If you are a restaurateur operating in a hotel or the hotel’s F&B manager, whose side are you on—hotel guests or locals? The correct answer is “both,” since each group can secure a flow of profits and positive word-of-mouth.
While every restaurant customer, regardless of origin story, appreciates fresh and creatively executed meals, the current definition of “destination” dining will vary between these two distinctly different groups. One can assume guests on the property will drop in to a buzz-worthy restaurant because of its convenient location and amenities that automatically appeal to their travel agenda, be it business or leisure. Locals, on the other hand, may treat a well-executed hotel restaurant as a satisfying escape from the everyday.
Assumptions aside, the location of the hotel will often be the first consideration, followed by a firm grasp on who the hotel’s and restaurant’s niche audiences will be regardless of where they hail from.
A time and a place for everyone
“As we are a seasonal city that needs locals during our slow months, we just would not be able to function without them,” said Jesse Carr, director of food & beverage for Virgin Hotels New Orleans. “We need to make sure our visiting friends are comfortable and have a place to sit and enjoy, so we play a balancing act.”
Virgin Hotels New Orleans’ Carr said that the preferred timing of guest and local patronage of its restaurants also informs what goes on the menus. Locals are mostly evenings and weekend brunch, pretty much across the board, while the property’s fast-casual places get more local crowds for lunch since most of them are on a time crunch.
Among in-house guests, the restaurants do well during breakfast and lunch. Locals are a bit more adventurous while visitors are usually looking for something more familiar. Guests staying at the hotel, however, also tend to gravitate toward more traditional New Orleans-style dishes.
Similar ordering habits surface in other locations. Matthew Sutton, assistant director of food and beverage at JW Marriott Desert Springs, says hotel guests frequent its Rockwood Grill, Starbucks, and room service during breakfast hours, while locals gravitate to the hotel’s restaurants for lunch and dinner as guests venture out to explore the area beyond the hotel. “I believe dinner is most popular for locals as we have additional restaurant and lounge options open in the evening.,” he said. “Mikado, our teppanyaki restaurant, is quite popular along with waterside dining at Rockwood Grill and Aquifer 65 for live music on Friday and Saturday evenings.”
Amy Upthegrove, director of restaurants and events at The Betsy, a Michelin-Keyed boutique arts property in Miami, observes guests overwhelmingly choose breakfast, as many of them want to watch the sunrise or are returning from yoga or a morning walk. However, the duration of the meal varies by the guest. Although locals frequent the restaurants at dinner, some guests decide to opt for the hotel’s popular live music performances. Even with that, however, first impressions count as some guests check-in and head straight to dinner, and that first experience often determines if they return.
“We live in a city which attracts visitors from every corner of the world,” said Upthegrove. “When anyone visits us, our goal is to make them lifelong guests. We hope they return year after year with friends and family...a true home away from home.”
Christopher Ryan said dining preferences at Sheraton San Diego Resort often depend on whether guests are traveling for leisure or business. The resort’s director of food and beverage observes leisure travelers are more inclined to explore Cali-Baja cuisine at Rumorosa, while business travelers are more likely to stick to familiar, routine meals. He also notes locals are highly influenced by social media promotions and love trying featured items at Brewery X, especially those specific to San Diego.
“Locals tend to visit Rumorosa for weekend brunch and happy hour, while Brewery X sees strong local traffic for lunch and dinner—even from as far as Orange County, where Brewery X headquarters is located,” Ryan elaborated. “In-house guests are most likely to visit Rumorosa for breakfast. Lunch and dinner service, however, increases when there are in-house groups that do not have banquet dining included.”
According to Tobias Froehlich, general manager of fine dining destination MAASS at The Four Seasons in Fort Lauderdale, there are many more locals at dinner than during lunch or brunch. He estimates that its lunch/brunch crowd is 80–90 percent hotel guests, while dinner flips, with about 70 percent locals and 30 percent guests.
“From a business perspective, attracting a strong local following fosters repeat business and word-of-mouth recommendations, expanding our reach beyond immediate guests,” said Froehlich. Visitors, in turn, bring valuable exposure and extend our brand's reputation beyond the region. By catering to both demographics effectively, we not only enhance our guest experience, but also strengthen our position as a must-visit dining destination throughout the country.”
Nicole Brisson, executive chef at Brezza and Bar Zazu at Resorts World in Las Vegas, acknowledges this but said lunch is more local dependent, thanks in part to business meetings and executive gatherings. She estimated the lunch clientele is a 60/40 split locals to guests, and dinner 80/20 guests to locals. Furthermore, local customers tend to be more adventurous and excited for seasonal changes and gravitate toward tasting menus or family style dining. However, large business and convention groups with many coming from outside Las Vegas tend to gravitate towards family style menus.
