How Can Hotels Integrate F&B Outlets into Marketing to Enhance The Guest Experience?

“Traditionally, packages are offered where a dinner is added to the hotel night. Nowadays, the hotel’s restaurant is sometimes front and center, and the accommodation is almost a byproduct. In those cases, you could turn your messaging around. Focus on the restaurant experience and then mention that the evening does not have to end there. Foodies are willing to travel from afar to taste the best or most hyped dishes (have you seen those TikTok lines?) – they’ll also need a place to sleep afterward.”

“Innovative hoteliers now see their Food and Beverage (F&B) services as add-ons and key drivers of profitability and guest satisfaction. This approach increases their revenue share and gives them more control over the guest experience.

Hotels spotlight their culinary offerings through social media, drawing in potential guests with eye-catching visuals and exclusive content. The adoption of generative AI enhances this effort by creating personalized and engaging content, such as text, images, and videos. This technology crafts unique content highlighting the hotel’s F&B services, making them more appealing to potential guests and encouraging direct bookings.

Package deals that pair dining experiences with stays are gaining popularity, providing guests with added value and a glimpse into local cuisine – personalized promotions, informed by guests’ preferences and previous dining experiences, foster loyalty.”

“F&B outlets can boost a hotel’s revenue and overall customer experience. Great food isn’t just a meal; it’s a memory. Guests often remember their dining experiences. Leveraging these touchpoints in your overall marketing strategy can significantly enhance the hotel’s appeal. Here’s how it works:

1. Showcase Uniqueness: Showcase what makes your F&B outlets special. Highlight signature dishes, a talented chef, your unique location and ambiance.
2. Engage on Social Media: Share mouth-watering images and updates about your F&B offerings. Encourage guests to share their experiences online, too.
3. Special Events & Promotions: Create events around your F&B outlets. It could be themed dinners, exhibitions, charity events, various parties with live music, and the best line-up.
4. Collaborations and Partnerships: Cross-promotions can expand your reach. Partner with local influencers and collaborate with nearby businesses.
5. Loyalty Programs: Integrate your F&B outlets into your hotel’s loyalty program. Offer discounts, special menus, or exclusive events for loyal customers.
6. Personalised Experiences: Use guest data for personalized F&B recommendations, enhancing the experience.

7. Online Reviews and Testimonials: Positive reviews for your F&B outlets are gold! You should become a place where every bite tells a story and encourages guests to leave positive reviews.”

“What do you want people to say about your guest experience? Traditional or edgy? Friendly or formal? Comfortable or exciting? Well, whatever that dream review is, that is what you should be diligently exemplifying in your food and beverage outlet.

The cleanliness, décor, passion for hospitality, and commitment to excellence in hitting the spot for flavor, speed, temperature, and kitchen flexibility will set the tone for how your guests and your local community feel about your experience. That local community will refer their friends, family, and business associates to your hotel or another based on how well you hit the mark in food and beverage hospitality. Be sure every cocktail and every meal is an Instagrammable moment, and your hotel will enjoy excellent, earned social media and valuable reviews and recommendations.

Be sure to have wonderful options listed on the menu for vegans, keto, gluten-free, etc. You can lose a whole table because you have nothing for one of the guests. When you welcome the underserved in your community, you will create more opportunities for loyal bookings.”

“F&B is a major focus in the luxury vacation rental space as there are many marketing opportunities, including private chefs, agritourism, and authentic local cuisine. Guests are often looking for an authentic local experience – so if you can provide local produce and food excursions, like beekeeping, cheese making, wine harvesting, and whisky tasking, they will appeal to many people.

For example, in Tuscany, guests can join many food excursions, like olive pressing, at so many amazing villas and farms. This agritourism allows guests to participate actively in the community and supports the local economy. Meanwhile, in Switzerland, guests can go mushroom hunting and berry picking or learn about local cheesemaking.

Another advantage for luxury vacation rentals is that these properties have kitchen and dining areas – meaning guests can enjoy many other culinary experiences, including private chefs. This offers another opportunity to show off local cuisine and create tailor-made menus for guests. The private kitchen facilities in vacation rentals also allow families and large groups to gather and enjoy the amenities, and perhaps cook the ingredients they have picked or bought during their holiday.”

“Adding a compelling F&B call to action (CTA), such as “Book a Table” near your website’s “Book Now” CTA can give the F&B outlet more weight and authority as a stand-alone restaurant and not just somewhere guests can eat. Start tracking specific F&B KPIs via Google Analytics – such as calls to the restaurant, clicks to make reservations, RFPs submitted for private dining, etc.

Consider purchasing a custom URL and creating a mini-site or landing page for the restaurant, so it has its own identity outside the hotel, e.g., myrestaurant.com vs. myhotel.com/dining/restaurant.

Separate your restaurant’s paid search and social campaigns, don’t lump F&B keywords in with the hotel, give it its own line item and segment within the greater hotel plan.”