WHAT 'S Hot 2025 CULINARY
NCRLA BOARD OF DIRECTORS
EXECUTIVE COMMITTEE:
TOM PASHLEY, CHAIR Pinehurst Resort
NCRLA’s training program by the numbers
NCRLA-supported candidates win
JASON SMITH, VICE CHAIR 18 Restaurant Group
SHERI ERHART, TREASURER
VINAY PATEL, SECRETARY SREE Hotels, LLC
LANCE TRENARY, NATIONAL RESTAURANT ASSOCIATION LIAISON Golden Corral Corporation
AMBER MOSHAKOS, NATIONAL RESTAURANT ASSOCIATION LIAISON LM Restaurants
BURNEY JENNINGS, IMMEDIATE PAST CHAIR Biscuitville Fresh Southern
LYNN MINGES, PRESIDENT & CEO
FRANK GRAY, GENERAL COUNSEL
BOARD MEMBERS:
TAD DOLBIER Tar Heel Capital
TIM GOSS Firehouse Subs
JIM GRATTON Marriott SouthPark Charlotte
KELLY HARRILL Koury Hospitality Hotels
RUSS JONES LODEN Hospitality
CHEETIE KUMAR Ajja
JULIA MCGOVERN Poppyseed Market
NISHITH “NISH” PATEL Beacon IMG, Inc.
PINKESH PATEL Ex-Officio, AAHOA Liaison
DEBRA PUNKE Concord Hospitality
GONZA SALAMANCA Gonza Tacos Y Tequila
IAN SAUER Summit Hospitality
BILLY SEWELL Platinum Corral, LLC
DOUG STAFFORD Griffin Stafford Hospitality, LLC
ALLIED BOARD MEMBERS JEFF CHANDLER Chandler Foods, Inc.
ANDY CLARK US Foods
WORKFORCE RECRUITMENT TASK FORCE CHAIR
Steve Thanhauser, Angus Barn, Ltd.
Welcome New NCRLA Members
Together, we can protect and advance the hospitality industry.
Allied 27597, LLC, Zebulon
Lees-McRae College, Banner Elk
Restaurant 365, Irvine, CA
STSS, Inc., Cary
The City Kitch, Charlotte
Your Retention Gurus, Youngsville
Zoluxiones NC, Inc., Charlotte
Lodging
FCM Hotels
• Courtyard by Marriott Burlington
• DoubleTree New Bern
• Graystone Lodge Boone
• Hampton Inn Elizabeth City
• Hampton Inn Roanoke Rapids
• Hampton Inn New Bern
• Hampton Inn Rocky Mount
• Hampton Inn Washington
• Holiday Inn Express Greenville
• Holiday Inn Rocky Mount
• La Quinta Inn Boone
• SpringHill Suites New Bern
• Quality Inn Roanoke Rapids
• Sleep Inn Boone
Moxy Asheville
Restaurants
Cranford Hospitality, Hickory
• Charolais Steakhouse
• City Walk Brewing
• City Walk Distilling
• Cranford Brother’s Barbecue
• Granny’s Country Kitchen— Claremont
• Granny’s Country Kitchen—Icard
• Granny's Country Kitchen—Viewmont
• Main Chick
• Standard Oyster Co.
Dram & Draught
H2 Public House
Persimmons
Potbelly Sandwiches
Go to NCRLA.org/membership to learn more about NCRLA and to download a membership application.
Thank You to Our Corporate Partners
Corporate Partners support the endeavors of the North Carolina Restaurant & Lodging Association in a variety of ways, including event sponsorships, advertising, and more. NCRLA thanks those who help make the association strong.
Solid Foundation
NCRLA’s mission is to protect, educate, and promote the hospitality industry. Every day, we fulfill this mission by being the most trusted and influential voice in hospitality, leveraging our resources to drive public policy that strengthens our industry.
The value of these efforts and the relationships we’ve built is never more evident than when disaster strikes.
In the immediate aftermath of Hurricane Helene's devastation in Western North Carolina, NCRLA mobilized quickly to support affected restaurants and hotels. We connected business owners with our partners and suppliers to provide essential resources, from potable water and linen cleaning services to bulk water deliveries and portable toilets.
Through nearly daily emails, we kept hospitality members across the state updated with the latest recovery information.
To centralize recovery resources, we launched the Western North Carolina Recovery website (Recovery. NCRLA.org). This site compiles support from federal, state, and local sources for impacted restaurants, hotels, suppliers, partners, and employees. Through nearly daily emails, we kept hospitality members across the state updated with the latest recovery information. Additionally, we prioritized our NC Hospitality Workers Relief Fund, with 100% of donations going directly to assist restaurant and hotel employees in Western North Carolina.
Simultaneously, we worked closely with policymakers to address the ongoing challenges facing the hospitality industry in Western North Carolina.
Our rapid response was only possible due to the solid foundation we’ve built together. Inside this issue of At Your Service magazine, you’ll find highlights of our work over the past year.
The Manteo to Murphy PAC fundraiser was a resounding success, raising more than $240,000 to support our advocacy work on behalf of the hospitality industry.
