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Reflect on the impact in the Americas by Hilton Dallas Lincoln Center or at the Hotel del Coronado, Curio Collection by Hilton, in San Diego with Copia, all in under a year. Since 2008, Hilton set out to reduce landfill contributions by 50% by 2030, and by the end of 2023 has already achieved a staggering 63.7% reduction. Innovative concepts, like OXBO at Hilton Vienna, will continue to push the boundaries of sustainable and local sourcing across the supply chain, providing thoughtfully crafted menus that celebrate a deep-rooted respect for nature and the planet.
StiR.mag is a publication by the Hilton Global Brand F&B Development Team for our Hilton Team Members Worldwide.
As Hilton continues to innovate and lead the industry toward a greener future, we invite travelers to join us in making ecoconscious choices. Together, we can ensure a positive impact on our planet for generations to come.
We offer a backstage pass to our work and the world of F&B development.
Tiramisu at Sophia’s, Conrad Orlando
← ↑ The daily harvests from the garden at Moulin at Waldorf Astoria Seychelles Platte Island inspires the menu, each dish crafted to showcase nature’s bounty
Sophia’s, Conrad Orlando
Apero, Conrad Orlando
A Note From Adam
Welcome to the final issue of StiR Mag for 2024.
This has been a year of culinary creativity and strategic growth for Hilton’s global F&B team. From launching new, scalable restaurant brands in EMEA and the Americas, to refreshing breakfast programs across our focused-service, all-suites and full-service brands, we’ve made significant strides in elevating the hospitality dining experience. As we reflect on a year of accomplishments, we also look ahead to the future of food and beverage. In this issue, our team delves into the latest trends shaping the global dining scene, from the rise of the sober-curious movement to the global impact of Korean cuisine. We’ll also explore the potential of AI in menu programming and take a tour of the Conrad Orlando, a resort that puts F&B at the forefront of the guest experience.
But great food and beverage isn’t just about the taste; it’s also about the brand. We’ll discuss the art of brand building and storytelling, a crucial element in developing successful restaurant and bar concepts. And, of course, we’ll highlight the importance of innovative group meetings and events in driving F&B revenue, as only our very own Tom Walters, SVP of F&B Operations, can.
I am grateful to our global F&B brand team and operating partners for their dedication to providing dynamic, exceptional and memorable food and beverage experiences for our guests. Let’s raise a glass to a year of flavor, innovation, and unforgettable moments.
At StiR Creative Collective, we’re experts at thinking about the future of food and beverage. That’s why for our second edition of StiR Selects, we polled our global StiR team to share the trends and movements they anticipate to see, experience, and develop in 2025 and beyond.
Edited by Beth Elliott
In my role at StiR, I write a lot of forward-thinking sample menus when developing bar and restaurant concepts for our bespoke projects. Looking at the year ahead, I see the following menu items and flavors gaining traction:
Beth’s 2025 Picks
Cherries Jubilee
This throwback flaming dessert, originally created by famed French chef Auguste Escoffier for Queen Victoria’s Diamond Jubilee, is making a tableside comeback in some of the hottest restaurants across the United States.
Luxe Guacamole
Crab, lobster, caviar, and so much more can elevate and enhance this classic, crowd-pleasing avocado dish. Find one of my favorite renditions, topped with fresh picked blue crab and trout roe, at Ceiba at Conrad Orlando.
Pandan
Move over matcha, pandan is set to make waves this year. Pandan is a perennial tropical plant found in South and Southeast Asia. Its slender, verdant leaves lend the plant its signature, enchanting vanilla-floral-coconut-like aroma and flavor, while its not-quiteBrat—but just as bright—green color makes a memorable and delicious impression on all who partake. Try it in a custard or cake dessert, in a tea or latte, or in savory dishes like pandan chicken or sticky rice. I, for one, may try it in a martini…
Fruit on Ice
Simple yet luxurious, perfectly ripe fruit chilling atop a mound of ice in a beautiful chalice or vessel brings haute picnic vibes to the dining room. There is no better way to show off peak season produce.
No spoiler alerts but the outlook for food and beverage this coming year is an exciting one. From wellness and technological innovations to food cultures on the rise, the future is brimming with delicious possibilities. At StiR, we are not just observing these trends but actively shaping them. In that spirit, I invite you to preview tomorrow, today.
Cheers, Beth
↑ Strawberries on Ice
↑ Pandan Iced Latte
↑ Cherries Jubilee is a show-stopping dessert in any dining room
Wellness Rising
Adam Crocini Senior Vice President F&B, Design, Wellness
We have seen a significant change in our guests’ requirements for healthier, fresher, and better-for-you products as well as a surge in wellness product consumption in our retail environments. This change in our guests’ preferences is pushing our F&B and Wellness teams to respond in a thoughtful and meaningful way to meet our guests where they are to ensure we are not disrupting their daily routines yet providing them a space to truly feel at home. Wellness means different things to different people, and we believe that 2025 will be a year that F&B and Wellness come together and exceed our guests’ expectations with curated products, programs, and experiences.
I’m looking at the continued traction of the “food as/is medicine” movement, which lives at the intersection of F&B and Wellness. The link between nutrition and health has countless implications, from customized vitamin gummies tailored to individual biological profiles to broader community-based efforts to combat chronic disease and food insecurity. I’m excited to see the progression in both research and practical applications that aim to make a real societal change.
As more consumers explore a sobercurious lifestyle or reduce their alcohol intake for various reasons, the demand for non-alcoholic beverages will continue to rise. Non-alcoholic beers have moved beyond traditional mass-market options, becoming widely available in the craft brewery scene, driven by brands like Athletic. Techniques for de-alcoholizing wine are advancing, allowing guests to enjoy a spirit-free experience without compromising on flavor. Meanwhile, mocktails are evolving to more closely resemble classic cocktails, thanks to the growing popularity of non-alcoholic spirits such as Seedlip and Optimist. Let’s raise a glass—without the buzz—to a healthier, more flavorful future!
Phee Gardner Director F&B Brand Development, APAC
Wellness Meets Cultural Heritage
Uniquely localized medicinal ingredients are experiencing a remarkable resurgence as traditional knowledge is rediscovered and celebrated for both their health benefits and tasty flavors. This once dormant wisdom is now being embraced by culinary innovators, who are weaving these healing ingredients into contemporary dishes across a spectrum of dining experiences, from casual cafés to upscale restaurants. In doing so, they are revitalizing cultural heritage while promoting overall wellness.
Trending in GCM 2
Emery Yu Manager, Brand F&B Development, APAC
Local More Than Ever
In terms of the food and beverage market in GCM 2025, the cuisine types are expected to become more niche, with more exploration of local cuisine that are less known.
Awards Matter
Another trend is that restaurants with awards, specifically Michelin and Black Pearl remains to be highly popular and adds great value to the reputation for the restaurant.
Hydrate with Purpose
Kevin Quinn Director, Brand F&B, Americas
Driven through our brand prototype work, I expect to see public space hydration proliferate, as well new programs that support greater efforts globally like Planet Water Foundation.
Tempo by Hilton and Planet Water Foundation have teamed up to bring clean water and hygiene education to communities across the globe. This includes building AquaTower water filtration systems, which produce 1,000 liters of drinking water per hour—enough to meet the daily drinking water requirements of up to 1,800 people. You can fill a community with hope by purchasing a Klean Kanteen | Tempo by Hilton reusable bottle in the Tempo shop.
We are really excited about the launch of WE ARE EDN at DoubleTree by Hilton Centraal in Amsterdam. This is a restaurant and bar concept designed by StiR Creative Collective specifically for DoubleTree by Hilton, and it lands beautifully in the vibrant and diverse city of Amsterdam. The brand offers a new all-day eating experience with a big heart and a big conscience. The planet-conscious menu comprises comforting and familiar global dishes alongside cherished local favorites, with a balanced ratio of vegan, vegetarian, meat and seafood options all crafted from fresh seasonal ingredients and rooted in
sustainability. The menu will extend from breakfast and brunch classics to fun sharing plates, all day bowls and salads, meat and plant-based burgers and signature EDN zero-proof cocktails crafted by in-house mixologists. The bar menu will include a comprehensive range of low alcohol craft beers, aperitifs and natural wines alongside traditional alcoholic drinks. This new bar and restaurant concept particularly promotes local sustainable solutions, with EDN an acronym for Engage, Develop, Nurture, a call-to-action to drive positive change within the region and local community.
