Hotel and resort restaurants and bars with innovative chefs and kitchens often grab the attention of guests through placements in traditional and social media. Interesting food and drink specials can draw hotel guests and people living in the area. While word can travel fast with the right marketing and promotions, however, novelty is a fleeting thing. To secure long-term success, hotel F&B decision-makers are advised to keep tabs on what customers from far and near are hungry for while scaling back the bells and whistles.
Surprising? Not when you consider that emphasis on ingredients⏤the building blocks of dishes and drinks⏤has recently engaged the out-of-town guest even more than elaborate presentation. This allows hotel dining spaces to transcend from hotel amenity into social hubs where guests can meet up with one another, learn new skills, take in area history and be a “third space” outside of their homes. There are also creative ways to offset the effects of the off-season or current economy by making locals feel just as welcome, whether they come in for an after-work happy hour, date night, a family dinner/brunch or an interactive event like a tasting or cooking class.
“Hotel F&B has moved from being a guest amenity to being a true business driver,” said Richard Garcia, senior vice president of food & beverage at Los Angeles-based Crescent Hotels & Resorts, stating the importance hotel restaurants and bars feeling as intentional as independent restaurants with inevitable comparisons to the best local bar, coffee shop, brunch spot and neighborhood restaurant.
“A hotel restaurant or bar can no longer exist just because the hotel needs one. It has to feel rooted in the destination through a clear point of view providing a reason for locals to come in and be a financial model that supports the asset. The best hotel F&B today works for three audiences at once: the overnight guest, the local market and ownership. When those three are aligned, the outlet becomes part of the hotel’s identity and performance, not just another operating department.”
Ingredients: Elements of Style
From family-friendly diner-inspired eateries to trendy bistros and opulently attired hotel and resort destination restaurants, there is a shared notion among chefs and F&B directors that in order to to make all guests feel like they belong, getting down-to-earth with a focus on ingredients and sourcing is a big part of how this is accomplished.
“Calling (local sourcing) a trend makes it sound like it’s only important because it’s currently popular,” said Kinga Mackowiak, director of food and beverage at Hyatt Centric Downtown Denver’s Apple Blossom Restaurant. “Guests want to know where their vegetables, proteins and other ingredients are sourced, and we’ve had several private event clients specifically choose us over larger hotels because of our commitment to local and seasonal sourcing. While hotel guests and locals appreciate it, I find locals are often more familiar with regional producers and tend to ask more detailed questions about sourcing.”
In light of a current farm-to-table boom in Lancaster City, PA, Executive Chef Ryan McQuillan of Plough Restaurant and The Exchange Rooftop at the Lancaster Marriott said that while tastes vary among locals and visitors, both gravitate towards simple ingredients prepared and served at the peak of their flavor. The kitchen leans on local produce to showcase what the Lancaster area has to offer and the team’s talents. This, in turn, has highly resonated with employees and guests while keeping costs under control.
“We are talking to our purveyors and farmers about sustainability, pricing and future availability,” McQuillan said. “Everyone takes a sense of pride in what we are serving because it is a part of our community. It is important to offer a range of (locally-influenced) menu items and a few higher end items. Keeping up with current and future events such as industry trends, tariffs and cattle herds to plan future menus ensures the chefs will not have to change pricing frequently. It is also important to change your menus and reevaluate your product mix throughout the year to ensure pricing is accurate.”
Guests are more informed and willing to spend on premium ingredients, especially when there’s a clear story or technique behind them, according to Chef Partner Riley Huddleston of Kaiya Omakase at Lido House, an Autograph Collection hotel in Newport Beach, CA. While Kaiya’s plating appears very precise, minimal and technique driven, he believes the progression of the meal creates a “more immersive experience that feels maximalist through storytelling, pacing and atmosphere.” Sake remains foundational with its beverage program, though guests are increasingly interested in thoughtfully paired cocktails that complement a tasting menu without overshadowing the food.