Through NCRLA’s Worker Training program, we delivered more than $800,000 in complimentary training for hundreds of hospitality industry workers and new recruits to the industry.
And be sure to explore this issue’s “hot trends” for the year ahead.
As we look toward 2025, NCRLA remains committed to showcasing your generosity and achievements as Western North Carolina rebuilds. Together, we’ll continue to advocate for a stronger, more resilient industry.
Lynn Minges
NCRLA President & CEO
Tom Pashley
NCRLA Board Chair
At Your Service
Volume 14, Issue 1
An official publication of the NC Restaurant & Lodging Association © 2025
STAFF
President & Chief Executive Officer
LYNN D. MINGES
Vice President of Communications & Business Development
CHRIS MACKEY
Vice President of Government Affairs
ISABEL VILLA-GARCIA
Vice President of Finance and Operations
SHELLY EUBANKS
Director of Membership
NATALIE COX
Director of the NCRLA Foundation COURTNEY HAMM
Digital Communications Manager NATE ROBERTS
Executive Assistant DANA TOBIN
Food Safety and Lodging Regulations Specialist
CAROLYN K. GRIFFIN
Editor
SHANNON FARLOW
Designer TRACIE EUBANK
BUSINESS OFFICE
222 North Person Street, Suite 210
Raleigh, NC 27601
Phone: (919) 844-0098
Website: NCRLA.org
For advertising and sponsorship inquiries, contact Chris Mackey, Vice President of Communications & Business Development, at cmackey@ncrla.org.
UPCOMING EVENTS
February 24
NCRLA Annual Meeting 10:30–11:30 am Sheraton Imperial Durham, NC
February 24
NCRLA Board of Directors Meeting 12:30–2:30 pm Sheraton Imperial Durham, NC
February 24
NCRLA’s Stars of the Industry 5:30–8 pm Sheraton Imperial Durham, NC
March 13–14
NC ProStart Invitational NC Central University Durham, NC
March 18
NCRLA Foundation Board of Trustees Meeting 10–11:30 am Virtual
April 1–3
NRA Public Affairs Conference The Grand Hyatt Washington, DC
May 2–4
National ProStart Invitational Marriott Baltimore Waterfront Baltimore, MD
May 17–20
National Restaurant Association Show Chicago, IL
June 3
NCRLA Board of Directors Meeting Location TBD
June 3
Rally in Raleigh The Merrion-Wynne House Raleigh, NC
Offer your customers what they want...
Provide a menu that promotes N.C. products & supports N.C. Agriculture.
• Enhance the “locally sourced in N.C.” message on your menu.
• Identify N.C. ingredients on your menu.
• Feature & promote seasonal N.C. products.
• Align purchasing decisions with N.C. product availability.
HELP
For inspiration & resources contact Chad Blackwelder Food Service Marketing Specialist
N.C. Department of Agriculture & Consumer Services Office 919-707-3150 • Cell 919-971-4352 • chad.blackwelder@ncagr.gov
NCRLA WORKER TRAINING PROGRAM
The NCRLA Foundation contracted with the NC Department of Commerce to administer a $1.1 million hospitality workforce training program. From February 2023 to September 2024, NCRLA offered over 60 training and certification programs with the National Restaurant Association and the American Hotel & Lodging Association. From customer service basics to executive-level certifications, these programs were available for FREE. 1 2 3 4 5
TOP 5 REQUESTED COURSES (IN ORDER)
Certified Front Desk Representative
ServSafe Manager
Certification in Hotel Industry Analytics
Certified Restaurant Server
ServSuccess Certified Restaurant Manager
were individuals. Educators and current students made up the remaining 20.7%
TOP 3 COUNTIES
For applicants (in order):
EQUAL REPRESENTATION
Restaurant employees and lodging employees were represented equally at 24% each. The largest group was “Other Industries” with 47.5% of applicants
APPLICANTS BENEFITED
FROM
$820,595 IN CERTIFICATIONS AND TRAINING
of the individuals had college and post college experience/ education
NEARLY 30% OF APPLICANTS WERE 30–39 YEARS OLD.
They were followed by applicants aged:
1 TO 5 YEARS OF EXPERIENCE
44.5% of applicants had 1–5 years of experience. 31% had 11+ years of experience, while 18% had 6–10 years of applicants were female
2024 Election Brings Big Outcomes and Big Wins for NCRLA-Supported Candidates
North Carolinians split their tickets again this election season with former President Donald Trump winning North Carolina for a third time in as many election cycles helping to lead him to his second term as President.
On the flip side, voters elected Democrats Josh Stein for Governor and Rachel Hunt for Lieutenant Governor. Split tickets continued down the ballot on the Council of State Races. Republican Luke Farley beat union-supporter, Braxton Winston, to become the NC Labor Commissioner. Incumbents Secretary of State Elaine Marshall (D) and Commissioner of Agriculture Steve Troxler (R) held onto their seats. The NC Council of State is now evenly split between the parties at 5-5.
NCRLA OUTCOMES
Eighty-nine percent of NCRLA PAC-supported candidates won their election and 100% of NCRLA advocacy fund-supported candidates won their election. These efforts supported and helped influence the election of key hospitality industry
champions in some very tight races. One of those candidates, Ashlee Adams, a hospitality business owner, narrowly won her state Senate race by 38 votes.