Superfoods to Watch 5 6
Artificial Intelligence Comes to Dinner
Fayaz Nazeer
Senior Director, Brand F&B Development, EMEA
As AI becomes more sophisticated, it will increasingly shape the hospitality industry, particularly when it comes to menu development and personalization. Imagine predictive menu design based on guest preferences, dietary restrictions, and real-time data. This trend also allows for hyper-personalized dining experiences.
Fayaz Nazeer
Senior Director, Brand F&B Development, EMEA
New superfood alert: Moringa & Baobab. These African superfoods continue to trend for their high vitamin C content and adaptogenic properties. Moringa is known for its antiinflammatory benefits, while baobab is rich in fiber and antioxidants, making it popular in beverages and health bars.
Gen Z’s Future of Food
Marie McAllister Senior Analyst, Brand F&B Development, Americas
By 2025, food trends influenced by Gen Z are poised to reflect a sophisticated intersection of sustainability, innovation, and health-consciousness, driven by a generation that prioritizes ethical consumption and environmental impact. Expect a continued rise in highly advanced plant-based alternatives and lab-grown meats, which not only address sustainability concerns but also push the boundaries of food science to create products that closely mimic the taste and texture of traditional animal proteins.
Gen Z’s dedication to ecological responsibility will also fuel the growth of zero-waste initiatives and up-cycled food products, promoting a circular food economy where every part of an ingredient is utilized. Meanwhile, an increasing focus on functional foods—those designed to enhance mental well-being and physical health—will introduce adaptogenic and nootropic ingredients into everyday diets, aligning
with this generation’s holistic approach to wellness. These trends, coupled with Gen Z’s affinity for digital culture, will likely foster a fusion of personalized, tech-enabled food experiences that are both highly innovative and mindful of global sustainability goals.
Korean food and culture is on the rise, proliferating across the globe. They have created a culture of food and beverage that truly is their own but with the ability to adapt internationally.
Korean Bites
Pajeon
A variety of Korean pancake with scallion as its prominent ingredient.
Dasik
Traditionally accompanied by tea, dasik is a bite-size cookie made by kneading grain or other edible seed flour or pollen with honey, then pressing them into a decorative mould called dasikpan.
Kimchi
Kimchi is a traditional Korean side dish consisting of salted and fermented vegetables, most often napa cabbage or Korean radish. A wide selection of seasonings is used, including gochugaru, spring onions, garlic, ginger, and jeotgal.
India is definitely a market to watch. The country is hungry for new products and developments, particularly in the luxury segment.
Longevity is the New Luxury
George Blower Senior Creative Strategy Lead, EMEA
It has long been acknowledged that the UHNW market yearns for betterment and for rituals and experiences that transcend what is commonly accessible in order to increase either life expectancy or quality of life. The hospitality market is slowly but surely moving to recognize this ever-evolving change of pace, and central to its success will be the ability to forego the expected and tread new ground for pioneering treatments and experimental practices.
The shift in mall design, particularly in GCC, centers on fostering community with integrated F&B zones and flexible spaces that offer a mix of shopping, dining, and entertainment. This design reimagines the mall as a social and cultural hub rather than just a retail destination, focusing on IRL (in-real-life) connections. This can already be seen in Malls being built by Al Shaya where a hotel or hotels are part of the shopping mall and retail destination landscape.
2025 will be defined by vibrant color palettes. A romantic, deep violet-blue symbolizing change, space exploration, and the digital era. Complementary shades like sunset coral and aquatic turquoise will appear across interior design, from hotel decor to restaurant branding. These colors also reflect a shift towards creating calm, immersive spaces that balance escapism with modern aesthetics.
In-Room Excellence 13
George Blower
Senior Creative Strategy Lead, EMEA
From an F&B standpoint, in-room amenities are often a sorry afterthought. While we may wish every guest spends at least one night in our restaurants and bars, we can’t guarantee that. What we can guarantee with absolute certainty, however, is that each and every guest will sleep in a near-identical room and engage with it in a near-identical way. And for many properties, especially in the lifestyle-luxury space, the teabags you choose and the coffee you offer says a lot about your hotel and—vitally—your brand’s perspective on what “great” looks like.
We’re seeing a few brands really nail this, making in-room amenities part of the F&B ecosystem. NoMad London does this particularly well, highlighting coffee collaborations with local specialty roaster, Assembly Coffee, with in-room pods, looseleaf teas from London stalwart Good & Proper Tea, fresh milk in glass bottles, and the renowned The NoMad Cocktail Book by Leo Robitschek atop an elegant drinks trolley with the best spirits and mixers.
Zero-proof beverages are quickly gaining popularity with bartenders creating alcohol-free drinks that showcase rich, layered flavors using botanicals, spices, and fermented ingredients. These drinks are crafted with the same attention to detail as traditional cocktails and are often featured on dedicated menus. This movement is especially popular among Millennials and Gen Z, who are prioritizing wellness and balance while still enjoying flavorful and social drinking experiences. At Tempo, we see this popular trend come to life with their unique spirted (containing alcohol) and free spirited (alcohol free) beverage program, emphasizing variety with a delectable experience for guests.
Botanical Bevs
Stuart Clarke Senior Director, Brand F&B Product, Americas
Beverage trends in 2025 are heading into Botanical and Savory profiles. Looking at botanical flavors we will likely see growth in Lavender, Rosemary, Hibiscus & Elderflower. On the savory side, Tomato, cucumber, beetroot & Celery. This is driven by culinary influences, flavor innovation and a desire for more “functional” ingredients.
Flex with Tech
Sean
Kaplan Manager, Brand F&B Development, Americas
As consumers continue to rely on mobile and app-based ordering, technology has increasingly enabled diners to customize their choices with individually modifiable ingredients to meet their preferences and dietary needs. Diners have come to expect this increased control and flexibility, and hotel guests can expect to see this trend show up on complimentary breakfast buffets where chafing dishes of scrambled eggs and bacon once sufficed. Self-serve stations displaying regionally and seasonally appropriate ingredients will give guests the ability to build and customize everything from breakfast sandwiches to tacos.
Martini Madness Continues 17
Marc Rios Manager, Brand F&B Development, Americas
With the help of social media, 2025 will continue to bring viral cocktail trends and iterations. I forecast that martinis are about to have their best year yet.
Cocktails to Elevate the Guest Experience
Presented by Diageo
Maximize your menu sales with the Three Most Popular Cocktails
These on-premise powerhouses bring strong value and demand but are under-represented on hotel F&B menus. Proven to boost sales*, add these three cocktails or one of their many creative variations to your menu.
Martini
Made with Ketel One Vodka
The #1 Top Trending Vodka
The #1 Vodka drink with YOY growth of 6.3%, the vodka martini is a showcase for innovative menu pairings and mixology.
Favored in classics as well as trending LTOs including Espresso, Cosmopolitan, Chocolate, and Watermelon Martinis.
* 45% of Operators that menu Martini experience 3.7% One-Year Growth and 1.8% Five-Year Growth
Old Fashioned
Made with Bulleit Whiskey
The #1 Whiskey Cocktail
This top cocktail shows 3% YOY growth. Plus, American Whiskey drinkers deliver stronger dollar value velocities—more than 5x larger than any other whisky.
A mixologist’s canvas for classic, smoked, coffee, herbal, maple and ethnic variations.
Margarita
Made with Don Julio Tequila
The #1 Best-Selling cocktail in the U.S.
The #1 cocktail in the United States with 5.1% YOY growth, the margarita is the biggest contributor to on-premises sales growth.
