E
ven when two people don’t speak the same language, they often find common ground over good food. The act of sharing a meal is a universal language, and in an era where travelers are increasingly seeking authentic and immersive experiences, “slow food” has emerged as a powerful vehicle for cultural exploration and connection.
By definition, slow food is more of a concept than anything else — a movement that advocates for the enjoyment of traditional and locally sourced foods, emphasizing sustainable practices and the preservation of regional food cultures. It promotes a more thoughtful, deliberate approach to eating, in stark contrast with the fast-food industry’s focus on convenience and speed.
For travelers who label themselves as foodies, a destination’s local cuisine and dining experiences can be the No. 1 reason they choose to visit. Food travelers typically are younger, (around 70% are millennials and Gen Z), more affluent, and more likely to spend. They’re also heavily involved in social media, both for seeking travel recommendations and posting about their experiences online.
For hotels and destinations, leveraging their area’s food history, traditions, and expertise can be a game-changer in not only engaging current foodies but even creating new ones. Capitalizing on this tourism trend is also a way to offer unique experiences that stand apart from the competition.
Slow Food Strategies for Hotels and DMOs
For travelers experiencing a location’s culinary heritage — its local ingredients, traditional recipes, and unique cooking techniques — it’s a first-hand way to gain a deeper understanding of the place they are visiting, making their journey more meaningful and memorable.
Destinations with rich food histories should invest in crafting experiences that showcase their culinary uniqueness. A loving focus on food not only enriches the travel experience but also encourages longer stays and repeat visits. Here are just a few ideas to inspire you:
Create Authentic Culinary Experiences
One of the most effective ways to leverage food history is by offering hands-on culinary experiences. Collaborate with local chefs and food experts to design cooking classes, food tours, and tasting events that highlight regional specialties. To enhance the experience further, bring them right into your hotel’s kitchen for a VIP glimpse behind the scenes.
For properties that may not have on-site restaurants, a good alternative strategy is to curate on-site food festivals or markets that celebrate local cuisine. These events can draw both locals and tourists, creating a vibrant atmosphere that showcases your area’s food culture.
Integrate Local Flavors Into the Hotel Experience
Incorporating local flavors into your dining options can not only elevate your guest experience but also help you compete in a crowded market. This strategy can include using locally sourced ingredients in restaurant menus, offering signature dishes that reflect the area’s culinary heritage, or even designing themed dining experiences around local food festivals or traditions.
For example, the historic Wentworth by the Sea Hotel & Spa in Portsmouth, New Hampshire, leaned into regional flavors and historic plates for their 150th-anniversary reception menu. The property team gathered inspiration from turn-of-the-20th-century menus at the hotel, boasting fresh twists on Gilded Age classics. Offerings like this not only provide guests with a taste of the regional cuisine but also foster a deeper connection to the destination.
Collaborate With Local Food Artisans
Partnerships are often win-win-win for everyone involved — whether they take the form of featuring local wines and cheeses in the hotel’s restaurant or organizing joint events with local bakers, farmers, and producers.
Food-based partnerships offer travelers a chance to sample and learn about artisanal products that might not be available elsewhere. Local partnerships (especially when you change them up several times a year) could not only drive more sales for the local artisans but repeat bookings at your property for guests who are yearning for more.
Promote Food History Through Storytelling
Storytelling is a powerful tool in marketing, and it can be particularly effective when it comes to food history. Hotels and destinations should highlight the stories behind their culinary offerings — whether it’s the history of a traditional recipe, the origins of a local dish, or the background of a renowned local chef.
These stories can be shared through various channels, including hotel websites, social media, and in-room materials. This type of elegant storytelling is also effective in promoting a property as a high-end, exclusive destination for discerning travelers.
Guide Visitors to Culinary Trails and Food Tours
Creating culinary trails and food tours — or partnering with existing food routes — is an excellent way to guide travelers through a destination’s history. These tours can be self-guided or organized by local tour operators and can include visits to historical eateries, food markets, and specialty shops.
A destination known for its street food might organize food tours that highlight the best local vendors and their unique offerings.
Want more inspiration for culinary tours that will excite travelers? Check out this guide to 13 unique food trails in the U.S. — from a New Jersey pizza trail to an exploration of oysters across North Carolina.
Leverage Food-Based Wellness Trends
Wellness tourism is on the rise, and incorporating food into wellness experiences can be a compelling draw for health-conscious travelers. Hotels can offer programs that focus on the health benefits of local ingredients, such as farm-to-table dining experiences, cooking classes focused on healthy eating, or spa treatments that use local food products.
For instance, a hotel in a coastal area might offer seafood-based wellness packages that highlight the health benefits of fresh fish and sea vegetables, while an inland destination could promote the benefits of local herbs and organic produce.
At The Woodstock Inn & Resort in Vermont, this takes the form of a four-course Red Barn Dinner series, leaning on local ingredients from the Kelly Way Gardens. (Read about this culinary experience on page 20 of the Hawthorn Creative-produced magazine.)
How to Measure Success
Although some of these strategies may be intangible and difficult to measure, tactics like gathering feedback from guests, monitoring social media mentions, and tracking booking trends can provide valuable insights into what works and what needs adjustment.
It’s also important to remain flexible and adapt to changing trends and preferences. As culinary tourism continues to evolve, staying attuned to emerging food trends and evolving traveler expectations will help maintain a competitive edge and keep offerings fresh and relevant.
At Hawthorn Creative, a team of experts can help you craft the perfect culinary marketing strategy for your destination. If you’re ready to get started, let’s talk.