The NC General Assembly will continue to be led by Republicans. They maintained their supermajority in the state Senate but lost their veto-proof majority in the state House of Representatives by one seat. This slight shift in the balance of power could help Governor-elect Stein’s ability to influence state legislation.
In the North Carolina Senate, besides the narrow margin of victory in the Adams/Everitt race, there were other key races that determined the balance of power.
• State Senator Michael Lee retained his seat in District 7.
• In the newly drawn Senate District 11, which now covers
Nash, Franklin, and Vance Counties, Senator Lisa Barnes beat Democrat Jame Mercer by nearly three points.
• Paul Newton also retained his seat in District 34.
In the North Carolina House, 12 races were considered highly competitive. Seven Republican incumbents faced competitive races with five of them winning their races. Three Democratic incumbents also faced competitive races, with two of them returning to Raleigh next year.
• House Democratic Leader, and NCRLA’s 2024 Hospitality Champion Robert Reives, II won reelection.
• Incumbent Erin Paré, who is the only Republican in the Wake County delegation, held onto her seat.
• Allen Chesser was re-elected in House District 25.
• Republican Ted Davis Jr. won House District 20.
FEDERAL OVERVIEW
North Carolina’s 14-member congressional delegation saw a major Republican shift after new districts were drawn in 2023. The previous 7–7 split shifted to a Republican majority with 10 Republicans and four Democrats getting elected. Incumbent Democratic Congressman Don Davis defeated his opponent in one of the tightest congressional races in the country. This was the only competitive congressional race in North Carolina.
NCRLA looks forward to working with all the newly elected officials and the incoming administrations regardless of their party affiliation.
LOOKING FORWARD
Many important policy priorities will be decided in the coming months. NCRLA and our federal partners at the National Restaurant Association and the American Hotel & Lodging Association will continue to fight for you and the hospitality industry before federal, state, and local governments.
At the federal level, we expect tax reform and immigration to be priorities of the new administration. The current tax package is set to expire, and there are several deductions for businesses that we will be fighting to protect.
At the state level, we will see more of a divided government with the loss of the supermajority in the state House. It will be harder for legislation to pass, and we expect fewer bills become law in 2025.
All the branches of government will continue to deal with the aftermath of Hurricane Helene. The North Carolina General Assembly approved nearly a billion dollars in relief before the election. This will continue to be a topic for years to come as leaders sort through priorities.
NCRLA looks forward to working with all the newly elected officials and the incoming administrations regardless of their party affiliation. With our members, we will fight to protect and preserve the hospitality industry.
Voters elected Democrat Josh Stein North Carolina's next Governor
Our NC Hospitality Worker Relief Fund has been critical for hospitality employees directly affected by the storm. Generous support has come from over 250 donors.
Thank you to our donors!
NCRLA Supports Western North Carolina in the Aftermath of Hurricane Helene
In the wake of Hurricane Helene’s devastating impact on North Carolina’s mountain region, NCRLA swiftly mobilized to support the area’s recovery.
Recognizing the urgent needs of hospitality businesses and their employees, NCRLA coordinated resources for restaurant and hotel owners, connecting them with critical supplies such as potable water, linen services, bulk water deliveries, and portable restrooms.
To streamline access to recovery support, NCRLA launched the Western NC Recovery website (Recovery.NCRLA.org). This online hub consolidates federal, state, and local resources specifically for impacted restaurants, hotels, suppliers, partners, and employees, offering financial aid
information and operational guidance essential for rebuilding.
We’ve also provided up-to-date guidance from the NC Department of Health and Human Services on reopening processes for restaurants and hotels. With resources on financial assistance from the Small Business Administration (SBA), Federal Emergency Management Agency (FEMA), and the North Carolina Department of Revenue, the site ensures businesses can access the support they need to resume operations.
Our NC Hospitality Worker Relief Fund has been critical for hospitality employees directly affected by the storm. Generous support has come from over 250 donors who contributed directly to the fund or at fundraising
events hosted by our partners. This collective generosity has enabled us to provide critical assistance to many in need. However, the overwhelming demand underscores the ongoing need for additional support to reach even more members of our community.
In addition, we’ve collaborated with local officials and state policymakers from the North Carolina General Assembly and the governor’s office to advocate for the reintroduction of the COVID-era Business Recovery Grant program. This initiative aims to address the specific recovery needs of Western North Carolina’s hospitality sector. With two disaster recovery bills already signed into law, we anticipate more relief legislation when the General Assembly reconvenes after the election.
Thank You to Our Donors!
According to data from NC Commerce, the economic impact in affected counties is profound: In 2023 alone, the accommodation and food service sector in these regions provided 71,000 jobs and contributed $1.72 billion in payroll.