A platform for exploration including spices, heat, fruits, juices, regional and ethnic ingredients. Experimental and trend-forward flavors are favored LTOs.
* 45% of Operators that menu Old Fashioned experience 5.6% One-Year Growth and 15.2% Five-Year Growth
* 71.5% of Operators that menu Margarita experience 1.3% One-Year Growth and 2.4% Five-Year Growth
Meet the spirits behind the menu must-haves and get to know the brands that your guest wants.
↑ The Breakfast Room at Sophia’s is stylized with a mix of traditional and modern handmade Italian ceramics
Opening Spotlight Conrad Orlando
Bringing a New Development Project to Life
Article by Richard Cohn
Photography Michael Persico
Developing, programming, and opening a resort is a complex and multi-year undertaking. To succeed, it is essential to understand what the target guest values, and it requires foresight to predict which trends will endure and remain relevant years into the future.
Conrad Orlando, which opened in early 2024, offers a window into what successful resort development looks like and what results can be achieved when the forces of strong programming and relevant concepts come together, all bound by a central vision and diligent project management from initial planning through to opening day.
The Location
Conrad Orlando sits as the anchor to Evermore, a master plan development in an affluent residential area of the greater Orlando area close to their airport. In addition to the hotel, Evermore contains stand-alone rental homes, a clubhouse, two golf courses, and an iconic man-made lagoon —the Crystal Lagoon—that is at the center of it all. When we set out to create a dynamic and memorable food and beverage program for the project, we knew it would be essential to provide unique concepts and offerings at
all periods during the day and that appeal to a wide cross-section of culinary preferences. The best resorts do just that: From early morning to late evening and whether catering to a couple, family, or business travel group, the food and beverage responds with exactly what the guest is looking for. And of course, we constantly strive to create impactful and contemporary restaurants and bars that feel at home next to their competitors in the market—both in hotels and standalone on the high street.
↑ Artisan Mexican pottery grace the interiors at Ceiba, the specialty restaurant at Conrad Orlando
“Conrad Orlando has truly set a new benchmark in the industry with five unique dining outlets and a truly refined banquet offering. From a marketing perspective, it’s a testament to what can be achieved when creativity meets strategic execution.”
Jill Yurko, Director of Sales and Marketing
Orlando is a market that has been on the move for years. For a confluence of factors, including changing demographics, appealing quality of life, relatively affordable cost of living, and sustained population growth that leans younger, the food and beverage landscape is maturing. Sensing opportunity, a new generation of chefs and restaurateurs have come to Orlando and Central Florida to bring their New York and Miami sensibilities to life. The region is affluent and cultured,
offering entrepreneurial chefs a platform to build their reputation. For years, embedded business drivers like robust convention business, high levels of hotel room supply, warm weather, and strong air connectivity have made Orlando a destination for business travel, conventions, and incentive groups. Each of these factors plays a role in building a strong regional economy that allows hotels and restaurants to thrive. We considered it all when thinking about Conrad Orlando.
↑
The modern fresco wall at Sophia’s nods to the traditional Italian art style
A hallmark photo opportunity for every guest, the sand castle that lines the Crystal Lagoon is a work of art and changes seasonally
The Concept
The development process for Conrad Orlando began with our first planning sessions in 2018. The developer challenged our team to index food and beverage, declaring their expectation that we would have the best food and beverage program on the market. Our mission was to deliver. We focused our efforts on convivial, approachable, and high-energy restaurants and bars that would make a lasting impression. The initial planning of the resort called for food and beverage to serve
as the throughline; the one consistent aspect of the public areas that would attract and retain guests from day to night. Our concept vision was to create bright, fresh and vibrant spaces that would capture the eye at first glance and draw guests in. And not only that, but we also wanted to make a striking impression and deliver an experience so memorable that visitors would talk about their stay at home and locals would come back again and again for more.
↑ Terrace seating at Ceiba
↑ The signature claypot-aged negroni at Apero
Opening Spotlight: Conrad Orlando
↑ Curated snacks and candy line the shelves of the market at Little Spoon
“The team’s dedication to hospitality and commitment to the guest experience truly sets Conrad Orlando in a class of its own. We are proud to be one of the Southeast’s premier luxury resort destinations.”
Sean McCarron, General Manager
Opening Spotlight: Conrad Orlando
↑ Sean McCarron, General Manager, in the lobby at Conrad Orlando
Dining
Our intention was to make waves in the market and our program delivered. All together, we have a balanced and unique set of offerings that are bound by their boldness and energy. Never formal or stiff, each of the restaurants and bars on property adds its own distinct vibrancy that, when all combined, produces a noticeable force that makes the resort feel like something more. It is activated and alive, which was our ultimate objective.
A contemporary Italian feast awaits at Sophia’s →
↑ Enchiladas Verdes de Pollo, Ceiba
↑ Tiki-inspired cocktails await at Papaya Club
Opening Spotlight: Conrad Orlando
Sophia’s
Sophia’s is a convivial Italian trattoria that nods to the coastal portions of Southern Italy. Built around an archetype of a Sicilian Nonna, the menu is approachable and simple in the most Italian of ways.
↑ Milanese and martini? Yes please.
↑ Signature pastas
↑ Exterior of Sophia’s
Opening Spotlight: Conrad Orlando
Hand decorated Italian-made plates line the private dining room at Sophia’s
“Our diverse, curated bar and restaurant concepts offer an elevated approach to resort dining that has resonated strongly with our guests and the community. Our property has built a reputation on delivering unforgettable food and beverage experiences.”
Joshua Murray, Director of Food and Beverage
Apero
Just outside, Apero is a Venetian-inspired spritz bar that flows naturally out into the terrace toward the lagoon. Developed in partnership with a true master, Giancarlo Mancino, we bring a small slice of Italy to Central Florida.
↑ Small plates, Giancarlo Mancino cocktails and wine await at Apero
Apero’s centerpiece bar buzzes each night
Papaya Club
Moving outside and into the sand, guests discover Papaya Club, a cocktail bar that nods to an earlier era in time. The menu is at home in the Caribbean and Polynesia, bringing vibrant tropical fruits, citrus and tikiinspired cocktail traditions to life. Created in partnership with Paul McGee, a luminary in this space, guests enjoy laid-back vibes and excellent drinks served in everything from a ceramic flamingo to a just-cracked coconut.
↑ Assorted signature cocktails served with flair at Papaya Club
Papaya Club is the perfect place to dine or enjoy a cocktail by the lagoon
← ↑ Assorted pupus and Polynesian-inspired fare at Papaya Club
Opening Spotlight: Conrad Orlando
Little Spoon
For a great coffee or sweet treat, Little Spoon is a turquoise jewel box café that overlooks the lagoon and anchors the lobby.
↑ Branded collateral at Little Spoon
Opening Spotlight: Conrad Orlando
↑ Housemade gelato available by scoop or in hand-packed pints
↑ Entremet pastries are a highlight of Little Spoon
Ceiba
On the roof with panoramic views of Orlando, including nightly fireworks, Ceiba offers diners interpretative Mexican cuisine in an entirely new way for the region. Focusing on regional recipes and excellent techniques, Ceiba features a refined version of Mexican cooking that, while well-mannered, is deeply traditional. Developed in partnership with our culinary team based in Mexico, we bring to Orlando a version of this storied and layered cuisine that should not be missed.
↑ The bar at Ceiba has an impressive selection of agave spirits
The menu offers an expansive exploration of modern Mexican cuisine
Ceiba and Sophia’s, to Papaya Club and Apero, we craft each menu item with intentionality—not only imbuing the dish with a sense of concept but a sense of place as well—so that every guest experiences a meal that is not only true to the bar or restaurant’s vision but true to Conrad Orlando.”
