Traditional room service is becoming a service fewer travellers are demanding. Instead, they are looking to be able to order food the way they do at home. And hotels are responding by forming partnerships with food-delivery services.
Hyatt Centric has partnered with a food-ordering company to let guests order from restaurants selected by hotel employees. Orders can be made through a customized landing page. Residence Inn, part of Marriott International, leaves guests grocery-request forms in their suites. Employees will shop for the requested items, which are added to the final bill with no mark-ups. The rooms have fully equipped kitchens including refrigerators, microwave ovens and dishwashers.
Hoteliers say they are responding to travellers who crave an experience that resembles their home life. The popularity of cooking competition shows has also made many people enjoy the art of making their own meals.
Many travellers believe being able to cook in their hotel room would make them feel more at home while traveling. Millennials — those travellers in their 20s and early 30s — were more likely to want to cook. Growing up, they’ve been watching cooking competitions and they are into celebrity chefs. They view cooking as a form of relaxation and a form of entertainment.
At the same time, traditional room service has not been a money-maker for hotels, and many have decided to suspend it. Travellers, meanwhile balk at in room dining prices. According to the American Hotel and Lodging Association, 37% of hotels offered room service in 2014 vs. 22% in 2016. Meanwhile, 71% of luxury hotels offered alternatives to room service last year.
Some Hilton brands have moved toward pantry-style grab-and-go markets in their lobbies as an alternative. The shops offer hot or cold sandwiches, salads, snacks and sometimes beer and wine.
Even travel review website TripAdvisor has gotten into the food-delivery game, and has integrated Grubhub into its website in the USA and Canada. It recently also aligned itself with London-based Deliveroo to expand globally.
The food-delivery services are much more practical in extended-stay properties that have kitchens, which in general is a rapidly growing segment in the industry.