Community support for Helene recovery has been inspiring, underscoring a shared commitment to rebuilding. Many organizations and artists came together for the Concert for Carolina at Bank of America Stadium in Charlotte, featuring an impressive lineup of North Carolina-connected artists. The event raised an extraordinary $24.5 million for Western North Carolina’s recovery efforts, with proceeds supporting organizations such as
Samaritan’s Purse, Manna Food Bank, Second Harvest Food Bank of Northwest NC, Church’s Chief Cares Foundation, and our NC Hospitality Workers Relief Fund
World Central Kitchen and the Southern Smoke Foundation have been invaluable allies, coordinating with chefs from across North Carolina to prepare meals and offer grants to food and beverage workers from the region.
The road to recovery will be long for Western North Carolina, but NCRLA is committed to sustaining relief and recovery efforts for the region’s hospitality industry. Together with our community and partners, we are helping restaurants, hotels, and their dedicated employees rebuild stronger.
World Central Kitchen Chefs Corps members have been on the ground in Asheville, preparing nourishing meals for affected residents.
The team at Hospitality Heroes raised $40,000 for the NC Hospitality Workers Relief Fund at their CLT Bar Relief for WNC event.
Guests at the Hurricane Relief Dinner presented by Cranford Hospitality raising nearly $45,000 for the NC Hospitality Workers Relief Fund.
The Golden Corral team in Hickory served 1,500 power workers, providing breakfast and dinner to support those working on critical infrastructure repairs.
Manteo to Murphy PAC Fundraiser Fuels
Hospitality Advocacy
Hospitality leaders and sponsors packed The Angus Barn Pavilion in Raleigh to support the future of our industry.
Photography by Matt Ramey Photography
North Carolina’s hospitality industry is again better positioned for the coming year thanks to our successful 2024 Manteo to Murphy PAC fundraiser. The annual event, generously hosted by Van Eure and Steve Thanhauser from the Angus Barn and Lance Trenary from Golden Corral, raised more than $240,000 for the NCRLA PAC, the NCRLA Advocacy Fund, and the National Restaurant Association PAC.
Throughout the night, 300 of the hospitality industry’s key leaders and sponsors enthusiastically bid on amazing silent auction items, including exclusive beach and mountain getaways, golf getaways, wine, and concert experiences!
The evening ended with an exciting live auction, which featured an Angus Barn Wine Cellar experience, and a custom-designed, street legal, champagne golf cart.
The event featured 15 of North Carolina’s top chefs preparing tasting-sized portions of their favorite dishes, including: Jason Smith, 18 Restaurant Group; Spring Council, Mama Dips Catering; Julia McGovern, Poppyseed Market; Andy Moldonado, Gonza Tacos Y Tequila; Jamar Bryson, Winston’s Grille; Zachary Massery, Las Ramblas; Sean Fowler, Mandolin; Joe Lumbrazo, The Butcher’s Market Catering; Sourabh Kalania, Brazil Indian Cuisine; Caralyn House, Wake Technical Community College; Ben Hunter, Bella Monica; Daniel Coker, Cedric’s at Biltmore; Jorge Toto, a’Verde Cocina and Tequila Library; Spyros Skellas, Taverna Agora Greek Kitchen and Bar; Sam Nicolls, Vidrio.
A big thank you to all our sponsors, attendees, and to those who donated to the event’s live and silent auctions.
Manteo to Murphy raised more than $240,000 for the NCRLA PAC, the NCRLA Advocacy Fund, and the National Restaurant Association PAC.
Thank You to Our Sponsors!
GC Partners • Billy Sewell • Helen Laughery • Burney Jennings • Tommy Haddock • Suzanne Rabon • Bob Luddy • Pepsi Bottling Ventures • Anthony Kearey • Sheri Erhart • Amber Moshakos • McLane Company • Shuler Meats, Inc. • Sysco
Sabor el Sol donated their incredible tequila and mixed cocktails for guests. Summit Hospitality provided hotel rooms for all the chefs traveling from outside the Triangle. Thank you to all of the chefs for making the night deliciously unforgettable!
NC Senate Rules Chairman Bill Rabon and his wife and restaurateur Suzanne Rabon checking out Silent Auction items.
Manteo to Murphy co-host Van Eure knows how important fundraising is for NCRLA’s advocacy efforts.
Custom Benefits Auctioneer Ben Farrell brought energy, excitement, and enthusiasm to the live auction!
NC Senate President Pro Tempore Phil Berger and Golden Corral CEO Lance Trenary discussing the importance of supporting the hospitality industry.
Mandolin’s Chef Alejandro Contreras working the grill while Chef & Owner Sean Fowler interacts with guests.
WHAT 'S
CULINARY FORECAST
Sustainability and local sourcing
Cold brew
Korean cuisine
Hot honey
Vietnamese cuisine
Hyper-local beer and wine
Fermented/pickled foods
Wellness drinks
Creative spritzes
Personal and planetary well-being, coupled with a deeper exploration of Southeast Asian cuisines, take center stage in the 2025 What’s Hot Culinary Forecast from our partners at the National Restaurant Association. The report, based on the insights of culinary world thought leaders, highlights the top trends that will shape the culinary landscape in the coming year.
Sustainability garnered the highest score with more than 80% of industry professionals saying a restaurant’s commitment to the planet influences customer choice of where to eat. We expect customer support of businesses with environmentally conscious practices—local sourcing, reduced-waste cooking, sustainable ingredients—will grow.