Stephen Ullrich, Director of Culinary
Opening Spotlight: Conrad Orlando
↑ Dulce de Leche, Ceiba
↑ Papaya Burger, Papaya Club
↑ Apple Crostata, Sophia’s
↑ Espresso Martini, Apero
F&B Leaders at Conrad Orlando
Joshua Murray, Director of Food & Beverage
Richard Castner, Beverage Director
Stephen Ulrich, Director of Culinary
Troman Felizmenio, Executive Pastry Chef
David Montelongo Merlo, Chef de Cuisine, Ceiba & Rob Colomb, General Manager, Ceiba
We opened the Hotel on January 18, 2024, and the reactions from guests and visitors has been tremendous. We have received numerous accolades and we continue to exceed expectations in all areas from guest sentiment to commercial performance.
Conrad Orlando offers a test course in successful resort development and we cannot wait to see how it grows and matures with time.
↑ Hotel del Coronado, Curio Collection by Hilton, is a national landmark and icon of San Diego
Crafting Memorable Experiences Inside Banquet Operations at Leading Hilton Hotels
This article highlights the creative and diverse approaches that leading hotels are taking in their banquet operations, showcasing expert insights and case studies from properties such as Waldorf Astoria Orlando, Signia by Hilton Orlando Bonnet Creek, Hilton Columbus Downtown, Hotel del Coronado, Curio Collection by Hilton, Casa Marina Key West, Curio Collection by Hilton, and Hilton Bogotá
Article
by
Catherine Ker
Conversations with Tom Walters and Meetings & Events Hotel Leaders of the Americas
“The banquets of the past are certainly not the banquets of today or tomorrow,” says Tom Walters,
Senior Vice President of F&B Operations
for the Americas. His words resonate across the hotel F&B landscape, where banquets are undergoing a significant transformation. Hotels today must be more creative, innovative and adaptable than ever before to deliver world-class meetings and event experiences. Traditional sit-down dinners have evolved into dynamic, interactive settings that foster social engagement and immerse guests in local culture. Far from being just a profit center, banquets have become pivotal experiences that shape a hotel’s overall guest journey.
↑ Tom Walters, Senior Vice President of F&B Operations for the Americas
To better understand this evolution, we sat down with Walters, a seasoned industry leader with extensive experience in banquets, catering, and hotel F&B operations.
He shared his insights on current trends and the future of banquets in the hotel space. We also spoke with hotel leaders from properties across the portfolio to explore best practices and insider tips for creating memorable events. Whether through innovative culinary offerings or Instagram-worthy setups, banquet teams are redefining what it means to host an unforgettable event.
To start, Walters emphasized the growing importance of food and beverage in shaping the guest experience, especially with the rise of frictionless technology. Walters explains, “For some guests, their first service touchpoint on-property may be at a banquet event, like a breakfast meeting or cocktail welcome reception, especially if they’re using mobile check-in and a Digital Key in place of visiting the front desk.” This shift under -
scores the vital role F&B plays in creating that crucial first impression, making it an integral part of the guest journey—so, all in all, the pressure is on.
Meetings and events have long been central to hotel operations, serving not only as key revenue drivers but also as essential components of creating remarkable guest experiences. Walters highlights that banquets and catering account for approximately 55-60% of revenue for many hotels and remain among the most profitable areas of food and beverage operations. But as Walters emphasizes, “It’s not just about revenue. It’s about the guest experience, now more than ever.” Prioritizing guest satisfaction underscores the importance of continuously evolving banquet operations to meet changing expectations.
↑ The Grand Ballroom at Casa Marina Key West, Curio Collection by Hilton
Hotel del Coronado, Curio Collection by Hilton
“If a group is in a particular destination, they want to feel connected to that place. Guests expect the team to be well-versed in the local food and culture, making it a critical aspect of event success.”
Tom Walters
The Evolution of Banquets, Meetings, and Events
Walters notes that today’s banquet expectations have changed. “We are catering our banquet operations to meet guests’ evolving preferences where they expect restaurant-quality food and service whether they’re attending a buffet lunch, cocktail hour or breakfast meeting,” he says. This shift is driving hotels to rethink how they deliver banquets, with a focus on offering a wider variety of dietary accommodations, including vegan, vegetarian and gluten-free options, while encouraging interactive and flexible formats, often in a passed or display-style format.
One of the most notable changes, according to Walters, is the growing preference for more dynamic and social banquet settings. “Meeting planners and guests now want an experience. Instead of sitting down with the same group, they prefer to network, float through the room and sample different foods at interactive stations.” This approach encourages networking and “social collisions,” where guests can interact more freely, creating memorable event experiences.
When we asked Walters, “How do we give our guests and meeting attendees the time and space to reset?” he emphasized the importance of a change in environment. “People like a change of scenery during a break,” Walters explains. “It allows attendees to separate themselves, process what’s happened so far, take a call or simply stretch their legs.” According to Walters, keeping
meetings in the same room all day without offering a different setting for breaks or meals can be mentally draining.
“When lunch is served in the same space after a long morning of meetings, it doesn’t give people the chance to reset,” he says. Transitioning to a different space, even for a brief break or meal, sends a message that it’s time to pause, reflect, and recharge before continuing the day. Walters believes that, when feasible, F&B leaders should encourage this shift and provide options on how to execute it effectively. This simple change can make a significant difference in helping guests reconnect and refocus for the remainder of the day.
When asked about the evolving role of beverages in banquets, Walters highlighted the increasing demand for mixology-forward, specialty bar offerings and interactive experiences. “Beverage offerings should not only reflect current trends and meet guests’ needs, but also account for seamless flow and room space planning,” he explains. Walters emphasizes the importance of visibility, noting that guests want to see and engage with what they are drinking. Historically, banquet bars have been associated with well offerings—a stigma that Walters is determined to erase. “It’s no longer ‘it’s just banquets, who cares?’” he says. “Our baseline offerings have been elevated to trusted brands that both meeting planners and guests recognize and regularly enjoy.” In fact, many hotels have upgraded their lowest-tier options to meet the heightened expectations of today’s guests.
Similar to beverages, in today’s banquet landscape, incorporating the local culture is no longer just an added touch—it’s table steaks. Local offerings have become a cornerstone of successful banquet programs, with attendees looking for experiences that deeply immerse them in the destination’s unique character. Walters highlights the importance of tailoring events to fit the local market.
“If a group is in a particular destination, they want to feel connected to that place,” he explains. For example, a group in Key West anticipates a laid-back, carefree atmosphere featuring local specialties like conch fritters, while an event in Miami demands a trendier, more vibrant vibe. This distinction carries through to places like Texas, where guests in Dallas expect a cowboy-style BBQ, while those in Austin prefer the distinct mesquite-smoked flavors of Central Texas. Understanding these regional nuances is key to delivering an authentic and memorable experience. Walters adds, “Guests expect the team to be wellversed in the local food and culture, making it a critical aspect of event success.”
↑ Made-to-order eggs elevate banquet breakfasts
↑ Casa Marina Key West, Curio Collection by Hilton
Channeling the Destination
Casa Marina Key West, Curio Collection by Hilton
When guests and meeting attendees come to Key West, they seek an authentic local experience that reflects the island’s unique charm and vibrant culture. At Casa Marina Key West, Curio Collection by Hilton, the team’s signature waterfront culinary activation is designed to deliver just that, offering an immersive dining experience that stands out from anything else on the island. This extraordinary event not only highlights the natural beauty of the location but also showcases the freshest local ingredients, ensuring that guests leave with a true taste of Key West.
During Casa Marina’s waterfront dining experience, guests are transported to a tropical oasis. Upon arrival at the hotel’s signature event lawn, they are greeted by the sounds of a steel drummer playing island music, creating an atmosphere that feels worlds away. As they walk through bamboo columns, attendees enter an open-air kitchen concept where culinary team members are preparing a variety of dishes, filling the air with aromas reminiscent of a tropical fishery. The event lawn offers breathtaking views of the sunset and a cotton candy-colored sky, setting the stage for an unforgettable evening.
