Travel is booming again

Travel is booming again
Shutterstock

What to expect in 2023 and beyond: the future of food and travel

Seven main trends in travel and gastronomy for 2023.

The hospitality industry at large has been through a lot lately, with the pandemic, a war in Europe, and high inflation affecting politics, the economy and everyday life worldwide.

The way we travel and eat continues to change rapidly, with businesses required to adapt at speed in order to remain competitive. Falstaff looked at the major trends and spoke with international experts and key players on the future of hospitality, identifying seven major trends that will shape the industry throughout 2023 and beyond.

1. Wanderlust is back!

Finally, after years of lockdowns and restrictions, travel is booming again. However, consumer behaviour and the market in general are changing radically. Neal Jones, Chief Sales & Marketing Officer, Marriott International for Europe, Middle East & Africa, said: “Travel trends for 2023 are more interesting than ever because we are in a stage of transformation.”

Marriott Bonvoy's latest International Travel Trends 2023 Survey, with 14,000 respondents in Europe and the Middle East, has found that travellers will spend more money on travel overall in 2023 but want to save on individual trips. A total of 80 per cent of respondents plan a holiday, but to allow for a high-quality travel experiences, 43 per cent want to travel during the off-peak season to save money.

Travellers want to save on individual trips
Shutterstock
Travellers want to save on individual trips

2. Sustainability is key

Sustainability is at the topic of the agenda will continue to gain importance in the years to come, said Pierre Nierhaus, change expert for the hospitality and lifestyle industry, in his Trendreport 2023/24.

Marriott Bonvoy's survey concludes that sustainability has become a key factor for travelling, with 69 per cent (of German respondents) saying that environmental considerations have some influence on their travel plans. More than a third (37 per cent) even stated that environmental aspects determine their travel plans, and they will only spend their money with companies that have a positive environmental record. Julia Simpson, WTTC President & CEO, said in the Global Traveller Report: “Sustainability is at the top of travellers’ agenda, and consumers highlight the value they put on protecting nature and travelling responsibly.”

Thus, key players of the industry adapt their strategic focus accordingly. One of the global pioneers is IHG (InterContinental Hotels Group PLC) which already took the step to fully align their business agenda to the UN Sustainable Development Goals. Robert van der Graaf, Development Director DACH, IHG Hotels & Resorts, said: “Our responsible business plan is playing an important role in helping us meet this demand from our millions of guests around the world through far-reaching commitments to drive environmental and social change. This is a ten-year action plan, aligned to the UN Sustainable Development Goals.”

Protecting nature is important for many travllers.
Shutterstock
Protecting nature is important for many travllers.

3. Vegan food and conscious eating is a lifestyle

Food is becoming an expression of a general attitude, a status symbol, and a means of self-expression. According to Pierre Nierhaus, the focus is on animal welfare, plant-based dishes, zero waste, organic foods and the CO2 footprint – all key factors of a responsible lifestyle. He believes it is not vegans and vegetarians who determine the market, but flexitarians.

The German Zukunftsinstitut predicts a similar trend: vegan alternatives of certain traditional dishes will become standard in our culinary repertoires. Just as chili sin carne has become as well-known as chili con carne, there will be similarly successful alternatives to other classics from a wide range of cuisines. From meatballs or kimchi right up to cabbage roulade, some promising vegan versions are already emerging around the world.

For Generation Z, sustainable eating is part of their self-definition and plant-based cuisine is increasingly taking over in retail, with vegan dishes becoming an indispensable part of most menus. “In the food sector, sustainability is gaining importance in all dimensions; local products and producers are coming to the front, and meat-free alternatives are becoming standard,” said Michael Otremba, CEO of Hamburg Tourism.

In upscale gastronomy, organic is mandatory, but organic plus regionality is even better. And it does make a lot of sense. According to Nierhaus, switching to vegetarian or vegan dishes is not only sustainable, but also economical: plant-based dishes are ten to 15 per cent cheaper in terms of cost of goods. In Michelin-starred gastronomy, the trend toward relaxed dining continues. Getting the first star is becoming more casual, with the food and idea being the deciding factor. Sharing enhances a meal as a mutual experience and portions are getting smaller.

4. Staff shortage: digitisation might be the solution

The shortage of employees and trainees is a major problem for the hospitality industry which, in response, has been forced to raise wages significantly. European and US restaurateurs are also faced with rising food costs and lower profit margins, with a possible solution the trend towards robotics in everyday life. In the future, we can expect AI technology and robots on site in more and more service areas (e.g., customer and concierge service, food runners or floor cleaning in restaurants and hotels etc).

The decisive factor will be whether companies can afford these and Pierre Nierhaus identified new approaches to improve staff problems: flexible personnel recruiting worldwide, new forms of working hours, separate production and process-oriented cuisine.

5. Simplicity vs. Individuality

During Covid, sales through online ordering platforms increased significantly with the likes of Netflix, Uber, and Too Good to Go becoming the new stars. Platforms are cooperating with each other, entering partnerships with chains, and becoming even more powerful: PayPal with Amazon, Uber Eats with Starbucks. Individual eateries, beloved for their uniqueness, diversity and cheerfulness, continue to be hit hard, and not all operations will survive, claims Nierhaus.

6. Hospitality: People first 

Thus, simplicity and kindness are the new luxury assets: simplicity because it’s trendy, reduces personal complexity and, for all food professionals, because it’s necessary from a cost perspective. Hospitality and personality are the ultimate USPs for individual gastronomy and the hotel industry at large, according to Nierhaus’ Trendreport 23/24. The appreciation for guests and employees is mandatory – almost the antithesis of digitalisation and simplification. Friendliness is also in focus for employment: people count, and employees in particular. Bad corporate culture is being punished. Michael Otremba, CEO of Hamburg Tourism, confirms: “Unique selling propositions and individual concepts will continue to gain in importance, as they are the only way to survive in an increasingly competitive environment.”

7. Workation is taking over

The pandemic has accelerated the rise of remote work with workation, a mix of vacation and work, becoming the new normal. “The possibility of hybrid working will mean that millions of workers will log on while travelling, saving up their annual leave,” said Neal Jones of Marriott International.

Nierhaus expects classic business travel not to return to its old strength. Workspace in hotels becoming a logical additional offering for business and leisure travellers. Connectivity and digitisation are becoming the norm and hotels turn into a universal living space.

 

Despite the joy about returning guests, the hospitality sector – food and travel – is facing many challenges. Flexibility and the willingness to change and adapt quickly will determine their future. But we are confident, that those who made it through Covid, can manage everything.

Katharina Svegler
Katharina Svegler
Author
Find out more
Estonia
A gourmet holiday in Estonia
Falstaff recommends 10 carefully selected hotels in Estonia for a gourmet holiday now, as spring in...
By Aivar Hanson
Travel Essentials
Multipolar Vilnius
Falstaff selects five distinctive hotels in the capital of Lithuania.
By Aivar Hanson