As an avid experiential diner, I've been fortunate enough to try loads of food experiences, from the Culinary Flight at the Burj Al Arab, Dubai, to the wine tram in Franschhoek, SA, Dan Le Noir (Dining in the Dark) and Dinner in the Sky, which uses a crane to hoist you up to eat at a table 150 foot in the air. I also must do a foot tour in every city I visit and have tried most afternoon teas and boozy brunches in London. 

Hospitality venues that embrace experiential dining do so by creating a harmonic blend of; 

Atmosphere and Ambience: One of the most important aspects of experiential dining is a venue's overall atmosphere. From decor to lighting, music, and theme, every aspect of the dining space sets a specific mood.  

Interactive Elements: Many experiential dining experiences incorporate interactive elements that allow diners to get involved beyond just eating. These include live cooking demonstrations, tableside interactions with chefs, or even participatory activities for guests to get involved in the culinary process.  

Multi-Sensory Experiences: Experiential dining aims to engage multiple senses, not just taste. Dining establishments can embrace this through presentation techniques, aroma enhancements, and even unique dining utensils or serving vessels.   

Entertainment and Performance: In some cases, experiential dining may include entertainment or performance elements that accompany the meal - think live music, theatrical performances, or interactive shows.

Offering unique dining experiences don’t just enhance your hotel’s guest experience – they also pay off. Research by STR indicates UK hotels offering unique dining experiences see an average increase of 10% in food and beverage revenue compared to those without such offerings. This additional revenue isn’t just limited to local spending. A study conducted by VisitBritain found 72% of international travellers consider unique dining options as a significant factor when choosing a hotel in the UK.

Social media buzz and word-of-mouth marketing are also significant benefits of offering unique dining experiences in your hotel. According to a survey by Statista, 62% of UK travellers share their dining experiences on social media platforms, which can contribute to increased visibility and word-of-mouth marketing for hotels.

Finally, it's worth noting that offering unique dining experiences can also attract more Millennials and Gen Z travellers to your hotel. Research by VisitEngland suggests that 84% of Millennials and Gen Z travellers in the UK prioritise unique dining experiences when selecting accommodation options.

Make Data-Driven Decisions   

The most effective way for your hotel to provide diners with what they want is to know what that is. One of the most effective ways to achieve this is by analysing data found in your hotel CRM (Customer Relationship Management) system and Point of Sale system. By delving into customer preferences and past purchasing behaviours, you can gain valuable insights into what guests who dine in-house are looking for. This data can then be used to decide menu items, promotions, and other offerings to enhance your hotel's overall dining experience.

 
Host Live Events 

Since experiential dining is all about immersion, explore hosting different live events in your dining and venue spaces. Consider live music performances in your bar and dining areas, cooking demonstrations, or even themed events such as wine tastings or culinary workshops. These events not only add excitement and entertainment but also provide opportunities for guests to interact with each other and with hotel staff, fostering a sense of community and connection. 
 

Give Your Dining Areas a Social Makeover 

By reimagining your dining areas through the lens of experiential dining, you can create an inviting environment that not only satisfies appetites but fosters memorable moments. Embrace the concept of experiential dining by incorporating movable furnishings for flexible seating arrangements, encouraging interaction and connection among guests. Install lighting dimmers to create ambiance that evolves throughout the dining experience. Introduce elements of nature with strategically placed greenery, enhancing the sensory experience. An open kitchen layout can also enable diners to witness the culinary magic firsthand, immersing them in the sights, sounds, and aromas of their culinary journey. 

Embrace Tech Solutions

According to the 2017 Restaurant Technology Report, 77% of millennials say restaurant technology improves their dining experience. Furthermore, findings from FoodSpark reveal two-fifths of millennials want to be able to book a table via apps or social media. 1/3 would like more accurate wait times for a table delivered to smartphones.  

Leverage these findings to cater to the digital preferences of your guests by updating your hotel app with features that streamline the dining experience. From seamless table reservations to real-time updates on wait times, harnessing tech-driven solutions not only meets the evolving needs of your guests but positions your establishment as forward-thinking and innovative.