How to Infuse Local Flavor at Your Hotel

Giving travelers a taste of local culture can help you stand out from the competition.

More than ever before, travelers are craving a taste of local culture and food during their vacations, family travel experiences and business trips. By showcasing local art, food and culture at your hotel, you can appeal to these travelers and help them create memorable experiences.

This is especially true if you’re focused on attracting younger guests. A recent survey from the Collage Group, “Gen Z Passion Points,” found that 60 percent of Generation Z travelers want to travel the world and have “exciting” experiences – in contrast with older travelers who are more likely to travel to relax and “unwind.”

Gen Zers also want to share their travel experiences on social media, and they’re passionate about food. “Gen Zs frequently pick travel destinations solely to partake in the local cuisines,” Matt Turner, editor of the Questex Travel and Meetings Group, states on the website for Travel Agent Central. And among the slightly older millennials, 78 percent say they want to “learn something” new while on vacation.

Want to tap into that passion for local food and culture, and attract the next generation of travelers? Here are 6 ways to help your guests connect to local culture and have a memorable experience at your hotel:

1. Highlight local ingredients. Food is a big part of local culture, and this includes the produce and other products local to your area. Use local ingredients at your restaurant and make sure to highlight the fact that you do. The more detail you can include on menus and signage, the better. Do you feature an appetizer made with cheese produced on a farm two miles away? Call it out, and maybe even feature a bio of the producer.
2. Host a cooking class or tasting. Consider hiring a local chef, sommelier or producer to host a cooking class, or a wine or spirits tasting, featuring locally made products. Travelers today don’t just want to travel, they want to experience a connection to local culture. By allowing them to meet and interact with a local expert, and to engage their senses and learn something new, you’ll “wow” your guests and help them make memories.
3. Incorporate local art. When planning or refreshing your interior design, make local art a focal point. This could mean commissioning a focal piece from a local sculptor or purchasing a painting by a local artist to take center stage in your lobby or other common areas. Make sure to include information about the art and the artist so guests make that local connection and can learn more, or even visit a gallery to see more of the artist’s creations if the work piques their interest.
4. Sell local goods. Guests may be looking to take back a little piece of local art and culture when they leave your area. Consider offering some locally made jewelry, home goods or other handicrafts for sale in your gift shop or lobby. Not only do you make finding a souvenir easy and convenient for your guests, but you help them to associate your hotel with local culture.
5. Offer local treats during happy hour. Do you host a manager’s reception, wine tasting or happy hour for your guests? If so, you most likely provide light or heavy snacks. This is a perfect opportunity to incorporate some local flair with treats that reflect your area or are locally made. This might be chicken with white barbecue sauce in Alabama, fried pickles in Arkansas or deep dish pizza in Illinois.
6. Play up local tourism. If you offer trip planning help to your guests, focus on local tourism and the attractions that make your area unique. Whether you provide personalized planning or brochures and information in your lobby, use the opportunity to educate your guests on local chefs, restaurants, music and history.

As you strive to offer a taste of local culture, it’s also important to stay focused on brand consistency, Dean Minett, director and founder of Minett Consulting, states on Hospitality Net. He states: hotels must figure out how to “blend their strong points — quality and consistency — with the growing demand for localism.”