It's Time to Rethink the Three-Meal Restaurant

By Elizabeth Blau Founder & CEO, Blau & Associates | August 14, 2016

This article was co-authored by Tim Martin

Co-authored by Tim Martin, Director of Strategic Development, Blau & Associates

We are living in a golden age of dining, so why are we still dealing with traditional three meal restaurants in hotels?

I think it's fair to say that dining and restaurants have firmly entrenched themselves as key players in our culture. Chefs have long established themselves as members of the celebrity class. Every major network seemingly has some sort of cooking, travel or food related show. And hundreds and thousands of blogs, yelp channels, instagram feeds, and publications are dedicated to tracking, celebrating, and recreating it all.

More important, rising costs in major cities, a sustained interest in local products, and the expanded visibility offered by social media has created an expanding roster of less traditional but still excellent dining destinations ( see Detroit, Minneapolis, Asheville, Portland, ME, the list goes on ). Even if you are not an avid follower of restaurants, knowledge of them, their chefs, what's "hot" and "trending" has all become part of a broader conversation in our current popular culture, and I think that is a great thing. However, I also think it means it is time to seriously reconsider an unfortunate staple of an era when great dining experiences weren't so readily available – the hotel three meal restaurant.

These days there are great meals to be discovered around every corner, and a glut of information and tools dedicated to helping us never go without a list of options. Travel is evolving on the leisure and business side, as is our approach to how we eat on a daily basis, and when. Why do hotels insist on forcing their signature dining restaurants to be all things to all people? Why can't we have dining that reflects our needs, routines, and wants?

Hotels have played an incredibly important role in the development of modern dining. It was at the Hotel Savoy that Auguste Escoffier first assembled the kitchen brigade, an organizational hierarchy still used today. They supported fine dining and important innovations throughout much of the twentieth century. More recently they have played an important role in expanding the reach of celebrity chefs through strategic partnerships, licensing deals, and management contracts, allowing a once locally focused profession to easily expand nationally, and even internationally.

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Chris Green
Scott Hale
Suzanne McIntosh
Gaurav Varma
Rick Skinker
Dianna Vaughan
Emily Loupee
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.