Southeast Asian foods took the top three spots under Dishes and two of the Top 10 overall. Korean culture through entertainment, cooking competitions, food documentaries, and demos on TikTok and Instagram, has many curious about the country’s food.
Although we assumed customers are sensitive to price, value deals came in second to sustainability as a macro trend. Overall, value was outranked by cold brew, hot honey, global cuisine, and local beer and wine.
TOP DISHES
Korean cuisine (bingsoo, kimchi, bibimbap )
Vietnamese cuisine (pho, bahn mi, mi quang)
Filipino cuisine (tocino-style pork, chicken adobo, lumpia, pancit)
Customized croissants
Mushroom-infused dishes
More than 70% of US counties boast an Asian restaurant, and consumers crave the ingredients/flavor profiles, wellness benefits, and serving styles of cuisines from Southeast Asia. Consumers have an increasingly nuanced palate for spice and heat that Asian dishes deliver, with an underpinning philosophy that food is medicine. Peppers, pickling, and fermentation prevalent in Asian preparations carry perceived health benefits. Consumer access to authentic ingredients through a proliferation of Asian groceries across the US also points to growth.
TOP FLAVORS AND CONDIMENTS
After hot honey, fermented foods are riding a wave. The preservation process intensifies flavor, promises gut health benefits, and checks the sustainability box. Dishes with fermented ingredients are staples of the three cuisines topping this year’s Top Dishes category: Korean, Vietnamese, and Filipino. Think kombucha, kimchi, tempeh, gochujang, and miso—the fermented paste made from soybeans, grain, salt, and koji (a mold).
TOP INGREDIENTS
TOP BEVERAGE ALCOHOL
Hyper-local beer and wine
Creative spritzes
Flights
Innovative old fashioneds
'90s martinis (espresso, apple martinis)
With sustainability topping the overall What’s Hot list, it’s no wonder hyperlocal beer and wine are predicted to be beverage menu must-haves. Locally crafted beers and wines connect customers to the community, allowing them to support local business and eco-friendly processing. In cocktails, many customers are nostalgic for smooth drinks like espresso martinis and innovative old fashioneds. Look for these and other alcohol beverages—martinis, mimosas, Bloody Marys—to be served in flights, allowing guests to sample different flavors and varieties. Watch for no- and low-alcohol versions of cocktails, beers, and wine to be offered, as a “with or without alcohol” option.
TOP BEVERAGES
Cold brew
Wellness drinks (with vitamins, supplements, or fiber)
Boba
Kombucha/fermented drinks
Energy drinks
Wellness-conscious consumers of all ages are driving the growing interest in beverages that boost energy levels, lower stress, enhance digestive health, and sharpen cognition. They seek beverages that taste good, improve immunity, and increase general well-being, such as drinks infused with vitamin-rich supplements and fermented liquids like kombucha. Customers also gravitate to drinks with a distinctive mouth feel and more complex tastes such as boba, which has gel-encased spheres that burst with flavors like vanilla, coffee, cocoa, and mango.
TOP 10 MACRO TRENDS
Sustainability and local sourcing
Value deals/propositions
Smaller or streamlined menus
Healthy kids' menus
Pop-up restaurants
Hyperlocal
Convenience proteins (sous vide, individual serving packs, shelfstable, plant-based)
Limited-time-only (LTO) menus Flights
(AI) integration
Macro trends reflect bigger-picture priorities in 2025. AI integration, smaller and streamlined menus, and convenience proteins speak to the labor shortage in the kitchen. Precooked, sous-vide, pre-carved, and pre-ground plant and animal proteins are designed to ease food prep, improve consistency, and speed service in a short-handed environment. Pop-up restaurants, LTOs, and flights speak to menu creativity. Flights ranked high in the alcohol category, but food flights such as deviled eggs, baked potatoes, pancakes, and desserts appear more frequently.
GOLD ALE BEER
COLD BREW
2025 Hotel and Lodging Trends
North Carolina’s hospitality industry is set to navigate significant shifts in traveler expectations in 2025, driven by technology, social media, and a desire for unique experiences. Here’s a look at what’s on the horizon for hotels, lodging businesses, and the travel sector in the coming year.
1.
Embracing the “Travel Maximizer” Mindset Hilton's 2025 Trends Report highlights an emerging "Travel Maximizer" spirit among travelers, who now seek vacations that blend adventure, relaxation, and cultural immersion into a single experience. Whether it’s an outdoor adventure, a wellness retreat, or a cultural excursion, today’s guests want versatile experiences. Multi-generational and family trips are on the rise, as travelers seek destinations that cater to diverse interests within one group.
2.The Automated and Contactless Revolution
Hospitality technology is advancing rapidly, reshaping how properties cater to guests. As digital conveniences modify expectations, hotels are prioritizing automation and personalization. According to a report from Skift and Oracle Hospitality, guests are looking for seamless, contactless experiences such as automated check-in, mobile services, and voice-activated room controls. This shift isn’t about replacing personal service but enhancing convenience and allowing staff to focus on more personalized, high-touch interactions. These innovations enable travelers to navigate their stays with minimal contact, while enhancing comfort and efficiency.
