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B&B Packages Need To Evolve In The Face Of Intermittent Fasting

By Larry and Adam Mogelonsky | September 21, 2022

Bed and breakfast packages are the bread and butter for numerous properties around the world. Right now, they are a fantastic form of revenue and guest satisfaction, but there are two sweeping cultural changes that hotels will need to address in the decade ahead.

  1. The increasing awareness of the health benefits of intermittent fasting (IF) and reducing refined sugar products in the diet, for which breakfast is often the most condemned meal of the day because of its tendency towards simple carbs as well as it not fitting within most IF lifestyles.
  2. The grand shift of total traveler numbers from boomers and Gen Xers to millennials and centennials, with the latter camp increasingly health-conscious and incorporating newer trends like ketogenic dieting (no carbs), dairy-free, gluten-free or IF.

What’s a hotel to do in a decade’s time when their B&B offers are met with pure apathy by Gen Y and Gen Z customers? Better start planning for this future!

The prospects of going against the 20th Century gospel of ‘three square meals per day’ or the well-marketed myth that ‘snacking boosts the metabolism’ may seem like anathema to those raised on a decades-long routine of breakfast, lunch and dinner. Actually if you look at the history, people in the 19th Century and earlier never used to eat three square meals regularly nor have time to snack. Eating is identity, though, and some people here in 2022 may refuse to consider the evidence in favor of reducing the number of meals per day simply because changing one’s habits is admission of being wrong.

If you find yourself in this camp, a quick Google search on intermittent fasting will yield mountains of scientific papers and heaps more guidelines on how to incorporate it into your lifestyle. As we say to summarize all the biochemical processes, “You can’t fix a car with the engine on.”

Where this comes to a head is that there will be an increasing number of potential guests for which your B&B promotion or any other breakfast-incorporating package will fall on deaf ears. Moreover, you’ll start to get counteroffers where people will try to convert the breakfast component into a voucher that can apply to lunch or dinner. This would be hard to manage one-to-one in a labor crunch.

Right now, it’s all about flexibility. Breakfast is still meaningful, but there will be an inflection point some time within the next two decades where it no longer is. Part of our work as strategic planning consultants is to work with hotel owners to develop plans for this scenario.

Your B&B package needs a plan for this macro-trend. Behind it, you need software that can accommodate vouchers for any mealtime instead of only the morning. And behind that software, you need data to indicate how your guests’ behavior around breakfast is changing. How are ordering patterns changing in response to the trends around cutting dairy, wheat and simple sugars like artificial maple syrup or jams? How can you measure whether someone is on an IF diet so that you can personalize future offers?

These are big questions and perhaps too much for the current revenge travel summer. Indeed, just chew on it for later consideration or, actually, fast on it.

Larry and Adam Mogelonsky

Together, Adam and Larry Mogelonsky represent one of the world’s most published writing teams in hospitality, with over a decade’s worth of material online. As the partners of Hotel Mogel Consulting Ltd., a Toronto-based consulting practice, Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing. Their experience encompasses properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Their work includes seven books: “In Vino Veritas: A Guide for Hoteliers and Restaurateurs to Sell More Wine” (2022), “More Hotel Mogel” (2020), “The Hotel Mogel” (2018), “The Llama is Inn” (2017), “Hotel Llama” (2015), “Llamas Rule” (2013) and “Are You an Ostrich or a Llama?” (2012). You can reach them at adam@hotelmogel.com to discuss hotel business challenges or to book speaking engagements.

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