Half of hotel guests prefer to order takeaway or eat elsewhere, research shows

Half of hotel guests are likely to order food for delivery or dine elsewhere during a stay, recent research has shown.

Zonal’s latest Go Technology report, produced in partnership with CGA by NIQ, revealed 35% of guests thought room service was too expensive, while over a quarter (26%) complained about the limited menu options.

The survey was conducted among 5,000 nationally representative British consumers in September 2024.

It also found that only seven in 10 (71%) staying guests were happy with the quality of food and drink on offer.

That said, nearly half (46%) of people surveyed said discounts on hotel food would encourage them to eat there, while another 38% of respondents added they would be swayed to eat at a hotel restaurant with a positive review.

Tim Chapman, chief commercial officer at Zonal, said: “Despite a challenging market, our research shows that there are clear opportunities for operators to capitalise on, particularly in areas like F&B, where revenue potential remains strong. With so many external dining options and delivery services available, hotels need to step up their game to capture more of their guests’ spending. 

“F&B can play a big role in boosting revenue, especially as it helps balance out pressures on room rates and rising costs. By enhancing the quality, variety, and convenience of their dining options – whether in the restaurant or via room service – hotels can better meet guest expectations and encourage repeat visits, growing loyalty.

“Simple things like easy online booking and positive reviews can make a big difference in driving more pre-booked meals. At a time when margins are tight, focusing on F&B is a great way for hotels to stay competitive and keep their bottom lines healthy.”