“Diners are becoming more adventurous,” he said. “In this (multi-course Japanese dining) format, ultra-premium fish and multi-sensory elements feel natural and intentional,” he said. “In Lido’s more casual dining concepts like Mayor's Table Pacific Pub or Topside, there’s still a strong demand for approachability and comfort, though I see that changing for destination hotels in the near future.”
At Hilton Cancun Mar Caribe, menus are developed in a straight-forward way based on each restaurant’s concept, with a strong focus on elevating the quality of every dish. Luis Perez, director of food & beverage, insisted that the best approach throughout the hotel restaurant program is to concentrate more on product excellence and culinary execution. While some classics are perennially successful, guests appreciate familiar flavors presented in a more sophisticated and contemporary way. Executive Chef Rodrigo Reyes, meanwhile, said guests are looking for healthier cuisine without sacrificing flavor and requesting more vegetarian and plant-based options.
“Rather than follow trends, our direction with our Mexican, Asian, steakhouse and Italian restaurants involves maintaining authenticity to (each) cuisine while refining flavors, presentation and ingredient quality,” said Perez. “We prioritize ingredients such as regional fruits, local cheeses and other artisanal products, and elements are highly appreciated by both local guests and hotel visitors as they provide a more authentic and memorable culinary experience.”
While hyperlocal sourcing resonates with resort guests and local customers, Omar Collazo, executive chef of Omni Amelia Island Resort & Spa, said that intentional simplicity ensures everybody gets what they pay for. Guests seek out a sense of place they can taste, while locals visit the restaurant to support purveyors from the area. Shrimp is a prime example, as Amelia Island and Fernandina Beach are deeply connected to the history of the modern shrimping industry.
“We source seafood fresh from local waters whenever possible, and people truly notice the difference,” he said. “(Beyond seafood), we partner with Cohen Farms in Georgia to purchase an annual harvest of pecans that carries us throughout the year. We source honey from both our own on-property Sprouting Project beehives and a specialty producer in Ocala, and serve ice cream from Yoder's Creamery, a multigenerational family creamery in St. Petersburg. These relationships allow us to tell the story behind the ingredients while supporting producers throughout the region.”
Minimal Pretense, Maximum Impact
Over-the-top presentation popular a decade ago has made way for plating that is as clean and comforting as the flavor profiles and the cooking methods used to craft the dishes.
The Ava Hotel’s executive chef Casey McMinn said that higher quality meats, fish and locally sourced fruits and vegetables are at the forefront of what guests and locals visiting the restaurants at the Paso Robles, CA property. Interest is shifting away from the white tablecloth and toward ingredients with interesting origin stories that lie at the root of what defines “authenticity.”
“(As a customer), I don't want the pompous frill of white tablecloth and nit-picky touches,” he said, arguing that guests prefer ingredient authenticity to be the focal point and local farmers to be honored. “While well-thought-out dishes and technique will not go away, hyperlocal is what cooking is all about, working with local farmers and seasonal products. People want expensive, high-quality products, but they forget about their local farmers. The best restaurants work with their local farmers and let the product speak for itself with minimal manipulation.”
Waldorf Astoria New York’s luxury travel-focused guests are seeking sincerity and craftsmanship over maximalism, according to Executive Chef Patrick Schaeffer, as menus are becoming more restrained and ingredient-driven, and comforting. He has also noticed consumers are more curious about regional cuisines rather than broad cultural categories and want to understand the nuances and traditions behind what they are eating.
“This trend reflects a broader interest in culinary storytelling, travel and authenticity,” Schaeffer said. “Elevated classics remain very compelling when executed thoughtfully. Guests enjoy discovering luxury touches incorporated into foods they already love because it creates an immediate sense of familiarity while still feeling indulgent. However, luxury ingredients should enhance a dish rather than serve as a marketing gimmick.”