“[Business visitors] are in conventions all day and trust the server to choose a menu for them,” she confided. “That said, we find locals get excited for more intimate experiences in our private dining room. We have done wine dinners, Glenfiddich pairings, and sotol pairings to name a few. I also did a collaborative dinner recently with Chef Ray Garcia for World’s 50 Best. These are interactive and fun for the guests, and we are always able to incorporate tableside presentations with a group that size.”
At the wellness-driven Etéreo, Auberge Resorts Collection in Riviera Maya, food experiences are tailored to each guest’s preferences according to Food and Beverage Director Luis Barba. As Etéreo is a luxury wellness haven and the activities programming is a principal draw, they are more likely to seek out healthier dining options and focus on both the seasonality and origin of produce. Furthermore, as guests stay on property for much of the time, breakfast and lunch menus are designed to accommodate everybody. Locals are more likely to visit the resort restaurants for breakfast on Sunday mornings and for dinner throughout the weekend. Locals are more inclined to “treat themselves.”
“It is important to cater to both audiences while staying true to our ‘soul of the place’ ethos,” Barba explained. “Mexican residents and locals, meanwhile, inspire an ongoing connection within our community. From crafting menus with local ingredients and curating cultural experiences to offering menus with different translations and a team that can speak multiple languages, we take pride in catering to both locals and tourists.”
Local Attractions
The Langham New York’s marquee restaurant Ai Fiori has the distinction of being “destination” dining for both New Yorkers and out-of-town guests.
“Most of our local clientele dines here during the week, whether for our business lunch, larger dinner menu, or a drink and a bite at Bar Fiori,” said Ai Fiori Corporate Executive Chef Lauren DeSteno. “Out-of-town visitors tend to come in before attending events as Broadway shows or concerts at Madison Square Garden. While we see an uptick in tourists during the weekend, we love to introduce programming that appeals to our frequent Ai Fiori guests. From specialty wine dinners to prix fixe menus for holidays, we continue to add new happenings month over month to keep Ai Fiori fresh for our returning guests. [Our] Business Lunch promotion—a two-course menu with quick, sophisticated options—is a standout, and we rolled out a family-style “Sunday Supper” menu.
Elsewhere, seasonality and geographic location often dictate when local or visitor crowds are more likely to patronize a restaurant. Even if the general menu doesn’t change much, there are times of year when management makes an extra effort to bring in customers who live in the area.
Froehlich detailed that MAASS keeps Fort Lauderdale locals engaged with limited-time menus, special collaborations and events that highlight the ingredients and flavors of the region to consistently provide incentive for them to visit regularly. He added that they gravitate toward signature dishes that are MAASS exclusives such as its Crown Roast" 21-Day Dry Aged Duck as well as seasonal tasting menus. In addition to Sunday brunch, happy hours, and seasonal holiday menus, one of the best ways MAASS has connected with the local dining scene is through events such as Visit Fort Lauderdale Food & Wine Festival.
“Events like that let us get in front of a ton of engaged diners who may not have thought to visit us otherwise,” he said. “We’re not just waiting for locals to find us. We’re out there actively being part of the conversation around food and drink in South Florida. Hotel guests, in contrast, usually want something easier as they are on vacation and are often looking for a solid à la carte meal where everyone picks their own dish instead of sharing or committing to a multi-course menu.”
JW Marriott Desert Springs' Sutton doesn’t perceive a noticeable difference between what menu items hotel guests and locals gravitate to, though corporate group guests in sales roles will predominantly order off the a la carte menu rather than opt for the buffet. He added that locals are more likely to order more wine, beer, and classic cocktails at Aquifer 65 while visitors from outside of the area are interested in specialty cocktails and menu items.
“With the extreme seasonality of our resort, it is highly important to appeal to both locals and tourists,” he said. “It’s the locals who keep our teams busy during the summer when the temperatures soar and occupancy dips. However, our holiday buffets in Rockwood Grill are by far the most popular with locals. A significant amount of our reservations on these days are from outside of the hotel, and over-the-top offerings seem to get a bit larger each year and fill up earlier and earlier.”
Carr said his property’s popular drag brunches have always done well with locals. Most are locally-themed, like Mardi Gras or Jazz Fest-themed drag brunches, or they are tied to events going on in the city, such as this year’s Super Bowl weekend, which featured Taylor Swift-themed drag shows. Activations such as wine dinners with locally sourced ingredients, meanwhile, are popular with both groups, especially if a regional vendor or a non-profit like a pet shelter is featured.
“We’ve successfully launched Restaurant Week specials and holiday buffets for Thanksgiving, Christmas, and New Year’s, which have been well-received by both locals and guests,” Carr said. “Additionally, we are introducing a Cookout Series featuring our Sheraton Airstream in partnership with local beverage companies. We also curate special events around major local events like Padres' Opening Day and Wonderfront Festival, aiming to attract both locals and visitors alike.”
