A new trend in travel planning has emerged, as more and more people are choosing hotel stays based on the quality of the on-site restaurant rather than its location. This trend has been revealed in new research conducted by KAYAK, the world’s leading travel search engine, and OpenTable, the restaurant discovery and booking platform.
According to the research, one in three (33%) Brits have booked a hotel specifically for its on-site restaurant. This is a significant finding, especially when combined with the fact that KAYAK has seen a 72% increase in UK travelers using the “restaurant” filter when searching for hotel stays, showing that food is now a major factor in travel planning.
The rise of social media has also played a role in this trend, with over a third (38%) of Brits admitting to booking a hotel after seeing previous guests post about its restaurant. In fact, reservations in sought-after hotel restaurants have become so popular that over one in five (21%) Brits have booked a hotel room just to secure a table.
The research also highlights the emergence of a new type of traveler – the “taste tourist”. Gen Z and Millennials are leading the way in this trend, with half of Gen Z (53%) and Millennials (47%) booking a hotel based on its on-site restaurant. In fact, over a third (34%) of Gen Z have even booked a hotel room purely to secure a restaurant reservation.
What is also interesting is that food is now ranking higher than traditional sightseeing activities for many travelers. More than half of Brits (56%) admit to spending more on restaurants than any other activity during their trip, rising to 71% for Gen Z and 64% for Millennials.
The influence of social media on dining habits while traveling is also evident, with over a third (34%) of Brits choosing to dine in hotel restaurants because the dishes are social media-worthy. This number jumps to 60% for Gen Z and 50% for Millennials. This has led to the collaboration between KAYAK and OpenTable in creating the Top 50 Hotel Restaurants in the UK, a list based on diner insights showcasing where a great meal is as much a reason to book as the room itself.
Rachel Mumford, KAYAK’s travel expert, comments on this trend, saying, “People are becoming more intentional about how they spend and where they stay. We’re seeing more people combine the destination, the accommodation, and the experience into one choice – with the restaurant at the centre. For many, booking a hotel now means booking the best table in town too.” She adds, “If you’re craving a hotel with great food or just chasing the next Instagram-worthy meal, KAYAK makes it easy.”
Sasha Shaker, Senior Director of UK and Ireland at OpenTable, also shares her thoughts on this trend, saying, “Hotel restaurants are experiencing a true renaissance – these venues are no longer just convenient, they’re coveted.” She adds, “With 72% of Brits willing to rebook a hotel based on a positive dining experience at its restaurant, it’s clear that the dining spot can be just as powerful a draw as the room.”
The Top 50 Hotel Restaurants list, which includes a diverse mix of high-end dining spots, local favorites, and hidden gems across the UK, is available on the KAYAK website. This list is a reflection of the growing appetite for “food-first travel” and aims to make it easier for travelers to find the best dining options while booking their stay.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.