Chef Christian Alzaga, leading chef behind NÜ Tulum and executive chef at parent company Namron Hospitality, finds that customers have tired of what he calls “purely ingredient-driven excess” in favor of a broader storytelling experience that is immersive rather than just expensive. As his kitchens lean more toward “refined simplicity with global influence,” relying on clarity of flavor, technique and sourcing with enough restraint to let the ingredients and environment speak for themselves.
“Travelers are more informed and more curious than ever and they want authenticity over generalization,” said Alzaga. “Hotel guests are increasingly seeking a direct connection to place through sourcing, seasonality and storytelling, while local guests value consistency and execution. Highly specific regional cuisines’ (popularity) is also very real. Guests aren’t just asking for “Asian” or “Mexican” anymore. They’re looking for nuance: Oaxacan moles, Yucatán coastal flavors, Thai regional heat profiles or Japanese izakaya-style small plates.”
Jonathan Young, executive sous chef at the Sheraton Phoenix Downtown, finds both chefs and diners are more aware of the regionality and locality of certain dishes; there is no reason to cover things up with unnecessary flash. “We have the opportunity to be more transparent and specific about where our inspiration comes from,” he said. “It's not just about serving great food. It's about telling the story behind it, honoring the traditions that influenced it and giving credit to the people and places that shaped those flavors. Fish tacos might be inspired by a trip to Veracruz and an experience with its coastal food culture, while a burrito has its own distinct history and origins.”
Divine Interaction
Activations and interactive activities spotlighting the building blocks of great meals and drinks have evolved from periodic marketing opportunities to regular events. While they provide visitors with a sensory introduction to the area, they deepen local interest what is shaping the food scene.
The Ava Hotel’s most successful events focus on bringing together like-minded people in the community. “People want to support each other and feel like they left with more than they came with,” McMinn said. “We believe that when we work (with the right partners), our guests at any of our events leave feeling rejuvenated and excited.”
Matthew White, director of food & beverage at The Meritage Resort & Spa, said, “In a place like Napa, guests are always seeking wine that is local since it has such a strong reputation worldwide.” Not surprisingly, The Meritage’s most successful interactive activities are integrated into social and corporate events, and the key to success is telling the story a given product and what sets it apart from others.
Derek Morishita, the SAHARA Las Vegas’ VP of food & beverage credits interactive events keep people excited about coming to its restaurants and the most effective include wine dinners and events sponsored by a liquor brands that allow chefs to creatively pair specific spirits like whiskey, gin, vodka or tequila with different dishes. He believes the differentiating factor is that SAHARA restaurant events are equally enjoyable for the staff as well as the guests. This, in turn, gets customers excited about the restaurant and prompts them to encourage friends and family to attend future events.
The Rosen Centre Orlando’s beer and spirit tasting events, meanwhile, have become a tradition for friend group or date nights already on the calendar. Adrienne Lee, director of F&B, said the property regularly partners with local vendors of beers and spirits so diners can try new things and track them down in their favorite stores. At NÜ Tulum, guests gravitate toward interactive dining experiences, particularly chef-led tastings, open-fire cooking moments and curated multi-course dinners tied to local culture and landscape as they are intimate and grounded rather than overly performative, according to Alzaga.
While omakase meals are not special events in the traditional sense, according to Huddleston, they are both intimate and inherently interactive, creating a strong connection between the chef and the guest. In a similar fashion, pairing events built around rare Champagne, mezcal and whiskey work similarly as they bring group of like-minded people together for an experience thought the hotel.
“We constantly evolve the themes and formats by incorporating seasonal ingredients, unique pairings and collaborations with premium brands to keep things fresh,” he said. “We focus on creating more personalized and educational experiences, where guests can learn about the origins, production methods and flavor profiles of what they are tasting. We also offer several interactive culinary experiences, including pairing classes and cooking classes such as guacamole, paella and ceviche. They have been very successful, allowing guests to engage directly with the cuisine and create memorable, hands-on moments.”