As guests enjoy beverages from various mixology bars, the event host introduces the culinary leaders and their
focus for the evening, heightening the anticipation for what’s to come. A standout moment occurs when the banquet chef captures everyone’s attention and directs their gaze toward the Atlantic Ocean. A fisherman emerges from the water in a wetsuit, spear gun in hand, showcasing a freshly caught fish. This captivating reveal is just the beginning; the chef then brings the fish to the center of the space and skillfully prepares it before the guests’ eyes. Dishes like bright and tangy ceviche and grilled filets are at the forefront, on open-flame Santa Maria grills, leaving attendees in awe of the immersive experience.
Lubos Sarissky, Assistant Director of Food & Beverage, emphasizes the uniqueness of this experience. “Guests are looking for a Key West experience and something that you cannot find anywhere else. Having an oceanfront property allows Casa Marina to showcase fresh, locally caught seafood that is not as accessible in other destinations. We’ve done this several times for our VIP clients, and it never fails to create a wow moment.” He adds, “One time we used a local grouper for ceviche, but we’ve also had events where the chef came straight out of the ocean with a bag of fresh lobsters during lobster season, grilling them right in front of the event attendees.” This blend of culinary artistry and the natural beauty of Key West ensures that guests leave with lasting memories of Casa Marina’s exceptional event.
Hotel Spotlight
Washington Hilton: Building Legacy Through Tradition and The Power of Community and Continuity
An essential aspect of a successful banquet program is its connection to the local community and its ability to create continuity through long-standing traditions. Walters highlights Washington Hilton as a prime example of this. The hotel has hosted the prestigious White House Correspondents’ Association dinner for years, and the event has become synonymous with the property itself. This kind of partnership not only amplifies the hotel’s reputation but also strengthens its identity within the community. “Washington Hilton’s associa-
tion with such an iconic event supports the hotel’s legacy and boosts its status as a destination,” Walters explains. This continuity not only enhances the guest experience but also attracts destination guests to the hotel. The banquet team takes great pride in hosting such a renowned event, which in turn fuels a sense of purpose and achievement. The strong bond between the hotel’s banquet program and its local community is a testament to the importance of history and tradition in shaping long-term success.
Case Studies
So, how do our hotel leaders improve and innovate in meetings and events? Walters believes it’s learning from our peers and challenging your teams to innovate. We had the pleasure of speaking with some of his talented leaders within the Americas region and collected their best practices and program highlights.
Signature Experiences to Create Lasting Memories
Case Study: Waldorf Astoria Orlando and Signia by Hilton Orlando Bonnet Creek
Waldorf Astoria Orlando and Signia by Hilton Orlando Bonnet Creek are a group destination for leisure and business. Located in the iconic convention and travel destination of Orlando, Florida, the Bonnet Creek team is dedicated to delivering the best meeting and event experience in the area by leveraging all the property has to offer—from grand ballrooms to culinary activations in their destination restaurants. All in all, the complex at Signia by Hilton Orlando Bonnet Creek seeks to keep guests
Sean Riebau , Director of Food & Beverage and Baha Mataraci, Assistant Director Banquets
on-property and engaged. According to Sean Riebau, Director of Food & Beverage, a benefit of these activations is that “they showcase the ability of our F&B outlets, and guests may come back for an a la carte experience.” These interactive experiences are also featured in site visits, giving meeting planners a firsthand glimpse of the fun and excitement the hotel can deliver, which, as Riebau notes, “leads to more bookings of these experiences.”
Highlights of Signia by Hilton Orlando Bonnet Creek’s Banquet Program
1. La Colombe Coffee Bike Break
The hotel’s partnership with La Colombe coffee allows them to offer a fresh take on the typical coffee break. Their “La Colombe Coffee Bike,” loaded with cold brew and coffee accouterments, provides a memorable twist that surprises guests and breaks the monotony of standard meeting coffee setups. This fun and quirky activation is a guest favorite.
2. Boba Tea Breaks
Signia by Hilton Orlando Bonnet Creek also introduces unconventional beverage offerings like their Boba Tea Break. Boba tea, a cold, tea-based drink with tapioca pearls, provides an energetic and entertaining afternoon boost for event attendees. Meeting planners can choose from three flavors for guests to mix and match. This activation
has been executed for groups as large as 500, making it both scalable and engaging.
3. Interactive Cocktail Stations
Banquet bars at Signia by Hilton Orlando Bonnet Creek feature premium spirits, quality wines, and local beers, but the team doesn’t stop there. They offer interactive mixology experiences where guests can create their own signature cocktails— old-fashioneds, Moscow mules, spritzes, or even spirit-free mocktails. “Guests love these moments,” says Assistant Director of Banquets Baha Mataraci. “They make the event memorable and fun.”
4. Interactive Cooking Classes
Signia by Hilton Orlando Bonnet Creek is known for engaging culinary experiences like pizzamaking classes, perfect for VIP experiences, team-building or small group breakouts. Guests learn to craft their own pizzas with guidance from the talented culinary team at their signature restaurant, La Luce. Mataraci notes, “There’s a healthy air of competition—what toppings did you use, what shape is your pizza, and who made the best one?” This hands-on experience encourages camaraderie and provides a fun twist on team building. It also introduces guests to the hotel’s F&B offerings, often leading to a la carte dining bookings.
Sourcing Local and Elevating Expectations
Case Study: Hilton Columbus Downtown Todd Goodwin, Executive Chef, Banquets
At Hilton Columbus Downtown, Executive Chef Todd Goodwin has developed a reputation for his commitment to showcasing local ingredients, transforming the hotel’s banquet offerings into a true immersion of the region’s finest products. By partnering with local purveyors, Chef Goodwin ensures that each event highlights the best ingredients that Ohio has to offer, from farm-fresh produce to responsibly sourced proteins and grains, all while maintaining a high level of culinary creativity and excellence.
Through a combination of local sourcing, innovative culinary techniques and creative external activations, Hilton Columbus Downtown has positioned itself as a leader in banquet dining, delivering experiences that rival the area’s best restaurants. Chef Goodwin’s commitment to quality, sustainability and community engagement has supplanted Hilton Columbus Downtown as a leader in meetings and events within the Hilton portfolio.
1. Commitment to Local and Sustainable Sourcing
Chef Goodwin takes great pride in his team’s dedication to working with Ohio’s top purveyors, including Capital City Greens (Columbus), The Chef’s Garden (Huron), Hershburger Farms (Millersburg) and Gerber Farms (Sugarcreek). By incorporating these local products, the Hilton Columbus Downtown banquet program offers guests an authentic taste of Ohio while supporting
local farmers and sustainable practices
2. Restaurant-Quality Banquet Experiences
The banquets at Hilton Columbus Downtown rival the best restaurants in the region, delivering high-quality food, drink and service experiences. Chef Goodwin continuously challenges his team to “think outside the box” and showcase their culinary expertise beyond the confines of traditional banquet kitchens.
3. Off-Site Culinary Events
In May, Chef Goodwin and his team hosted an unforgettable event, the “Whole Hog Omakase,” at Ray Ray’s Supper Club, a renowned destination owned by James Beard Award-nominated Chef James Anderson. This exclusive, ticketed 10-course dinner featured local heritage pork prepared with Japanese techniques and ingredients, offering dishes such as miso-honey glazed pork belly, Japanese pickled vegetables and pork shoulder tsukune. The meal concluded with a refreshing green tea ice cream dessert. The event, coined by Chef Goodwin as “choice swine, fine wine and Japanese distillates,” demonstrated the creative prowess of the Hilton Columbus Downtown team while deepening the hotel’s connection with the local community.
4. Building Bonds with the Local Community By hosting events like the “Whole Hog Omakase,” Chef Goodwin has not only showcased his team’s talent but also built strong ties with Columbus’ dining scene. These efforts have cemented Hilton Columbus Downtown as a destination for top-tier banquet experiences, elevating the hotel’s reputation beyond the standard F&B offerings.
