Hilton released its latest Trends Report Monday, dubbing 2025 “The Year of the Travel Maximizer.” That’s good news for restaurants, since nearly 20% of people will travel for leisure specifically to seek out new dining and culinary experiences, according to the report.
“Restaurants can capitalize on this trend by creating innovative, must-try culinary experiences for their guests,” said Adam Crocini,Hilton's SVP Design, Wellness and Food & Beverage.
Other tidbits from the report, based on a survey of 13,001 adult travelers worldwide, support the growing importance of food and dining in travel plans:
• After accommodations, dining experiences are the next highest travel budget priority in 2025.
• 50% of global travelers book restaurant reservations before their flights.
• 60% of luxury travelers prioritize staying at hotels with great restaurants.
Travelers are keen on immersing themselves in local culture, and eating local cuisine or tasting a regional specialty is tops on the list. Restaurants helmed by well-regarded chefs are also a draw.
To compete with local independent restaurants, Hilton is jumping in with its own chef-driven dining destinations. “Earlier this year, we announced a partnership with acclaimed chef Michael Anthony, who will oversee the signature restaurant dining experience and concept at the highly anticipated Waldorf Astoria New York,” said Crocini. “Additionally, we recently introduced a culinary series at Waldorf Astoria Monarch Beach that honors Chef Michael Anthony and other James Beard Award-winning chefs including Nancy Silverton, Rob Rubba and Michael Rafidi.”
These one-night-only gatherings feature a small reception followed by a multi-course dinner crafted by the featured chef.
Several signature bar and restaurant concepts have also been unveiled under StiR Creative Collective, Hilton’s in-house consulting and development arm. Noteworthy openings include Capolinea at Signia by Hilton Atlanta Georgia World Congress, an Italian restaurant with tableside martini service; Papaya Club at Conrad Orlando, a Pan-Asian concept complete with tiki bar; and Rosebay at Hotel 1000 Seattle, a cocktail lounge with small plates incorporating Washington State ingredients.
Healthy snacks are trending up on menus to meet the demand of wellness seekers.
Wellness and mindful drinking are interrelated trends that also will impact travelers’ food and beverage choices in 2025. In a poll of Hilton team members, 25% expect health-conscious menu items to increase in popularity in 2025. Health-focused snacking and to-go options in particular are on the upswing, which Hilton cites as the “Good-for-You-Goodies” trend.
And wellness is having an impact on alcohol consumption, with “tempo drinking”—the mindful practice of regulating the pace and volume of drinking alcohol—continuing to have legs. Hilton’s aptly named Tempo hotel brand launched a Spirited and Free-Spirited beverage program, which offers travelers a cocktail list filled with alcoholic and nonalcoholic drinks that are created and presented in the pretty much identically to provide the same flavor profile and experience. And a growing number of restaurants, bars and hotels are curating well-crafted zero-proof cocktail selections to meet travelers’ lifestyle preferences.
“The trend toward mindful drinking has also impacted Hilton’s catering functions, placing a larger emphasis on experiential beverage offerings,” said Crocini. Unique coffee setups and tea services are joining non-alcoholic drinks as sought-after beverage experiences.
“Slow Travel”—immersing oneself in local culture for an extended stay—and nostalgia are two more trends propelling travelers who will venture out in 2025.
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