the run the next. From a sandwich and a smoothie over a working lunch, through a quick snack and a cocktail at the bar, to a date-night dinner in the restaurant, hotels must cater to the needs and occasions of their guests. Whatever and wherever they may be.

Shorter menus

Within the context of different offers for different occasions, global inflation and specifically food prices are forcing chefs to re-think the breadth of their menus. I expect to see a rise in set menus, shorter a la carte offers, hyper seasonality, daily changing menus and less protein on plates as chefs juggle to maintain their GPs.

Drinks price increases

To offset the rise in food and energy costs, and in the face of needing to maintain value for money across food menus, it’s likely that more operators will look to recover some of their margin through increased drinks prices. But this could drive creativity too, through drinks programmes that include no/low alcohol drinks served due to both demand and necessity.

Curated retail

No trip away is complete unless guests can bring something home. And equally, opportunities abound to offer food and drinks for days out of the hotel. From local objet to picnics for a hike or day in the park, significant revenue can be achieved through catering to experiences outside your property as well as within it.

Residencies

Great hotel lobbies, bars and dining rooms are as popular with locals as with residents. And experience-hungry travellers are increasingly looking to uncover ‘the next big thing’. So hosting guest chefs, bartenders and visiting restaurant brands can add variety to your core offer, keep guests coming back for more, and contribute to the overall marketing of your property.

Health and wellbeing

Whilst blow-out breakfasts, great burgers at the bar, and indulgent Friday night suppers are unlikely to fall out of favour any time soon, balancing this with clean, healthy, wellness-focused food and drinks continues to be essential. Catering to a wider audience with differing needs, expectations, diets and behaviours.

Cultural Consideration

Diversity, equity and inclusion (DEI) are crucial factors that all businesses must consider. Hotels and their food and drink offers are no different.

Culture and diversity consultant and food writer Mallika Basu told me,

“DEI is becoming more than simply a tickbox, it is central to businesses.

“While it's easy to stop at representation, belonging goes a long way to ensuring equity and progression. Being culturally relevant and sensitive is a key part of this. Food is not simply what we put in our mouths, it is an important cultural artefact.

“Treating the food, ingredients and recipes of different and diverse cultures with respect from a place of deep understanding will go a long way.”

So it’s important that all concepts and menus that venture into culturally-sensitive territory are developed with consideration and respect for the people, places and heritage that they purport to represent.

HOW CAN I HELP?

With my network of talented friends, we offer strategic and creative development to hoteliers looking to launch or refine restaurant, bar and lobby concepts, or cater to the evolving needs of tomorrow’s guests.

We bring a breadth of professional experience from across hospitality, a love of culture and travel, and a work ethic focused on collaboration, positivity and craft.

I’d love to talk to anyone who’s considering their options in this space this year. So if you’d like to have a brief conversation about how we may be able to transform your hotel’s public spaces, then please book a call with me here.

The very best of wishes for 2023 and beyond.

Ed

Sources - Yahoo | Stay The Night | Edyn | Big Hospitality | Hotel Management | HVS