Highlights of Hilton Columbus Downtown’s Banquet Program
Leveraging History and a Beachfront Setting for Unforgettable Events
Case Study: Hotel del Coronado, Curio Collection by Hilton
At the historic Hotel del Coronado, Curio Collection by Hilton, the banquet team, led by Director of Banquets Jaime Huizar, uses the property’s iconic beachfront location and rich history to create personalized, innovative and memorable events. From team-building Beach Olympics to eerie ghost tours, the team consistently finds new ways to surprise and delight guests, making each event unique.
Jaime Huizar, Director of Banquets
By leveraging its rich history and beachfront location, Hotel del Coronado’s banquet team consistently delivers standout events that combine tradition with creativity. Huizar’s focus on collaboration and innovative ideas ensures that every guest leaves with memories as unique as the hotel itself.
Highlights of Hotel del Coronado’s Banquet Program
1. Collaboration and Creativity at the Core
The success of Hotel del Coronado, Curio Collection by Hilton’s events can be attributed to the team’s dedication to collaboration and creativity. Huizar emphasizes that each team member plays a crucial role in brainstorming fresh, exciting ideas for every event. By pooling their diverse perspectives in regular sessions, the team ensures that no two events are ever the same, resulting in memorable, one-of-a-kind experiences for guests.
2. Outdoor and Unconventional Activations
With the stunning beachfront as their playground, the hotel’s banquet and recreation team frequently collaborate to offer group activities like Olympic-style beach games. These activities allow guests to break away from the typical meeting environment and engage in friendly competition under the sun. Huizar explains, “We’ve seen all teams develop a strong sense of accomplishment and camaraderie through these activities,” making them a popular option for corporate groups and team-building events.
3. Wedding and Family Events
The hotel’s iconic history, architecture and location makes it a popular destination for wedding-related events, particularly rehearsal dinners. Hotel del Coronado offers the perfect setting for families to reconnect and celebrate special milestones together. The banquet team goes above and beyond to make each event deeply personal and meaningful, fostering a sense of community and building lasting bonds between guests and the hotel.
4. Ghost Tour and Bonfire Experiences
The hotel’s storied history, including the legend of Kate Morgan, the resident ghost, inspires many of the banquet team’s more unique activations. For example, during the month of October, the team leans into the hotel’s ghost tour activations by creating unique add-on events like a beachfront bonfire, complete with s’mores and specialty beverages. These creative activations bring the property’s history to life and offer guests an unforgettable, immersive experience that can’t be replicated elsewhere.
Celebrating Culinary Diversity Through Unique Activations
Case Study: Hilton Bogotá
At Hilton Bogotá, the culinary team continually seeks innovative ways to enhance the guest experience, particularly through exclusive events that feature renowned international chefs. These activations provide guests with unique menus crafted specifically for them, showcasing the rich diversity of the hotel’s culinary offerings while also generating excitement within the community. “We are always looking for opportunities to
Highlights of Hilton Bogotá’s Banquet Program
Adrian Gerboles , Executive Chef
facilitate these types of activations because they are exciting for both our team and the community, creating a buzz around our talent,” explains Executive Chef Adrian Gerboles
By prioritizing culinary diversity and cultural engagement, Hilton Bogotá successfully creates memorable dining experiences that resonate with guests and elevate the hotel’s reputation within the local and international community.
1. Cultural Celebrations
Hilton Bogotá hosts special events that celebrate local and international culture. For example, the hotel hosted special events in partnership with the Embassy of Argentina, including “El Bodegón” and “Malbec Days.” These events celebrated Argentine culture and wine, pairing local Colombian cuisine with traditional Argentinian fare. “At Hilton Bogotá, we can create a bridge between Bogotá and the world,” says Chef Gerboles, emphasizing the hotel’s role in fostering international culinary connections.
2. Unique Experiences for In-House Group Business
These culinary activations set Hilton Bogotá apart from nearby hotels by providing guests with unique dining options. The hotel often sees a high turnout from airline crews during these events, as the frequent in-house group is offered a chance to experience diverse dishes and flavors that are typically not found in standard hotel programs.
3. Exclusive Collaborations with Renowned Chefs
The hotel frequently invites distinguished international chefs to curate special menus for unique dining events. These collaborations not only elevate the culinary experience but also highlight the hotel’s commitment to diverse and high-quality cuisine, providing guests with memorable dining moments.
4. Authentic Colombian Brunch Programs
One of the hotel’s standout offerings is its Brunch program during Colombian holidays. For occasions like Mother’s Day, Father’s Day and Independence Day, the hotel showcases authentic Colombian dishes. “These brunches always sell out,” Gerboles states, highlighting their popularity. A standout dish from the inaugural brunch, “Sea and Land,” features seafood and chicken paired cooked with ‘guasca’—an herb renowned in Colombia—and coconut milk. Another beloved offering is the hotel’s version of Ajiaco, a traditional Bogotá dish that won second place in a city-wide culinary competition.
The Future of Banquet Operations
The common thread across all these examples is the emphasis on creativity, teamwork and delivering memorable experiences that reflect both the local culture and the evolving expectations of guests. Walters sums it up by saying, “The key to success in banquets and meetings is always the team. Their creativity, passion and understanding of the local market are what make these experiences truly special.”
As hotels continue to adapt to new guest expectations, banquet operations remain a dynamic and essential part of creating unforgettable moments. Whether through interactive dining, sourcing local ingredients or offering destination-specific experiences, today’s banquets are all about innovation,
personalization and creating connections that last well beyond the event itself.
For Walters, success in F&B comes down to what he calls the “Three B’s: Breakfast, Banquets and Bars.” “I tell my team all the time, it’s about the ‘Three B’s,’” he says. “We need to focus and succeed in those spaces to win.” These three key areas are not only essential to driving revenue but are also critical touchpoints for enhancing the guest experience. From the breakfast service that kicks off a guest’s day to the banquets that define events and the bars where guests wind down, each element must deliver excellence.
To learn more about best practices for activating meetings and events on property, visit the Hilton Lobby’s Brand Food & Beverage page.
↑ Hilton Bogotá
↑ The Valentine’s Day Tea at Ledoux, Waldorf Astoria Doha West Bay
Brand Stories are No Longer Enough It’s All About the Narrative
Storytelling has always been instrumental in the way we communicate, from folklore and fairytales to modern day branding and marketing. But what if the stories are no longer enough? In an era where everyone has a story to tell, cutting through the noise to create an impact is becoming increasingly important. And this is where the narrative comes in …
Article by Mica Martino
If a story is the chapters in a book, then the narrative is the author’s perspective. It’s how the story is told; where you hear a point of view; where you glean the tone and style. It’s where the deeper meaning of a story unfolds. It’s where you feel something.
But what does this mean in the world of hospitality?
Simply put, every guest touchpoint is an opportunity for the narrative to unfold— from the Team Member who can tell you every detail of the art featured on the walls to the choice of paper and font in a restaurant menu and the logo inspired by the local fauna embroidered onto a uniform top pocket to the provenance story behind the ingredients of a signature cocktail. It’s about the finer details that combine to evoke an overall vision—a framework that flows throughout the entire guest experience.
As we look to differentiate ourselves from our competitors, it’s our perspective and unique point of view that will ultimately engage and captivate an audience. Anyone can tell a story, but not everyone can connect with their audience,
make them feel something, inspire them or leave them with a sense of belonging.
Once there is a narrative, a narrator and a point of view, the brand experience can evolve and offer moments of real connection and unforgettable discovery.
Here are a few examples of building a narrative to inspire the journey.
5 Winning Ways to Build the Narrative
1. Be Memorable
Tapping into the senses creates a deeper, almost subliminal, connection with an audience, inspiring long-lasting loyalty. The taste of an exceptional flavor, the sight of an incredible view, the sound of music that takes you back to a treasured memory—taking a guest on a journey of sensory discovery will always pay off.
Take Conrad Abu Dhabi Etihad Towers and Conrad Dubai, whose hydroponic farms produce a daily supply of herbs and vegetables. Such a unique and delicately sensory sustainability narrative has been instrumental to forging a deeper connection with guests.