Demitri Pallis, founder/CEO of Demitri’s Bloody Mary Seasonings, whose bar products are carried by Hilton Hotels and Marriott Vacation Club properties, said interactive, immersive and educational events benefit from a human touch and, from an operational standpoint, provide an opportunity to build deeper guest loyalty with both visitors and locals. “We are still seeing continued success with build-your-own Bloody Mary bars, regional spirits presentations, pairing dinners and interactive brunch events,” he said. “However, the event needs to feel accessible rather than an instruction course. Guests want to learn but also want to enjoy the experience.”
From Happy Hour…
“Hotel bars have a natural advantage when they are done correctly,” said Garcia. “They have design, service, energy, built-in traffic and the ability to create a sense of occasion. A great hotel bar can be the living room of the hotel and still feel relevant to the local market. The key is making it feel like it belongs to the city, not just the lobby. Locals need to feel comfortable walking in, while travelers need to feel like they found something specific to that place. When that happens, the bar becomes a destination.”
He also reports bar trends with staying power are the ones tied to actual guest behavior, such as:
- Strong bar programming, especially martinis, spritzes, zero-proof drinks, classic cocktails and regional beverage stories.
- Local partnerships, whether that is spirits, beer, coffee, bakeries, farms, musicians or artists.
- Happy hour and value-driven programming. Guests are still going out, but they are more selective about where they spend.
- Smaller, more focused menus that are easier to execute consistently and protect margins.
Beyond connection to the community, chefs and F&B directors insist craft cocktails and the desire for a “story in a glass” never went away. Pallis, however, insists successful beverage programs achieve a level of “smart craft,” balancing guest experience with operational consistency. Technologies that help bartenders maintain handcrafted quality with minimal behind-the-bar effort have helped, but efficiency and creativity must be equally executable for service during a busy brunch service, a convention or a fully-booked weekend at a resort.
Consequently, current best-sellers across the board have fewer ingredients and the discourse about them is changing. The craft cocktail movement as expressed at the Lido House’s restaurants has evolved toward a more refined and ingredient-driven approach. “While previous iterations focused heavily on complexity and presentation, today we emphasize balance, quality ingredients and storytelling,” said Huddleston. “There is a stronger focus on fresh, seasonal components, house-made infusions and premium spirits. We’ve simplified our recipes to highlight flavors more clearly while still maintaining a high level of creativity and technique behind the bar.”
The less-is-more philosophy also exists at the Lively Hotel in Oklahoma City. General Manager Matt Cowden said his most popular drinks have fewer ingredients. The emphasis here is on the “experience of tasting,” with upgrades like specially-shaped ice that won’t dilute the contents.
Zero proof drinks made with the same level of craftsmanship are also in demand. “We have patrons who want to understand the differences between certain red wines or what pairs well with certain bourbons or the tequilas,” he said. “This gives us a lot of opportunity (to become) nuanced and generate an experience that will have more folks coming to our Cloud Puncher restaurant.”
“Creativity within cocktail culture is what makes it a craft and the entire idea behind cocktails remains how to make the liquor in the cocktail taste the best,” said Nicolette Bonkowski, consultant and lead club bartender at the Pier 66 Resort in Fort Lauderdale. “Even with simpler recipes and fewer ingredients, all cocktails are craft cocktails. The sober curious movement has impacted all properties I have worked with positively. Keeping a bar team on its toes, creating a cocktail that doesn't entirely consist of juice, when providing better guest experience is always a win.”
There is growing willingness among Hyatt Centric Downtown Denver guests to explore lesser-known regions and producers when there's a compelling story and a clear connection to quality and craftsmanship, according to Mackowiak. Customers are increasingly interested in family-owned, organic, sustainable or environmentally conscious producers above and beyond “local.” There is an uptick in interest in ingredient sourcing, especially as trending savory cocktails blurring the line between food and beverage rely on ingredients that can be cross-utilized in the kitchen. While savory cocktails and drinks have been trending, she recommends her peers not chase trends too aggressively.