4.Sustainability and Community Impact
Today’s travelers are more eco-conscious than ever. Both Oracle’s report and Hilton’s research note a growing emphasis on sustainability, with travelers increasingly expecting hotels to adopt green practices. This shift is not just about environmental impact—it’s also about community engagement and supporting local businesses. For North Carolina’s hotels, sustainable practices could range from reducing single-use plastics to partnering with local farms and businesses for eco-friendly sourcing.
6.The New Age of Hotel Dining
Expedia and other major industry players predict that hotel restaurants will become more than just dining venues—they’ll be destinations themselves. This shift has sparked a “Hotel Restaurant Renaissance,” where dining is seen as an integral part of the travel experience. With a focus on fresh, local ingredients and renowned chefs, hotel restaurants can attract guests who seek memorable culinary experiences without leaving their accommodations. Embracing regional cuisine and sustainable sourcing will help hotels stand out and attract both visitors and locals looking for a unique meal.
NCRLA remains dedicated to supporting North Carolina’s hospitality industry in adapting to these changes. From advocacy efforts that address staffing shortages to promoting innovative technology solutions, NCRLA is here to help members stay informed and agile as the industry evolves. As 2025 unfolds, staying attuned to these trends will allow North Carolina’s hotels and lodging businesses to deliver unforgettable experiences that meet the expectations of modern travelers while showcasing the best the state has to offer.
3.Rising Popularity of All-Inclusive Stays and "Goods Getaways"
Expedia’s 2025 predictions reveal increasing interest in all-inclusive packages, especially among younger travelers who seek hassle-free experiences at a predictable price. Additionally, social media-fueled "Goods Getaways"—trips focused on sourcing distinctive local products— are on the rise. With North Carolina’s rich landscape of local goods and cuisine, properties can stand out by promoting unique offerings.
5.Set-Jetting and Nostalgia-Driven Travel
The term “set-jetting”—where travel is influenced by popular movies and TV shows—continues to shape traveler choices. For instance, destinations associated with shows and films, like Wilmington’s ties to the movie and television industry, create unique opportunities for themed stays and excursions. Moreover, nostalgia-driven travel, a trend Hilton labels “Time Travel,” is gaining traction as families look to recreate past travel memories, particularly with their children.
MEMBER SAVINGS PROGRAM
NCRLA Preferred Providers & Partners
NCRLA partners with a number of businesses to provide discounts and resources to support members.
DELIVERY & TECHNOLOGY SOLUTIONS
DoorDash: Is a technology company that connects people with the best in their cities. They do this by empowering local businesses and in turn, generate new ways for people to earn, work, and live. They started by facilitating door-to-door delivery, but they see this as just the beginning of connecting people with possibility—easier evenings, happier days, bigger savings accounts, wider nets, and stronger communities.
Fintech: Offers industry-leading technology solutions for beverage alcohol management from grain to glass.
Heartland Payment Systems: As an endorsed partner of NCRLA and the National Restaurant Association, Heartland offers a complete suite of services, including credit card processing, payroll services, tip and check management, and gift marketing. With Heartland, restaurants and hotels can reduce expenses, enhance and improve operations, and increase profitability.
Relay: Connecting your team means more than two-way talk. Relay is creating technology that focuses on innovative, durable, and adaptive ways for hospitality teams to communicate safely and efficiently.
SpotOn: From seamless and efficient point-of-sale systems to integrated management solutions built for the fast-growing enterprise, SpotOn builds technology that “works the way you work,” and backs it up with a 24/7 team of experts who make sure it always does—with fairness, flexibility, and a personal touch.
EMPLOYMENT SERVICES AND WORKFORCE DEVELOPMENT
North Carolina ProStart: NCRLA supports culinary and hospitality training programs at the high school level. Mentorships and job placements are available.
FOOD SAFETY CERTIFICATION AND HOSPITALITY INDUSTRY TRAINING
American Hotel & Lodging Educational Institute: Founded in 1953 to provide working hospitality professionals with education and training. AHLEI continues to meet the needs of the industry with a variety of hospitality solutions, including online learning, professional certification, and resources for high schools, colleges, and workforce agencies.
Human Trafficking Training: Businesses Ending Slavery and Trafficking (BEST) provides consultation and training to hundreds of hotels focused on reducing human trafficking and mitigating the reputational, legal, and financial risks associated with it. NCRLA members can receive the training for free.
ServSafe Food Safety Training: NCRLA members get a 20% discount on ServSafe food handler, manager, and allergen training.
FOODSERVICE AND BEVERAGE
Butterball: Butterball offers chefs superior turkey products and exceptional customer service.
Got To Be NC: Representing all aspects of North Carolina agriculture, agri-business, and the state’s growing food industry, Got To Be NC is a proud partner of NCRLA to connect chefs and restaurants to local products to continue to diversify, innovate, and strengthen NC’s food and agriculture businesses.
Pepsi: Born in the Carolinas, NCRLA is proud to partner with Pepsi to not only quench your thirst, but to make a positive impact in the NC community.