↑ Conrad Dubai’s hydroponic farm takes the sustainability narrative to the table. →
2. Weave a Golden Thread
Guests connect and engage through a well-crafted narrative founded on an emotional core—like a golden thread that weaves through every touchpoint, from interior design and music to color palettes and restaurant creations. Consistency of narrative anchors guests in the meaning and emotion of a brand.
Case in point: DoubleTree by Hilton Lagoa Azores, where restaurant Frondoso, rooftop bar Mistico, and wellness area Inala are separate spaces yet united by a golden thread—they each evoke the “Pulse of the Island” they inhabit. Case Study: Weaving a Narrative at DoubleTree by Hilton Lagoa Azores →
Case Study
Weaving a Narrative at DoubleTree by Hilton Lagoa Azores
StiR Creative Collective crafted three bespoke brands for DoubleTree by Hilton Lagoa Azores: Frondoso, the signature restaurant; Mistico, the vibrant rooftop bar; and Inala, StiR’s first wellness concept. The creative for all three outlets was drawn from one narrative: ‘Feeling the pulse of the island’, in honor of the natural beauty and energy of the Azores. Yet under this one story, three distinctive sub-narratives were formed to reflect differing guest profiles at each of the three destinations.
Frondoso, ‘a hidden gem of magical nature’, is reminiscent of the Azores’ lush wilderness, with its local produce from land and sea, and its emphasis on creating a sensorial experience through different textures, such as volcanic stone and vibrant indigenous flora.
↑ Frondoso Restaurant & Bar at DoubleTree Lagoa, The Azores
↑ The lush Azorean landscape and the hydrangea, a symbol for the islands, inspired the rich and grounded identity of Frondoso.
Brand Stories are No Longer Enough: It’s All About the Narrative
Mistico centers on ‘elevating the pulse and the spirit’, playing off its physical location as a rooftop bar but also honoring the characteristic Azorean mist, which lifts to reveal breathtaking natural landscapes.
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Inala focuses on ‘connecting with the rhythms, perfectly balanced’ by tapping into the volcanic landscape and rhythms of the earth through clean lines crafted from organic and natural materials, highlighting the eco and sustainable side of the island.
Inala connects with the rhythms of the island, a balanced and harmonious brand. →
Inspired by the same
landscape as Frondoso,
is upbeat and it reflects its unique position within the hotel as a rooftop bar with views.
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Mistico
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Golden Thread, Mistico is inspired by the Azorean idiosyncratic weather, ruled by a magical mist. This is
to the Wordmark, which fades into the background.
3. Create the Before, During and After
↑ Ledoux creates anticipation by creating an Instagrammable experience
An experience isn’t just about the moment itself. The narrative begins with anticipation and lasts long into the aftermath, creating a desire to return and repeat.
At Waldorf Astoria Doha West Bay, Pâtisserie Ledoux builds anticipation with chic illustrations of its imaginary Parisian
patisserie via Instagram—one of the best and most efficient ways to open a narrative. The experience doesn’t end with the last bite of high tea either; guests can take home pastries from the Cake Boutique, beautifully packaged in keepsake boxes decorated with the same trademark illustrations.
↑ Smile in the mind moments are essential to a good narrative
3. Create the Before, During and After (cont.)
↑ The branding is impactful and conveys the story perfectly well
4. Stand Out
↑ Uniforms for Dō Deli have been considered from all perspectives. The story behind and details that evoke a sense of craft and quality, just like the food experience.
↑ Color and materiality transmit the Scandinavianinspired theme.
Visual identity and design translate the tone and style of a brand. Like the front cover of a book, they tell a story without having to utter a word. Be bold and consistent— use branding to convey a mood, a message, a style ... and voilà! A lasting impression and an emotional connection will be made.
↑ Embroidered logos evoke quality and a handmade feel, essential in the Dō concept.
Take Dō Deli, the all-day bar and restaurant inspired by European scratch bakeries at DoubleTree by Hilton Sheffield City. The design, feel, and Scandinavian-style uniforms (managers wear navy chore coats and khaki chinos and servers wear crispy, white, logo-embroidered cotton aprons) represent the wider culinary narrative.
5.
Own It
↑ At Muses Restaurant & Bar, the narrative is alive in every detail
Good narratives need a point of view. It’s what takes the experience from the transactional to the transformative. If guests feel part of a world that aligns with them and their values, they’ll feel truly at home.
Muses Restaurant & Bar at Hilton Paris La Defense is a deliberately thought-
provoking experience. Through the tastes and experiences assembled by the chef, sommelier and mixologist, the stories of inspirational female muses are shared as a reminder that we, too, can be our own muses.
Case Study: Boldness of Vision at Muses Restaurant & Bar, Hilton Paris La Defense →
Case Study
Boldness of Vision at Muses Restaurant & Bar, Hilton Paris La Defense
↑ Collaboration with pâtissière Nina Métayer has been instrumental to the concept.
No stone is left unturned in the brand narrative that weaves through Parisian restaurant Muses, a stylish and chic celebration of 1960’s Paris and the lives, loves, travels and accomplishments of nine trailblazing women who inhabited it, from Jean Seberg to Josephine Baker. The wine menu tells tales of talented female makers; cocktails are served in nostalgic glassware; menus are peppered with whimsical illustrations, and the decor is a blurring of the romantic and the contemporary. Such is the power, boldness and consistency of the narrative that it creates a joyful and thought-provoking experience for all those who step through its doors.
↑ The women who inspired Muses concept are present in the brand collateral, from menus to coasters
↑ Song Bar
From Street to Sky Dining at Hilton Saigon
At Hilton Saigon, dining is a rich experience where each venue offers guests more than just a meal it’s an invitation to explore Vietnam’s vibrant food culture and traditions. With four distinct restaurants and bars, the hotel creates a journey that blends local traditions with international tastes, delivering a unique and memorable encounter for every guest. Each outlet is thoughtfully designed to reflect both the heritage and modern energy of Ho Chi Minh City, offering an immersive dining experience that goes beyond the ordinary.
Article by Marie McAllister
Interiors by AvroKo
Me Linh Lounge
Situated at the heart of the hotel, Me Linh Lounge is a welcoming sanctuary that blends the energy of the city with the hotel’s sophisticated yet comfortable ambiance. This vibrant lounge captures the spirit of Ho Chi Minh City’s café culture, offering a curated selection of freshly-baked pastries, light snacks and artisanal refreshments. Whether stopping by for a morning coffee or a mid-afternoon treat, guests can indulge in delightful bites while soaking in the view of the bustling streets beyond the windows. Me Linh Lounge is more than just a lobby café— it serves as the perfect spot to relax, meet with friends or colleagues and enjoy the lively atmosphere of the city without leaving the comfort of the hotel. The name pays homage to the city square that sits in front of the hotel. The location of the lounge provides guests with an unblocked view of the river.
From Street to Sky: Dining at Hilton Saigon
The Strand
The Strand is Hilton Saigon’s all-day restaurant and bar, where local Vietnamese flavors harmoniously blend with international cuisine. Embodying the art of gathering over food, The Strand offers a dining experience that celebrates the rich diversity of flavors, cultures and culinary traditions. As you enter the restaurant, a beautiful bar welcomes guests. The restaurant’s design reflects its global and local influences, with two distinct kitchens—one focused on Vietnamese fare and the other on Western cuisine—working together to create an unforgettable dining experience. With a focus on fresh, seasonal ingredients, The Strand showcases the best of both worlds, allowing guests to savor authentic local dishes as well as comforting international favorites.
