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Trend report: The Foodie Traveller Opportunity

Stylus Trend Report

From the world’s first gin hotel to a Scandinavian take on English high tea, leisure brands are capitalising on the foodie tourism boom in intriguingly inventive ways.

Shrewd hoteliers and hospitality brands are capitalising on the boom in foodie tourism with settings and experiences that position food and drink at the core of their offers.

Summary

Boozy boltholes: Inspired by the commercial success of wine tourism and the increasing popularity of distillery tours for the global whisky industry, beer and sprit companies are creating entire hotels themed around their brand and their expertise.
 
Unhurried hospitality: Slow food advocates in the hospitality and restaurant scene are launching a new generation of contemporary farm-to-fork hotels. These settings allow guests to become completely immersed in the slow food ethos and learn traditional skills during their stay.
 
New food worlds: Foodie tourism is now manifesting as theme parks entirely dedicated to food and drink, while existing operators are also upping their gastronomic game to attract food-savvy travel tribes. 
 
Afternoon tea: An ongoing opportunity: Innovation and creativity surrounding this dining occasion shows no sign of slowing down. In a crowded marketplace, inventive operators are carving out niches by focusing on upscale presentation, global cuisines and luxury ingredients.
 

Boozy boltholes

Global wine tourism has been picking up pace over the past few years, and is estimated to be worth upwards of $42bn (International Wine Tourism Conference, 2015). Our full report reveals the impact of increased wine consumption in China, explores the ever-growing popularity of bourbon distilleries and profiles the world’s first gin-themed hotel. Read more.
 

Unhurried hospitality

The slow food movement is now seeing a new wave of expression, with several hotels upping their culinary game to offer thoughtful and contemporary takes on slow food and farm-to-fork credentials. Our full report looks at how one in Ibiza is combining slow food with communal living, and how another in California has pioneered a sustainable menu based on Japan’s 72 micro-seasons. Read more
 

New food worlds

Leisure attractions such as theme parks are also capitalising on consumers’ desire for gastronomic travel, with destinations based entirely on food and drink. Our full report profiles the world’s first ‘wine theme park’, Disney World Orlando’s new outdoor dining section and a soon-to-be opened food theme park in Bologna. Read more.
 

Afternoon tea: An ongoing opportunity

The traditional British ritual has been turned on its head, with new formats and flavours emerging in unusual and contemporary ways. Our full report looks at a new afternoon tea inspired by the London art scene, a Scandinavian reimagining of the English high tea and a new ‘cuppa with caviar’ experience in New York. Read more.
 

Future insights

Consider the whole picture: When it comes to themed hospitality, be sure to pay special attention to all consumer touchpoints to create a holistic and immersive experience. For example, BrewDog’s malt-based mattresses are a fitting touch and fun conversation starter for brand enthusiasts.
 
The next meal makeover: Hotels should consider uplifting and reimagining other established meal occasions beyond traditional afternoon tea. Themed brunches, luncheons, suppers and even midnight feasts will attract a wider cohort of visitors.
 
To view the full report on Stylus.com, inclusive of more must-read future insights, click here.