'Food and Beverage Outlets' Must Go
I wanted to take a few minutes to describe a little more visually why hotels get in trouble when it comes to designing "food and beverage outlets" versus a restaurant experience.
First, here are some pictures from air terminals in Bangkok and Amsterdam.
The next one is a picture from a mall in Stockholm.
Hopefully what these illustrate is that food and beverage outlets, which in the real world are called bars and restaurants, exist all over the world and in many cases are more creative and more fun to be at than your hotel’s outlets.
I would like to suggest that all hoteliers stop using the words ‘food and beverage outlets’ and start talking in real world language about your restaurants and bars. Your guests are being trained to expect at least the same kind of powerful experience in your hotel as they do outside your doors (note the candelabra and pewter bar top in the mall bar).
I am frequently told by “brand managers” that their brands cannot stoop to a style that is too contemporary or interesting, or that breakfast really drives the program for their guests and something that does not look like a breakfast room will not satisfy their guests.
My friends, I submit to you that what your guests want is to be relevant and to be seen as people who live in a multimedia, cross branding, high intensity, stylish and human world, which is what they get outside of your doors.
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