Hotels are in danger of being caught snoozing when it comes to adopting technology to drive sales and build loyalty, as the competition for the valuable food and beverage (F&B) pound hots up.
It’s fair to say that food has always been a core component of a hotel’s offering. But hoteliers have treated food and beverage with varying degrees of attention over the years.
However, for those that put in the effort the rewards can be huge. In some luxury hotels, F&B offerings can account for as much as 50% of overall revenues. And 60% of hotels expect F&B to contribute more to their bottom line in the next three to five years.
It’s no wonder that 40% of hotels surveyed said they intended to increase the square footage they use for F&B. This includes optimising different parts of a hotel, such as lobby areas, so they feature attractive bars or grab-and-go snack areas.
But how do hotels capitalise on this F&B opportunity? This is where technology offers a solution.
With the rise in mobile, technology plays a part in encouraging dwell time in the bar and restaurant, with 67% of consumers saying they would spend more if they could order from their smartphone. And for 45% of 18 to 34 year olds, they would be more likely to order room service from the restaurant if they could use their mobile (source: GO Technology by Zonal and CGA).
The key question you should be asking, is how tech-ready are you when it comes to delivering the kind of modern, convenient experience that today’s guests expect:
- Do you know how much revenue you are losing from your F&B offering?
- Do you offer hotel guests loyalty scheme and discount offers to entice them to dine with you?
- When did you last review your F&B technology?
Take a couple of minutes to complete our quick interactive checklist to assess if your current service and kitchen capabilities are working for you.
Alternatively, call a member of the Zonal team now on 0800 131 3400 who will be able to help answer your tech questions.