At NÜ Tulum’s bars, the craft cocktail movement is shifting from complexity to intention with balance, narrative and drinkability. “Cocktails are now seen as an extension of place, with botanicals, regional spirits and seasonal ingredients playing a central role,” Alzaga said. “Tastings and bartender-led storytelling work best when they are culturally rooted rather than trend-driven. There is also a dual demand in spirits programming where guests want both authentic local distillates (mezcal, regional tequilas, artisanal Mexican spirits) and globally recognized luxury labels. The most successful programs bridge both, allowing discovery alongside familiarity.”
“When building your back bar, you must know your demographic while still being able to accomplish your own vision,” said The Ava Hotel Bar supervisor/lead Jillian Richardson. “There is a balance of staying relevant, curating a collection that people feel comfortable with and don't feel lost when trying to decide what to drink. No matter what, people are not sacrificing quality. Trending or not, quality is everything.”
...to “Zero” Hour
Pallis believes there's much overlap between the craft cocktail and the sober curious movement that it has led to it becoming a beverage strategy for bar operators that ensures customers can now come in expecting sophisticated alcohol-free drinks rather than boring standbys like cola, juice or sparkling water.
Justin Gurland had this in mind when founding private alcohol-free club Maze in New York City. “A talented, creative bartender who is designing a drink (will go through) some trial and error,” he said, stressing the final result can't be too sugary. “Creating a zero-proof tequila drink may not necessarily work with what (spirit substitutes) are available, so drinks should be designed around the merits of individual ingredients. When developing Maze’s menu, we took it a step further by carefully selecting zero-proof brands and getting to know the founders to understand where the (inspiration to create it) came from and the mission behind it. We have done tastings of these products with our members partnerships to see which ones will stick for us.”
In the same vein, Steven Jones, GM of The Lodge & Club in Ponte Vedra, Fla., acknowledges that sober curious movement is not a passing fad. He warns that hype has reached unreasonable levels, with people believing that everyone is giving up on cocktails. “Our experience shows quite the opposite: Customers enjoy drinking one or two cocktails and then switch to a zero-proof one or alternating between cocktails and their counterparts,” he said. “This movement does not require removing alcohol from the bar altogether, but rather adding a quality non-alcoholic alternative to the menu. The success of zero-proof cocktails also lies in pricing, as they need to be priced similarly to regular cocktails because the very moment a bartender treats such a beverage as something insignificant, it becomes apparent.”
Like Gurland, Jones is selective and has curated several varieties in The Lodge & Club Ponte Vedra Inn & Club’s bars, especially N/A gins and agave alternatives. However, he has also found many do not fit the bill. He has observed guests usually do not ask for a specific brand of N/A product, but simply order a zero-proof alternative to a given cocktail. The key challenge with serving zero-proof drinks is ensuring they are served in the same manner as cocktails, i.e., in a proper glass and with great care.
Summer Goff, events and culture manager at FiNO of The All Inn Hotel in Denver, CO, said her customers insist on buying quality drinks, zero-proof or otherwise. Once they've tried a drink, they want to learn more about the non-alcoholic products in it. “With zero-proof drinks, we often design the other components and flavors in the recipe, then work backward to select non-alcoholic products that pair well with it,” she said. “I find the most 'a-ha' moments come from non-alcoholic versions of Amari and Aperitivo because you can actually get deep, complex flavors and body. Products like Pathfinder are great for showing people how far non-alcoholic spirits have come.”
Perez said the sober curious movement has had a noticeable impact on the Hilton Cancun Mar Caribe’s beverage program. “We have expanded our zero-proof and low-ABV options to ensure that all guests can enjoy a sophisticated drinking experience regardless of their preferences,” said Perez. “Zero-proof cocktails crafted with the same level of attention as traditional cocktails are gaining strong traction, made with botanical distillates, fresh juices, herbal infusions and non-alcoholic spirits. This shift reflects a broader trend toward mindful consumption without compromising on quality or experience.”
