“Eat Your Greens” Trend’s Consumer Knowledge Impact in the Hotel Industry

If you are a hotelier looking to attract an important today’s niche market, then consider investing your efforts in following the vegan/organic trend. Indeed, there has been a rising interest in vegan diets that are becoming very popular especially among millennials. Indeed, this generation is significantly driving the hotel industry. According to the organization The Hotel Network (Links to an external site.), millennials are recognized for being travel-demanding. They are also known for their fascination to explore the world and live unique experience following the new market tendencies. Thus, the vegan movement should definitely be considered in your hotel food and beverage departmental strategies. If your restaurants are dominated by meat-based specialties, it is time to reinvent your menus in order to attract a very profitable audience nowadays.

How is the Vegan Trend Defined?

The Vegan trend can be defined by a lifestyle people adopt aiming at avoiding animal products in their food consumption. In fact, vegans do not eat meats, dietary products, eggs and any substance derived from animals. This movement has boomed due to growing concerns about animal rights and environmental reasons.

Consumer Knowledge Propelling the Shift in Consumer Behavior

Consumers nowadays are becoming more and more conscious about issues related to animal welfare, sustainability, well-being and health. As a result, there is a growing interest in vegan-products helping customers to commit to these popular causes.

As there is an increasing guest’s awareness when it comes to sustainable food, hotel professionals predict higher demands in the coming years. As a response to these rising concerns among hotel guests, numerous properties have adapted to the new organic/vegan food trend in their kitchen to satisfy the mindful guests.

One of the most famous hotel corporations in the world Hilton has partnered with the World Resource Institute (Links to an external site.)which has allowed the hotel group to be recognized for its commitment to serve food that is climate-friendly. In addition, this has made the company become popular for offering food that has low impact on greenhouse gas emission. Indeed, Hilton that is the first hotel group in the world has understood the awareness of its guests about the impact of food on the environment. Thus, its properties’ leaders have effectively trained its team members to be up-to-date with menu strategies.

Besides, #EatForthePlanet is one of the most famous movement on social media which reaches millions of followers especially among millennials. This shows how people are embracing these dietary habits and that it is essential for hotel operators to understand it well.

Hotel Industry Adjusting to Rising “Eating Green” Consumer Behavior

As hotel guests are increasingly interested in ordering vegan/ organic dishes, chefs have been forced to craft new menus to follow the innovative pace in the hotel industry. According to an investigation conducted from Kimpton hotel chain, (Links to an external site.) sommeliers, chefs and managers agreed that menus have to include wider vegan/ organic options to satisfy many of their hotel guests.

As food and beverage accommodation is an essential part of a hotel service, many potential guests nowadays would be looking at if a particular property is vegan-friendly to influence their booking choice.

Just a couple of years ago, certain vegan ingredients would not have been particularly well-perceived by guests. For example, according to a 2020 trend report from Kimpton hotels, (Links to an external site.) medicinal herb incorporated into dishes were found to be the favorite ingredients on its restaurants menus. These likely would not have been accepted by many guests if implemented in the past.

According to Nathaniel Farrell (Links to an external site.), the chef from the Laureate restaurant at the Hyatt Regency in Manchester, “plant-based products are reaching levels and, in some cases, surpassing the quality and taste of non-plant based dishes”.

A changing demand has been recorded in the industry which allowed hotel administrators to elevate their menus. Through experimentation and innovation, hotel chefs have “wowed” hotel guests through creating dishes that appear and taste like meat. Hotel chefs have created unique specialties with Impossible Foods (Links to an external site.) that mix 17 ingredients to taste and look like a real piece of “meat”. Indeed, Impossible Meat includes as much protein as in real beef. They are a must to appear in menus as they are pioneers in the vegan market.

As vegan-dietary preferences have been coming to light in the recent years, it is becoming crucial for your hotel team to think about tasty plant-based specialties you could implement in your menus appealing to a wide target audience. Menus in hotel restaurants will likely have plant-based food options representing greater shares of it in the future ahead. If you are looking to gain an advantage over your competitive set, show the dynamism of your property adapting to the new vegan food trends. Follow the fashion and start acting now with your food and beverage team to drive more booking conversions to your property!