Two powerful trends are reshaping the F&B industry in the GCC. These include sustainability and wellness. The two global trends are changing not just consumer tastes, but also creating significant opportunities for profit.
According to McKinsey’s data, the global wellness market has a value of USD 1.8 trillion. Their findings show that consumers prioritize wellness in their daily lives: 87 per cent in China, 82percent in
In the UK, 73 per cent of respondents are from the US. The shift in food perception has changed the way people view it. Guests are now looking for dining experiences beyond just a meal. They want meals that improve their health, boost immunity and manage conditions.
Global citizens today are equally concerned about sustainability. PwC’s Voice of the Consumer 2024 survey revealed that 80 percent of respondents were willing to spend more on sustainably produced and sourced products.
Luxury hotels in the GCC and their F&B outlets can capitalize on sustainability and wellness by implementing smart revenue management strategies, providing premium products that are aligned with these trends and taking strategic cost saving measures. These are the seven best tips to tap into these trends.
- Farm-to fork initiatives: By sourcing local produce, hotels reduce their transportation costs as well as their carbon footprint. The initiatives are not just about supporting communities, they also offer guests fresher food and have contributed to an increase of 25 percent in patronage in GCC.
- Many luxury hotels offer healthy dishes made with local, organic ingredients. This has led to a 30 percent increase in F&B revenues and increased engagement among guests. A smaller menu with a well-curated selection can also reduce waste, costs and offer diversity. Quality over quantity is the key, so choose high-quality, wellness-oriented dishes.
- According to Businesswaste.co.uk, hotels produce nearly 290 000 tons of waste each year, of which a third is food. Waste management is a way to reduce costs, both in terms of disposal and procurement. Hilton’s Green Ramadan 2024 program reduced food waste in 32 Hilton hotels across seven countries by more than 20 percent. Conrad Dubai distributes its food waste to local farms, and displays it on buffets in order to promote mindful consumption.
- Transparency is both ethical and profitable. Detailled menu descriptions with local sourcing information and knowledgeable staff can enhance dining experiences, driving up prices. Incorporating creative plant-forward recipes that are appealing to even meat eaters can also cater to the wellness trend while lowering costs.
- Education experiences can generate income. The Mandarin Oriental in Bangkok offers farm tours and cooking classes that promote sustainable cooking practices. The Mandarin Oriental, Bangkok has implemented initiatives that have led to a 20% increase in the number of guests participating in F&B events and receiving positive feedback.
- Many luxury hotels now offer wellness-focused meals as an important selling point, or “the” reason to stay. Six Senses Hotels Resorts Spas has launched the Eat With Six Senses” program which emphasizes organic, local, and nutrient rich ingredients. According to reports, properties that offer wellness-focused meals have experienced a 20% increase in customer satisfaction. They also saw a 15% rise in the number of repeat customers.
- Forecasting is key: not only do you need to know what your guests like, but also when and where they eat. Hotels can improve their purchasing processes by identifying these specifics. This will allow them to purchase the correct amount of ingredients and at the appropriate time. This method also considers efficient staffing to reduce staff costs in quieter times.
