Five food & beverage trends getting diners ‘joyfully’ back to hotel restaurants

Here are 5 trends that chefs and F&B directors can embrace to help put joy back into the on-site restaurant experience or JODO (Joy of Dining Out):

1. Crave-Worthy Menus: People got creative during the pandemic and prepared their own meals using ingredients they had on hand and a smaller budget. For them to be comfortable eating out again, they will need a strong and often urgent desire for specific foods that satisfy a taste, or bring emotional satisfaction. Start by reminiscing about childhood dishes and looking for new spices that will enhance your menu. Salad toppings with special flavors. Gourmet chili dogs. Oversized chocolate bars Giant cannoli Bacon and cheese biscuits drizzled in honey. By elevating comfort foods, you can create a menu that will appeal to the heart and make people eager to dine out again.
2. Reduce the size of your portions People no longer eat the way they used to. Health-conscious travelers (alongside high-spending Millennials, Gen-Z and Millennials) aren’t excited by large, unsanitary food buffets. Sharing plates and smaller portions allow them to try more food without eating as much. It is better for both the restaurant and the hotel. Donate leftover food to your local food bank whenever there is any food (especially after a big banquet).
3. Local Flavors You may not like it, but if you’re in Maryland you will have to offer a crabcake that is sure to please. Even though you may get tired of it, travelers will still seek out your restaurant to satisfy their craving for this Maryland staple, especially if the dish is made with jumbo-sized lump crab meat. Travelers want to experience local flavors, but they don’t have to eat the same thing every time. There are many variations to menu staples, like serving crabcakes Carolina-style with more breadcrumbs. Fusion is also a fun option. Add Old Bay seasoning to shrimp tacos and pineapple slaw, or use Tajin as a rim for margaritas. It’s a good idea to add items that people come to your region to their menu. For example, a crab and sourdough bowl with corn chowder. Although it may seem like a lot, the dish is flavorful and full of pizzazz.

4. Coffee Experiences Coffee is not just a beverage — it’s a strategic F&B pillar that drives revenue, enhances brand perception, and caters to evolving guest expectations. By 2025, hotels that include coffee in their design of the guest experience, and not just as a convenience, will gain a competitive advantage. Coffee can be used to drive revenue all day long (from breakfast service, afternoon pick-me ups and late-night specialty drinks). It increases guest satisfaction and loyalty, particularly among Millennials, Gen Z, and X travelers. It also adds differentiation to the market and can be paired with food and desserts, creating opportunities for upselling at breakfast, brunch and in-room services. Coffee concepts can also work across multiple outlets—room service, lobby cafés, grab-and-go stations, meeting spaces, and events.
5. Smoke ‘Em If You Got ‘Em: The use of aromatic smoke to infuse drinks is becoming increasingly popular among hotels, due to its ability for presentation and the sensory experience it provides. Smoking can add unique flavors (oaks cherrywoods mesquites) to classic cocktails. Smoke engages the senses of sight, smell and taste. Smoked beverages leave a lasting impression on the senses. It is a memorable and dramatic moment, especially if prepared on the table or at a bar. Smokey drinks are very photogenic and increase the likelihood that guests will post their experience on social media. Due to the visuals and craftsmanship, they often command a premium price. Even consumers with JOMO will enjoy taking selfies and sharing them with friends.

Smoked cocktails are a great addition to upscale lounges and boutique hotels because they convey a sense innovation, mindfulness and luxury. They align with the current “experiential luxury” trend—offering more than just food and drink, but an atmosphere and feeling. Finally, smoking cocktails, cheeses, and even charcuterie items with a variety of woods, herbs (like rosemary or sage), teas, or spices, giving bartenders and wait staff creative flexibility and allowing for seasonal or local customization, which fits perfectly into themed menus or regional F&B programming.