Hilton recently released its annual Trends Report, and the 2025 installment illuminated new traveler trends, including what they are looking for in F&B.
We’ve outlined some of the findings below!
Solo Dining is on the Rise
Hilton’s report found that solo travelers are on the rise. Nearly 50% of global respondents often travel by themselves (47%). Younger demographics, like Gen Z (55%) and Millennials (51%), will travel on their own more often.
Nearly 40% of solo travelers (39%) say flexible seating options in restaurants and bars would improve their travel experience. With this in mind, Hilton considers them in the design phase of their dining spaces by incorporating elements like an odd number of bar stools and a variety of table types.
“At the Canary Room at Casa Marina Key West, Curio Collection by Hilton, the four-seat bar lends itself to an exceptional solo guest experience,” says Adam Crocini, Senior Vice President, Design, Wellness and Food & Beverage, Hilton. “The lounge features a ‘Rum Nook,’ a little corner tucked away in the library designed for one guest at a time to enjoy an elevated twist on a classic cocktail, such as the signature Banana Rum Old Fashioned.”

Personalized tasting menus and smaller portion sizes were also cited by two in five solo travelers as improving their experience. “In our quest to continually raise the bar on hospitality food and beverage offerings, we have focused on elevating the solo diner’s experience through customization,” says Crocini. “Aürt, the one Michelin Star restaurant located in Hilton Diagonal Mar Barcelona, offers only 15 seats a night, enabling each guest to enjoy a personalized hospitality experience during their meal. The communal seating format allows for a more inclusive experience for solo guests, while each diner is guided through the regionally inspired menu by the chef who will detail the ingredients and preparations in the guest’s native tongue.”
For Travelers, Food is the Destination
Hilton’s report found that restaurants and dining experiences are of growing importance to travelers, and oftentimes, drives their travel plans:
- After accommodations, dining experiences are the next highest travel budget priority in 2025.
- 50% of global travelers book restaurant reservations before their flights.
- Nearly 1 in 5 will travel for leisure specifically to seek out new restaurants or culinary experiences.
- 60% of luxury travelers prioritize staying at hotels with great restaurants.
Crocini says Hilton focuses on creating exceptional dining experiences to help its bars and restaurants stand out, like through its chef partnerships, “Earlier this year, we announced a partnership with acclaimed Chef Michael Anthony, who will oversee the signature restaurant dining experience and concept at the highly-anticipated Waldorf Astoria New York. Additionally, we recently introduced a culinary series at Waldorf Astoria Monarch Beach that honors Chef Michael Anthony and other James Beard Award-winning chefs including Nancy Silverton, Rob Rubba, and Michael Rafidi. These exclusive, one-night-only gatherings feature an intimate reception followed by a multi-course dinner meticulously crafted by the featured chef.”
Hilton is also working to add unique and destination-worthy dining options to its global portfolio. Crocini cites the example of the reopening of La Pergola at Rome Cavalieri, A Waldorf Astoria Hotel, the first and only three Michelin-star restaurant in Rome. The reopened restaurant features a new menu that is entirely no- and low-waste.
Several bespoke bar and restaurant concepts have also been unveiled under Hilton’s in-house consulting and development arm, StiR Creative Collective, which is reimagining hotel food and beverage. The openings include:
- Capolinea at Signia by Hilton Atlanta Georgia World Congress
- Papaya Club at Conrad Orlando
- Rosebay at Hotel 1000 Seattle, LXR Hotels & Resorts
“Recognizing the role that restaurants play in not just satisfying appetites but driving memorable travel experiences, Hilton looks forward to continuing to create exciting food and beverage concepts across our brands,” says Crocini.
What’s Trending on Menus
Healthy Options. What travelers are craving is reflective of trends in the overall food & beverage space. For one, healthy options are trending up. Nearly 1 in 4 Hilton team member respondents expect health-conscious menu items to increase in popularity in 2025.
Low and No-Alc. And the focus on health isn’t just about food—it’s extended into the bar as well. Non-alcoholic options and a decrease in overall alcohol consumption has been growing. According to Hilton’s report, in just the past year, 1 in 4 global travelers have reduced or stopped their alcohol consumption.
Hilton answered the call for “tempo drinking”— the mindful practice of regulating the pace and volume of drinking alcohol—a year ago, when it rolled out its Tempo by Hilton "Spirited" and "Free-spirited" options. Each beverage in the program is a contemporary take on a classic recipe, with “Spirited” selections highlighting drinks containing alcohol, and “Free-Spirited” selections being made without alcohol.

Garnishes. In 2025, Hilton predicts that cocktails garnishes will become an important part of the creative development of craft cocktails. The shift of cocktail garnishes from afterthought to artful will be led by mixologists.
“Preparing for this shift in cocktail culture, Hilton properties around the globe have introduced innovative drinks with unique garnishes to truly ‘wow’ guests,” says Crocini. “For example, Ginger Lily at Hilton Singapore Orchard offers the Sonic Synthesis, a gin-based cocktail featuring a burnt marshmallow garnish. Additionally, the table-side martini cart at Signia by Hilton Atlanta Georgia World Congress Center’s Capolinea features the Gabagool Martini, a dirty martini-inspired cocktail topped with sun-dried tomato and ricotta cheese stuffed olives. These creative garnishes not only enhance the drink’s flavor and presentation, but also offer an elevated, memorable experience for guests.”
Nostalgia. Speaking of memorability, nostalgia continues to trend with consumers—travelers included. In fact, next year, Americans in particular are expected to lead the world in what Hilton has coined “Time Travel”— the act of taking vacations and booking travel experiences inspired by nostalgic memories. In fact, “recreating memories” was the third most-cited reason for leisure travel in the U.S.
This desire to revisit the past translates to the plate as well. Hilton has leaned into the trend on the breakfast side with classic cereals and nostalgic twists on Hampton by Hilton’s iconic waffles, like birthday cake-flavored waffles adorned with sprinkles and whipped cream.
Beyond breakfast, Hilton is serving up nostalgia for lunch and dinner as well. “StiR Creative Collective is responsible for the five food and beverage concepts at the new Conrad Orlando. I’m personally thrilled we were able to resurface the pu pu platter for the exciting menu at Papaya Club,” says Crocini, “that’s a culinary experience I so enjoyed growing up, and our guests are positively thrilled with the offering.”

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