“After the pandemic, people realized that tomorrow is not promised, so we need to take advantage of opportunities to travel and experience new things ... and part of that includes trying new foods,” Morishita said. “While increased travel and greater cultural exposure helped introduce foreign cuisines, there will always be guests who want the classic version of a dish and have certain expectations. In some cases, you can still create that classic dish, but in others it's about adding your own twist. That's what makes restaurants great and dining exciting. It's what encourages chefs to think outside the box and deliver a high-quality product. While luxury ingredients can enhance a dish and create excitement, it's important to ensure that the added value aligns with what guests are looking for and willing to pay for.”
A Word on ‘Inner Space”
“There is a big push when you open a restaurant on property,” said Jeffrey Teuton, director of interior design at the Ideation Design Group (IDG). “But how do you get beyond just guests in the hotel, and how do you get the locals to come in and come back?” he asked, rhetorically.
The answers lie in flexible or ‘hybrid’ spaces offering hotel and restaurant management as many options as they offer hotel guests, local customers and event planners. They lend themselves to special events, group meals and activations with authenticity and connection. Spaces within a bar, restaurant or even lobby can be adapted for chef-driven or specialty cocktail-driven promotions or other events that ensure engagement will remain vibrant and lively throughout the lifetime of the venue.
“The 2000s is circling back in that the spaces’ décor matches the expectations of customers who want to be wowed by a food and beverage experience,” said Teuron. People want to feel VIP and a goal with good design can work a variety of ways to give people that kind of high-touch, high-level experience that they want from a food event.”
Jules Lowry III, IDG’s director of food service design, said that while events with good marketing can lead to restaurants and bars leading hotels and resorts meeting their financial goals, atmosphere and ambiance through distinctive interior design make them more achievable.
“it goes beyond just the menu design,” Lowry said. “The story behind the restaurant’s food is often worked into visuals like the chalkboard display or decorative listings of vendors and purveyors so that guests know that things are fresh and local, and they are supporting small businesses. The bartenders are happy, the servers are happy, which the guests can see and they know that. They can tell when an establishment is being operated effectively. Some of the experiences in these spaces will be successful as customers⏤especially younger people⏤aren't going out to meet and sit in a bar. It’s now all about settings that engage the crowd and give them a reason to enter the space beyond the drinks.”
Guests Deserve a Promotion
Chefs and F&B directors share recent promotions tapping into the popularity of ingredient-specific menus, sustainable sourcing and upgrades on classic recipes:
Chef de Cuisine Nicole Heaney, Ember Steak at the Meritage Resort & Spa: “We want to incentivize local guests to visit our restaurants and have challenged our front- and back-of-house teams for ideas to make us more than an amenity of the resort.”
- Maitre D’s are working on a “locals only” reward program.
- Showcasing local farmers and produce grown/raised in California in specials like Browkaw Gem Avocadoes in our Sweet Gem Salad. We previously highlighted Skyhill Farms Goat cheese in our Winter Beet Salad.
Adrienne Lee, Director of F&B at Rosen Centre: “For a while, locals wouldn’t go out of their way to eat at a hotel restaurant. But that has changed over the years, with celebrity chefs opening locations within restaurants and increasing gourmet options.”
- Two interactive tasting events to attract locals, including ‘Vine & Dine,’ a one-night-only tasting menu at Everglades Restaurant, paired with wine or spirits, and ‘Sip & Savor,’ a one-night-only tasting menu at Harry’s Poolside Bar & Grill, paired with spirits or local brews.
- For the ‘Visit Orlando’s Magical Dining’ menu last year, the Everglades Restaurant chef updated the classic French pastry, vol-au-vent, a popular dish in the ‘80’s and brought it back for people to try with an elevated twist, topped with shrimp and scallops.
- Mother’s Day Brunch and Thanksgiving Buffet at Rosen Centre allow locals and guests to try a bunch of different cuisines and holiday classics from all of the chefs. It is designed to encourage those who liked the experience to come back and try the different restaurant offerings.
This article was originally published in the August/September edition of Hotel Management magazine. Subscribe here.