Most Americans will choose one hotel over another based on getting a complimentary drink or meal, according to a new report from Sevenrooms.
SevenRooms, a guest management platform, found that 65% of Americans would prioritize a hotel that includes complimentary breakfast, and that 51% would be more inclined to book a hotel room that includes a complimentary drink or meal upon arrival.
The report, "Checking In For F&B," also found that a hotel's food and beverage (F&B) options makes a lasting impression: Nearly one in three (31%) Americans think hotels with great restaurants are more memorable than those without.
"What many don't consider is that it's not only a well-appointed room and a knowledgeable concierge that guests remember -- it's often the experience they had at the on-site restaurant or bar," said Joel Montaniel, CEO of SevenRooms. "Hotel brands, especially those with locations in various cities around the world, have a unique opportunity to build loyalty with customers through their F&B offerings."
The growth in alternative diets is also becoming a factor when it comes to choosing hotels: When asked what F&B factors would sway them to a hotel for the first time or for a return visit, more than a third (34%) said "a variety of food options for all dietary preferences and restrictions."
That was followed by loyalty rewards for their restaurants and bars (32%). The report also suggest that F&B loyalty may spur bookings: 36% of respondents were more likely to book with a hotel brand in multiple locations if their loyalty program made it easier to earn rewards outside of room nights.
Hotel restaurants and bars have a chance to make future clients of the local community: SevenRooms found that 24% of respondents said that if a hotel in their area has unique and diverse food and beverage options, they're more likely to consider booking with the same brand when traveling.