Technomic says lodging operators are boosting foodservice to fight cost pressures

Technomic’s 2026 Lodging Multi Client Study says lodging operators are leaning harder into food and beverage programs as labor, costs and competition from delivery and vacation rentals squeeze margins. The report points to stronger bets on full-service restaurants, breakfast and alcohol as operators try to protect guest satisfaction and drive sales.

Why it matters: - Lodging foodservice is becoming a bigger competitive lever as operators face higher labor costs, inflation and pressure from third-party delivery and vacation rental platforms. - Food and beverage offerings now influence where travelers choose to stay, making menu strategy and service design more important to revenue and guest retention. - Operators are trying to balance guest expectations for convenience, value and experience while controlling labor intensity.

What happened: - Technomic released its 2026 Lodging Multi Client Study on Sept. 30, 2026, in Chicago. - The study examines consumer behavior and operator responses across lodging tiers and service models. - Technomic found that operators are pairing low-labor micromarkets and flexible hours with traditional service areas such as full-service restaurants. - Donna Hood Crecca, senior principal at Technomic, said quality of service, food, price and value are top priorities for travelers.

The details: - Operators said third-party food and beverage delivery services are negatively affecting their business, cited by 59% of respondents. - Operators also pointed to other online rental platforms as a drag on foodservice business, cited by 53% of respondents. - Forty-one percent of operators said they increased investment in full-service restaurants to improve guest satisfaction scores. - Complimentary breakfast remains a major draw, with 39% of leisure travelers and 35% of business travelers calling it extremely important in the where-to-stay decision. - Alcohol remains strategically important, with 74% of operators saying bar offerings drive visits, sales and profitability. - The study covers luxury, upscale, midscale and economy properties. - The research spans full-service and limited-service restaurants, micromarkets and room service. - Technomic says the report is designed to help operators, suppliers and distributors identify growth opportunities and refine operational strategies.

Between the lines: - The findings show lodging operators are not treating foodservice as a support function; they are treating it as a core differentiator. - The mix of low-labor formats and higher-touch dining suggests operators are trying to protect margins without giving up the amenities that influence booking decisions. - Breakfast and alcohol stand out as high-return categories because they can shape stay decisions and spending without requiring a full all-day dining buildout.

What's next: - Operators are likely to keep testing formats that reduce labor while preserving the guest experience. - Suppliers and distributors can use the study’s category-level insights to target products toward breakfast, bar and flexible service models. - Technomic is directing readers to read more about the study and invites press inquiries at info@technomic.com.

The bottom line: - Lodging operators are using food and beverage as a competitive weapon, not just an amenity.