Shelton Vineyards: Founded in 1999, Shelton Vineyards was envisioned as a new agricultural resource for an area once dependent on tobacco farming. Discover all the “Rieslings” why NCRLA partners with Shelton Vineyards.
US Foods: As one of America’s great food companies and a leading foodservice distributor, US Foods provides customers with innovative food offerings, culinary equipment, and a comprehensive suite of e-commerce, technology, and business solutions to help increase your bottom line.
HOTEL PERFORMANCE DATA
STR: The global leader in hotel data and performance benchmarking. As an NCRLA member, you are entitled to special discounts on many STR products and services, and access to the monthly STR report.
WORKERS' COMPENSATION
Employers: To help keep restaurants and hotels working safely, eligible NCRLA members can receive a five percent association credit on their workers’ compensation insurance through Employers.
LEGAL SOLUTIONS
ATTORNEY SERVICES
Blanchard, Miller, Lewis & Isley, P.A.: North Carolina’s liquor industry is dynamic and evolving rapidly, but it is also highly regulated. These attorneys have extensive experience representing breweries and hospitality industry clients before the NC Alcoholic Beverage Control Commission, as well as in litigation involving alcoholic beverage laws and regulations.
Cranfill Sumner: These attorneys help keep your business running smoothly and safely, protect your interests, and give you peace of mind. They assist retailers, hoteliers, and those working with them in matters related to hospitality law, professional liability, employment law, and more.
CLASS ACTION SETTLEMENTS
Class Action Capital: Many hotels do not have the time, resources, or relevant data available to file a settlement claim, and Class Action Capital will work with you to submit a fully comprehensive claim recovery, while minimizing the use of your employees’ time, internal resources, and the risk of errors when managing claims yourself.
TAX CREDIT SPECIALISTS
Addesso Capital: NCRLA has engaged Adesso Capital as our partner offering Employee Retention Credit filing services to our members. Adesso Capital provides concierge financial services to small and mid-sized businesses. When the pandemic drove business into a downturn, Adesso assembled a team of tax experts to help businesses maximize the federal COVID relief available to them. Adesso has helped hundreds of businesses secure tens of millions of dollars in ERC funds.
LIQUOR LIABILITY
Hospitality Insurance Group: When your business serves or sells liquor, it’s always best to play it safe. That’s why NCRLA partnered with HIG to provide the best liquor liability coverage possible to protect establishments in what is known to be a high-risk industry.
MARKETING & COMMUNICATIONS
Largemouth: Words matter! Largemouth has been helping clients in the hospitality industry navigate the maze of communication channels to take their stories to the next level. They help you with PR strategy and messaging, media relations, social communications, corporate communications, issues management, and brand activations.
MUSIC LICENSING
BMI: Broadcast Music, Inc. is the bridge between songwriters and the businesses and organizations that want to play their music publicly. Save up to 20% on annual fees. Call 800-925-8451 or visit BMI.com.
PRODUCT SUPPLIERS
Ecolab: Around the world, businesses in foodservice, food processing, and hospitality choose Ecolab products and services to keep their environment clean and safe, operate efficiently, and achieve sustainability goals.
HEALTH & WELLNESS
United Healthcare: Offers “members-only” pricing and healthcare solutions that include affordable virtual doctor visits through Teladoc, individual and family plans that don’t require employer participation, and discounts on home health lab testing services and prescriptions.
Insurance People: An exclusive health insurance offering, Insurance People is an independent NC-based agency that provides a comprehensive suite of insurance solutions to protect you from the unexpected.
Marsh McLennan: Marsh McLennan proudly offers a comprehensive suite of non-insurance benefits, designed to add significant value to your compensation package. This program is ideal for employees of all statuses, including part-time contractors, retirees, seasonal workers, and full-time employees. With benefits such as the Consumerism Card, available for just $10/month, employees gain access to a wide range of services.
Member Moments
Proudly Recognizing North Carolina’s Hospitality Leaders
Six North Carolina Hotels Named in Condé Nast Traveler’s Top 25 Hotels in the South
Condé Nast Traveler readers have spoken, and six North Carolina hotels have been honored in the prestigious 2024 Readers’ Choice Awards for the Top 25 Hotels in the South. Asheville’s The Restoration ranked highest at #8 with a score of 97.64, recognized for its boutique suites, event spaces, and vibrant downtown location. The Umstead Hotel and Spa in Cary followed at #12 (96.71), offering a serene lakefront retreat with luxury accommodations and spa services. Other notable mentions include JW Marriott Charlotte at #14 (96.61), Old Edwards Inn & Spa in Highlands at #15 (96.42), The Grand Bohemian Hotel in Charlotte at #19 (95.81), and Half-Mile Farm in Highlands at #23 (95.01).
Loden Properties to Lead Major Redevelopment of Cary’s Historic South Hills Mall
Cary’s oldest shopping mall is set for a transformation as NCRLA member Loden Properties prepares to redevelop the 44-acre South Hills Mall & Plaza into a dynamic mixeduse community. This ambitious project will include 550,000 square feet of retail, 935,000 square feet of office space, 1,755 apartments (with 5% set aside as affordable housing), a 350room hotel, and a sports recreation center supported by a $75 million grant from Wake County. The phased development begins in 2025, with initial plans focused on retail, dining, and residential spaces, bringing new energy and walkability to Cary.