According to Brisson, the first-ever Slow Food Vegas chapter on Brezza’s patio and the Snail of Approval awards at Bar Zazu for local restaurants aligned with the “Slow Food” movement have attracted discerning residents. Dry aged steak demos on Kamado Joe grills tableside with bourbon and/or whiskey pairings on Brezza’s patio is a draw for the growing local cigar connoisseur community.
Restaurants with locations in multiple states, meanwhile, need to appeal to both groups simultaneously. Michael Dorf, CEO of City Winery, a New York City-based multi-tasking restaurant/music venue/winery group, said although each outlet sets out to appeal to both locals and tourists, especially as a new national menu has been rolled out across the country, cultivating local regulars in geographically specific ways will ensure greater consistency. “We feel it important to first appeal to locals, making sure we create a base of [customers] who will come regularly to shows and the restaurant,” he said. “Secondly, if we can capture the harder-to-reach tourist, great...but we want to make sure the locals are satisfied first.”
Drinking in local culture?
Carr said the New Orleans bar crowd will vary depending on what event is driving activity around town. “We sometimes change the menu based on events happening near us as well, for example, football-themed drinks on game days and song-themed drinks when a big concert is happening at the Superdome,” he said. “For example, we currently are showcasing cocktails for Super Bowl, and our Touchdown Tea is selling very well with visitors in town for the game.”
Brisson, meanwhile, said that along the Strip, seasonal changes keep locals interested while business tourists are likely to stick with their favorite vodka/soda or Budweiser. Locals also feel more comfortable dining at the bar and doing cocktail receptions in the lounge.
“The nice thing about having a large bar where we serve food is that our staff can be very interactive with the guest,” she said. “As a local, I think we tend to auto fire classic drinks based on where we are dining. If I’m at Brezza, I am going for a classic negroni. If I am [at a steakhouse], I am ordering a martini. At Brezza, I believe we have one of the most interesting Italian wine lists that appeal to guests and locals.”
Miami locals lean toward predominantly classic cocktails (such as traditional Daquiris) and local beers like La Rubia Blonde, according to The Betsy Hotel’s Upthegrove. Guests, meanwhile, are receptive to destination-driven cocktails such as mojitos, passionfruit margaritas, and caipirinhas. “Locals favor happy hour, drawn by insider deals, familiar bartenders, and a chance to catch up with friends,” she explained. “Most often, happy hour occurs during the quieter, late afternoon part of the day, and it’s a great time to check in with neighborhood buddies. In the evening, regulars enjoy jazz in our lounge with espresso martinis, our bestsellers.”
Ryan says out-of-town guests in San Diego are generally more adventurous, opting for Cali-Baja craft cocktails at Rumorosa and Brewery X brews. Locals, meanwhile, often stick to their favorites, with Brewery X beers being a top choice. “Continuing to evolve and stay relevant is essential to keeping both locals and visitors engaged,” concluded Ryan. “With a highly competitive food and beverage market [in a city like San Diego], creating a compelling dining experience plays an important role in guest satisfaction and our overall success.”
The Kimpton Sawyer Hotel in Sacramento is home to Revival, which Director of Food and Beverage Jim Hindman said is a local favorite for craft cocktails as well as home-town promotions that include game day menus for Sacramento Kings home games, weekday “Golden Hour,” and all-day Sunday happy hours, concert-related specials based on top artists performing at Golden 1 Center and philanthropic opportunities such as a special “Uncle Nearest Old Fashion” which supports local HBCUs (Historically Black Colleges and Universities). However, Sober Sundays, featuring a selection of spirit free options, appeals to locals and visitors as it taps into the popular “zero proof” movement.
“Hotel guests are typically looking for their comfortable favorite spirits, cocktails or wines,” Hindman said. “However, our team loves to promote their personal created cocktails and tap into their adventurous side and utilize these skills to debut new cocktails seasonally, complimenting seasonal menu items from Chef Sam Shafer. We offer many options, but there is no denying the burger and truffle fries are always guest favorites. Locals tend to lean toward the shareables, light bites and featured specials while hotel guests are often looking to enjoy dinner or pre- or post-dinner libations. Both love our “Shuck Mondays” which feature amazing deals on oysters on the half shell and bubbles – this is our most popular themed day.”
Etéreo bar patrons from the area and resort guests trust the bar team’s expertise and are willing to be adventurous with their beverage choices, according to Barba. However, while out-of-town guests are naturally open-minded and culturally curious, some locals stick with their favorites.
“[Customers have] an increasing interest in exploring lesser-known Mexican spirits and ingredients beyond the typical tequila and mezcal," Barba continued. “[Visitors] are eager to try unique offerings such as Pox, Charanda, Raicilla, and other regional Mexican liquors while locals tend to stay in their comfort zone. While they can be open to new experiences, we always ensure there’s a balance with familiar flavors, making the exploration both exciting and approachable. Both groups appreciate the opportunity to indulge in something new while feeling confident in the quality and care our team brings to each cocktail.”