Tag: Food Trends

Research Shows That Food Is a Top Reason to Travel in 2026

17 March 2026

Nearly 80% of travellers now choose destinations based on what they’ll eat, planning their trips from the plate up.

For decades, travel decisions were shaped by scenery, price, and proximity. But according to the latest TravelBoom 2026 Leisure Travel Study, another factor now sits firmly alongside those fundamentals: food. Nearly 80% of travellers say cuisine is either important or very important when choosing a destination — placing it on par with cost, location, and reviews. In practical terms, that means what you eat is no longer a bonus. It’s a deciding factor.

What Today’s Travellers Actually Want to Eat

The data reveals a shift that goes beyond rising interest — it’s a redefinition of what culinary travel looks like.

  • 66% of travellers say they’re most excited by street food
    64% prefer unique, local experiences over fine dining or Michelin-starred restaurants

This isn’t about prestige dining. It’s about proximity to culture. Travellers are seeking out neighbourhood spots, market stalls, and regional specialties — the kinds of meals that feel rooted in place. The appeal lies in discovery: eating what locals eat, understanding how dishes are made, and experiencing food as a form of storytelling.

Beyond the Restaurant Reservation

The study also highlights how culinary experiences are shaping entire itineraries.

Travellers aren’t just booking tables — they’re building trips around food-led activities:

– Guided market and street food tours
– Cooking classes with local chefs
– Farm-to-table meals on-site
– Winery, brewery, and distillery visits
– Regional food festivals and heritage dining experiences

These moments offer something traditional sightseeing often can’t: participation. Food becomes an entry point into culture — tactile, social, and deeply memorable.

A Trend That Cuts Across Generations

One of the most compelling findings is how universal this shift is.

Culinary tourism resonates across demographics — from Boomers seeking deeper cultural immersion, to families looking for shared, sensory experiences, to solo travellers prioritizing meaning over checklist travel.

Regardless of age or travel style, food is emerging as the common denominator. And because meals are inherently shareable — both socially and digitally — they extend the life of a trip long after it ends.

What This Means for Hotels and Destinations

For hotels and tourism boards, the takeaway is clear: food is no longer an amenity. It’s a strategic asset.

Properties that succeed in this landscape are those that treat culinary experiences as core to their identity. That can mean partnering with local chefs and producers, designing food-focused packages, or creating on-property programming that invites guests into the process — from tastings to hands-on workshops.

Equally important is how these experiences are presented. Travellers aren’t just looking for places to stay — they’re looking for stories to taste. The more vividly those stories are told, the more compelling the destination becomes.

“Comfort Is the New Luxury”: Marriott Forecasts Asia-Pacific’s Next Food Trends

14 October 2025

Forget white tablecloths — Asia-Pacific’s hotel kitchens are trading formality for feel-good flavours.

Marriott International has just released its Future of Food 2026 report for the Asia-Pacific region, and the takeaway is clear: travellers want dining that feels good as much as it tastes good. Drawing insights from chefs, mixologists, and food-and-beverage directors across more than 270 hotels in 20 markets, the report charts a shift toward warmth, familiarity, and storytelling.

Gone are the days when fine dining meant hushed tones and starched linens. Today, “comfort is the new luxury,” says the report, as hotels across Asia-Pacific reimagine indulgence through approachable yet elevated experiences. Think truffle-infused noodles instead of foie gras, or caviar-topped fried chicken in place of a ten-course tasting menu. Diners crave dishes that surprise without intimidating — a sign that culinary confidence now comes from authenticity, not extravagance.

Another headline trend: immersion. Nearly half of Marriott’s F&B teams say guests are seeking interactive dining moments — the kind where you meet the chef, watch something sizzle tableside, or take part in the plating yourself. The report also highlights a strong pull toward local and indigenous ingredients, with 85% of hotel restaurants incorporating them as a defining element of their menus rather than a token garnish.

Technology is also quietly joining the kitchen brigade. AI-driven menu design and real-time guest feedback are helping chefs fine-tune dishes while keeping the personal touch front and centre. And geographically, expect to see Indonesia, Vietnam, and the Philippines emerge as the next culinary powerhouses, where a new generation of chefs is blending deep tradition with bold creativity.

The message? Asia-Pacific’s hotel dining scene is having a renaissance — one rooted in comfort, connection, and a sense of place. Because in 2026, the most memorable meals won’t just be the fanciest. They’ll be the ones that make you feel at home, wherever you are.