The Grand Bohemian Hotel
Half-Mile Farm
The Restoration
Moxy Asheville Debuts in Downtown with Unique Guest Experience
NCRLA member McKibbon Hospitality celebrated the grand opening of Moxy Asheville in September, bringing a fresh, vibrant experience to downtown Asheville on Biltmore Avenue. At six stories with 115 rooms, Moxy Asheville offers guests a unique check-in at Bar Moxy, where they’re greeted with a cocktail, mocktail, or coffee alongside their room key. After briefly closing due to Hurricane Helene, the hotel reopened on October 24, welcoming guests back with the message, “The heart of Moxy is ready to beat again.” With open workspaces, a video wall, and a grab-and-go market in its lobby, Moxy Asheville offers convenience and creativity.
Golden Corral Once Again Salutes US Armed Forces with Military Appreciation Night
For 23 years, Golden Corral offered all activeduty military and veterans a complimentary dinner buffet and beverages on Veterans Day. In addition, they continued their partnership with the Disabled American Veterans. Guests at their restaurants contributed direct donations or by rounding up their checks at the register. “We remain steadfast in our mission to give back to those who have so selflessly served our country,” said Lance Trenary, CEO of Golden Corral. In 2023, Golden Corral served nearly 190,000 complimentary “Thank You” meals and raised more than $1 million for local DAV chapters on Military Appreciation Night. Since the inception of Military Appreciation Night in 2001, Golden Corral has raised more than $19.5 million and provided nearly 6.5 million free meals.
Slim Chickens Opens First Triangle Location in Smithfield
Slim Chickens opened its first Triangle location in Smithfield. This new spot marks the sixth North Carolina location for the national fried chicken brand, known for its buttermilk-brined tenders, chicken sandwiches, and distinctive sides such as mac-and-cheese bowls and fried mushrooms. Owned by franchisees Luke Simmons and David Harris, Slim Chickens has quickly earned high marks for customer satisfaction across its North Carolina locations. Plans are underway for additional sites in the Triangle and Eastern North Carolina.
La Farm Bakery Celebrates 25 Years with NCRLA Foundation Donation
La Farm Bakery, led by Master Baker Lionel Vatinet, coowner Missy Vatinet, and COO Omar Gaye, celebrated its 25th anniversary with a week of special promotions and a donation to the NCRLA Foundation’s NC Hospitality Worker Relief Fund. Since opening in 1999, La Farm has become a staple of the American South’s artisan baking scene, with multiple locations in Cary, FuquayVarina, Raleigh, and RDU Airport, as well as widespread distribution across the Southeast.
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Did You Know?
Hospitality Industry News Bites
NCRLA Advocates for Hospitality Industry in Washington, DC
NCRLA President and CEO Lynn Minges and Board Member Amber Moshakos, President of LM Restaurants, met with senior members of the White House at the end of September. They participated in discussions on policies around the Credit Card Competition Act, the FTC’s proposed surcharge regulations, supply chain challenges, and the economic outlook for 2025.
At the same time, NCRLA’s Vice President of Government Affairs Isabel Villa-Garcia participated in AHLA’s Hotels on the Hill in September, joining industry leaders for advocacy efforts on behalf of North Carolina’s hospitality sector. During the event, she took part in a panel discussion with former US Senator Mark Pryor and Wisconsin Hotel & Lodging Association's Bill Elliott, focusing on the importance of citizen advocacy.
NCRLA and Attorney General Present Arguments in Key COVID Insurance Case
The North Carolina Supreme Court heard arguments on Oct. 22 from Attorney General Josh Stein, as well as NCRLA and the National Restaurant Association's Restaurant Law Center, in the North State Deli LLC, et al. v. The Cincinnati Insurance Company case. This case involves 16 Triangle-area restaurants, owned by Giorgios Bakatsias, Matt Kelly, and Jay Mehdia, seeking insurance coverage for business losses during COVID-19 shutdowns.
The restaurant owners argued their “all-risk” policies should cover virus-related losses, while Cincinnati Insurance contends that coverage only applies to physical damage. NCRLA and the National Restaurant Association’s Restaurant Law Center filed amicus briefs supporting the restaurants on September 3. A decision, expected by the end of the year, could have wide-reaching effects on the hospitality industry.
NCRLA Offers New Platform for Independent Restaurants
NCRLA has partnered with the National Restaurant Association on a new platform for independent restaurant operators called RestaurantOwner.com. It has been a trusted source for over 20 years offering operational insights, tools, and training for success. The platform offers weekly newsletters, a restaurant owner resource library, and business plan and start-up resources. There are more than 600 downloadable forms, checklists, and templates. Digital training manuals are available in English and Spanish. NCRLA members get 15% off all monthly plans and 30% off all annual plans. Become a subscriber today to take your operation to the next level.
Board Member Amber Moshakos, President of LM Restaurants, and NCRLA President and CEO Lynn Minges
NCRLA’s Vice President of Government Affairs Isabel Villa-Garcia participated in AHLA’s Hotels on the Hill in September
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