From Street to Sky: Dining at Hilton Saigon
Residence Eleven
The name Residence Eleven is inspired by the concept story where Song, a Vietnamese-Chinese woman who lived her life in China came home to Vietnam and shared her travel stories through cuisine at her home, located on level 11, hence the name Residence Eleven. She would invite guests to her home daily and those who lingered would then continue to her bar connected to the restaurant via a beautiful staircase. Song, also refers to the name of the river in front of the hotel. A dining venue inspired by Song’s travel across China, Residence Eleven is not just a restaurant—it’s a destination within the hotel, where diners are transported to an elegant setting reminiscent of Shanghai heritage homes. The sleek, modern interpretation of classic Chinese architecture sets the stage for an upscale dining experience. At the heart of the restaurant is a striking duck oven where guests can experience the chef preparing the signature restaurant’s Peking Duck. From the dining room, guests can also enjoy views of the kitchen which adds a theatrical element, allowing them to witness the culinary craftsmanship behind each dish. Featuring premium ingredients and a menu that evolves with the seasons, Residence Eleven delivers a refined take on Cantonese cuisine, offering an elevated dining experience for those looking to immerse themselves in the rich flavors of the region.
From Street to Sky: Dining at Hilton Saigon
Song Bar
For guests seeking a more upscale setting, Song Bar is Hilton Saigon’s crown jewel. The rooftop bar offers panoramic views of the Saigon River and the city’s glittering skyline. With its chic and modern design, Song Bar is the perfect place to unwind with friends or colleagues over light bites and signature cocktails. Live entertainment and carefully crafted menus add to the appeal, making Song Bar an ideal venue for both intimate gatherings and larger social events. As day turns to night, Song Bar transforms into a hub of activity, where guests can relax, socialize and take in the breathtaking views of Ho Chi Minh City’s skyline, all while enjoying the finest in food and drink. A key design piece of Song Bar is the bar back, built like an armoire to house the trinkets Song had collected from her journey across China.
From Street to Sky: Dining at Hilton Saigon
What truly sets Hilton Saigon’s dining outlets apart is the seamless integration of Vietnamese heritage with international standards of luxury.
Each venue offers a distinct experience, from the laid-back elegance of Me Linh Lounge to the upscale refinement of Residence Eleven, all while honoring the rich culinary traditions of Vietnam. The hotel’s culinary team has expertly curated menus that reflect the local culture and the global influences that define modern Ho Chi Minh City.
Whether guests are visiting for business, leisure or a special celebration, dining venues at Hilton Saigon offer more than just a meal—they offer a journey through flavors, cultures and experiences. From casual bites and artisanal refreshments to sophisticated multi-course dinners and lively rooftop gatherings, the hotel’s food and beverage offerings are designed to cater to every occasion, ensuring that each guest leaves with lasting memories of their time at Hilton Saigon.
↑ Sustainability in food and beverage is at the fore at Waldorf Astoria Seychelles Platte Island
Cultivating Change Stories of Sustainability
Consider the humble banana peel—often overlooked for the fruit inside and discarded without a thought. However, when you consider that around 3.5 million tons of banana peels end up in a landfill each year, it makes you wonder whether your next banana could somehow instead benefit the environment. What if all the food scraps we discard could help others in meaningful ways? At Hilton, we’re doing just that. With new environmental and sustainability partnerships and concepts, hotels are not just reducing waste, they’re transforming it into a force for good. Dive into these inspiring stories and discover how small changes lead to monumental impact.
Article by Dylan Kraemer, Brand F&B Summer Intern 2024
Special Thanks: Hannah Davies, Senior Director of Brand F&B Development EMEA; Jean Garris Hand, VP Global ESG; Nancy Prowda , Senior Director of ESG Engagement; Harry Crispin, Senior Manager of ESG EMEA; Christina West , Manager Operations Integration & Support AMER; Lesley Ryan, Senior Manager of ESG AMER; Melissa Chong , Senior Manager of ESG APAC; Caitlyn Duffy, Senior Analyst of ESG AMER
Integrating Innovation into Recycling Efforts
As the holiday season of 2023 approached, Hilton Dallas Lincoln Centre buzzed with festive preparations. Amid the lively atmosphere, Adam Gollub, General Manager, noticed a growing trend—clients were increasingly inquiring about the hotel’s sustainability initiatives. Seizing the opportunity to stand out, Gollub took decisive action and forged a partnership with Denali, a specialized food waste management company, to reduce food waste through composting and, in turn, tap into a new market for meetings and events. By implementing Denali to reduce food waste, this initiative not only enhanced daily operations but also boosted team morale.
“Everyone wants to know that they are making a difference,” Gollub said. His culinary staff felt a renewed sense of pride and excitement about their positive environmental impact, while his sales team highlighted the unique Zero Food Waste Green Event Program to attract customers seeking sustainable partners.
Denali’s program offers certification and data tracking, enabling hotels to host events with sustainable practices. Beyond food waste, Denali manages waste streams including plastic and metal beverage containers, plastic film, cardboard and paper items. Aligned with Hilton’s Meet with Purpose initiative, this program provides an additional avenue for hotels to incorporate sustainable practices into their daily operations.
In the heart of San Diego, Hotel del Coronado, Curio Collection by Hilton, took action to transform surplus food into a community resource. By partnering with Copia, a cutting-edge service that helps empower hotels to distribute surplus food with ease, Hotel del Coronado is able to effortlessly distribute food to people in need. With a fridge to load surplus food and the Copia app to schedule pickups, the food and beverage team has made a significant impact of 526 meals donated, aligning perfectly with their hotel’s mission of helping the city. Tipi Vyrasith, Director of Food & Beverage, shared, “What we are really proud of was to be able to give back to San Diego.”
Vyrasith highlighted that one of the best parts about Copia is seeing the real-time impact it has with community nonprofits. The transparency offered by Copia allows them to track the organization receiving their food, the quantity of the donation and specific food items donated. This brings a tangible sense of reality to the team and instills a sense of pride, knowing they are making a significant contribution to their community.
Copia Donations, December 2023 – June 2024
Donation Source & Contents
San Diego Youth Foundation
Pasta, Cheese, Deli Meat, Vegetables, Desserts
Hugs & Bags
Meat, Poultry, Grains, Bread
Veterans Village
Pasta, Grains, Vegetables
St. Vincent De Paul Village /
Father Joe’s Village Grains, Meat, Vegetables, Pasta
Alpha Project for the Homeless
Vegetables, Meat, Pasta, Seafood, Poultry, Grains
Gallons of Water
Bound by Nature
Mapping Local and Seasonal Produce
Inspired by the seasonal cycle and local heritage, OXBO at Hilton Vienna is an eco-conscious restaurant and bar brand that embodies local sourcing under the banner Bound by Nature. OXBO is grounded in a promise of carefully sourced seasonal ingredients and lovingly crafted menus. This dedication is rooted in honesty, ensuring full traceability to the origins of each ingredient including farms, fields, seas and communities involved in the rearing of animals and the cultivation of delicious produce.
OXBO combines respect for land and sea with a celebration of togetherness and invites customers to experience the heart and soul of authentic food in a warm and relaxed sociable atmosphere, evoking the feeling of home.
To demonstrate the local sourcing approach, all partners and suppliers are carefully mapped and proudly displayed. This food provenance map for the OXBO at Hilton Vienna Waterfront showcases twelve partners and their native Austrian ingredients. At OXBO, the team finds every opportunity to honor quality produce, serve authentic flavors and celebrate each of the seasons.
Cultivating Change: Stories of Sustainability
Collaborative Efforts for a Sustainable Future
Reflect on the impact in the Americas by Hilton Dallas Lincoln Center or at the Hotel del Coronado, Curio Collection by Hilton, in San Diego with Copia, all in under a year. Since 2008, Hilton set out to reduce landfill contributions by 50% by 2030, and by the end of 2023 has already achieved a staggering 63.7% reduction. Innovative concepts, like OXBO at Hilton Vienna, will continue to push the boundaries of sustainable and local sourcing across the supply chain, providing thoughtfully crafted menus that celebrate a deep-rooted respect for nature and the planet.
As Hilton continues to innovate and lead the industry toward a greener future, we invite travelers to join us in making ecoconscious choices. Together, we can ensure a positive impact on our planet for generations to come.
← ↑ The daily harvests from the garden at Moulin at Waldorf Astoria Seychelles Platte Island inspires the menu, each dish crafted to showcase nature’s bounty
