MICEBOOK - LUXE REPORT 5 - Flipbook - Page 11
2. Functional
Consumption
Wellness and food and beverage are
inextricably linked. As the pursuit of beauty
and performance amp up, consumers are
becoming ever-more demanding and
knowledgeable about what they put into their
bodies, to the point of shunning feel-good
poisons such as alcohol, diet soda and
ultra-processed foods.
This is giving rise to a trend Globetrender calls
Functional Consumption, whereby people seek
out food and drink that provides more than
simple nutrition and enhances their health and
wellness. Hilton’s 2023 trends report found that
more than two in five global travellers want
healthier options to eat and drink as they travel.
Luxury hotels are responding to this with
healthier menus, but perhaps the bigger shi,
and the biggest opportunity for the hospitality
market, is the sober trend. Around 20% of the
UK adult population identify as non-drinkers,
and this figure is even higher among young
people in particular.
“Abstention from alcohol
among Gen Z, and a greater
appreciation for health, is
inspiring a new era of
sobriety-seeking travellers
and booze-free hospitality,”
Key takeaway for
eventprofs
Vegan and plant-based options are gaining traction at
events, reflecting a wider societal shi toward healthier
and more sustainable food choices, with many hotels
and venues offering nourishing menus to boost delegate
productivity and engagement.
But there is still work to be done to meet increasing
demand for good quality non-alcoholic drinks at events,
which was a topic of much debate at the micebook
LUXE event.
“For anyone who works in the events industry, there is a
huge opportunity to transform drinks menus, and place
less emphasis on alcohol - which so oen becomes the
entire focus of a social experience, especially in a
corporate aer-hours environment,” says Southan.
“Clients won’t thank you for a hangover, but they will be
grateful for looking and feeling more fabulous, and
having temptation removed.”
says Southan. “Even for those who aren’t
teetotal, there are now individuals who identify
as “sober curious”, or simply want to drink
more mindfully.”
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