How Food & Beverage Connects Travelers and Places
As travelers’ preferences and expectations evolve, more than ever, people are prioritizing experiences and authenticity - reshaping how they travel and what they expect from each journey. Nowhere is this transformation more evident than in the hospitality sector, where food and beverage have become central to the travel experience. According to Skift, 71% of Gen Z and 74% of Millennial travelers now consider dining a critical part of their trip planning.
Travelers are seeking more immersive food and beverage experiences ౼ ones that extend deep into local communities, leave a lasting impression and offer breathtaking design. They are also increasingly looking for sustainability-driven options that minimize environmental impact and menus that champion plant-based cuisine and alcohol-free innovations, promoting both wellness and responsible indulgence. With people becoming increasingly conscious of how their diets impact their bodies, investing in world-class F&B programs has become a strategic move for hotels and hospitality worldwide.
Explore the recent report "Inside the Experiential Dining Boom: The Power of Food and Drink in Hospitality" presented by Skift x Accor, and discover how these F&B trends are reshaping the hospitality industry in powerful ways- because, at its core, food is one of the most universal and unifying aspects of the human experience.
Click here to download and read the report
Report Highlights in Brief
Have a glimpse at some insights outlined in the report
Aligning With Today’s Lifestyles
The rise of health-conscious lifestyles has significantly increased the demand for F&B offerings that are simultaneously delicious, nutritious, and eco-friendly. The Skift x Accor report reported that 30% of consumers would switch restaurants to find meat alternatives and plant-based options. Accor’s chefs approach plant-based dishes thoughtfully, aiming to create flavorful and satisfying meals.
Prioritizing Authentic Culinary Encounters
Authentic and diverse culinary experiences have become an essential part of travel. From exploring local traditions in a private cooking class to selecting fresh ingredients at a market with our chefs or savoring new flavors that foster a deeper connection to the local communities, these moments enable guests to embark on immersive food journeys.
65% of consumers want to make sustainable choices in their daily lives
Source: World Economic Forum
Fostering Sustainable F&B Solutions
This trend is driven by a growing awareness of environmental issues and a desire to support practices that reduce their impact. Implementing partnerships and new technologies allows Accor to align with this demand, including an AI solution that enables over 350 hotels to cut approximately 40% of their food waste.
Good Design Enhances F&B Success
Multi-sensory design in F&B spaces can significantly enhance guest experience. In that sense, thoughtful design elevates the perceived value of both menu selections and the hotel brand as a whole. Lighting, furniture, decor, and hyper-local cultural elements all can come together to create an immersive setting for experiential dining.
