Only one in 10 guests say they would book into a hotel to have their dinner cooked by a celebrity chef, according to new research.
Hotels have invested heavily over the years to get well-recognised names over their door, but a survey conducted by guest experience management firm HGEM suggests there has been a dramatic drop in popularity for ‘celeb-branded’ in-hotel restaurants.
Some 83% of hotel guests said they weren’t influenced by the inclusion of on-site celebrity-branded restaurants and would choose to eat at a hotel restaurant purely based on a good reputation, highlighting a possible decline in the popularity of in-hotel celeb chef-branded eateries.
The poll also assessed the relevance of hotel restaurants among consumers given the changing face of the foodservice landscape.
Just 5% of the 600 people questioned cited the ‘in-hotel’ restaurant as a key influencer in their decision to book a room.
Some 76% of guests said they would eat at a hotel restaurant they weren’t staying in, with almost a third stating this is due to over-priced and poor quality hotel food.
The stats also revealed that guests booking into five star hotels want the full experience with 15% saying the on-site restaurant is more important to them that their room.
The biggest influencers for guests booking into hotels were the quality of the room itself (95%), while a further 48% of guests said the location of the hotel is the most important aspect when booking.
HGEM said the figures suggest when it comes to eating out, reputation and quality still make the grade in the case of hotel restaurants.
It added that a good restaurant is important to people, but when in relation to making a hotel room booking it doesn’t play a central role in the decision-making process.