Hospitality Industry Trends to Look Out For in 2024

The hospitality industry and guests’ preferences are always evolving—what was once a ‘must-have’ quickly becomes a ‘has been.’ The trick to being successful in this space is to keep up with the latest trends. Luckily, we’ve got you covered.

Today we’re breaking down some of the top trends that are sure to make a splash in 2024. From water tastings to cacao pulp-infused pastries, here are the trends our team at The Chef Agency has spotted from the hospitality businesses we partner with that you can expect to see on the rise across restaurants and hotels next year.

1. The Rise of Chef&B Roles Hotel restaurants usually have two distinct positions overseeing front-end operations and culinary, but that’s quickly changing with the rise of Chef&B roles. This job combines the kitchen skill set of an Executive Chef with the operational expertise of a Director of Food & Beverage (F&B). The result? A streamlined business operation that reduces salary costs and produces a more cohesive dining experience through one singular role. If you hire a Chef&B to run all aspects of the hotel’s food and beverage operation, they’re able to curate and implement menu offerings that factor in guest preferences, shifting costs, and industry trends.
2. Zero-Proof Beverage Menus Sure you may have the hottest cocktail menu in town, but do you have a water sommelier offering water tastings? More and more fine dining restaurants across the country are adding a variety of water selections (not just still or sparkling) to their menus for guests to sample and enjoy different waters from around the world. Whether it’s an a la carte option or a flight of waters, you can expect to see this menu offering at more upscale restaurants as you dine out in 2024. Besides water, restaurants are also crafting higher quality mocktails. It used to be enough to just add a splash of ginger beer to a glass of lemonade or pineapple and call it a day. But now, in the age of TikTok and Instagram, restaurants are going above and beyond to concoct an intricately well-balanced (and picture-worthy) non-alcoholic drink selection for their menus.
3. Cacao Pulp as a Key Ingredient Don’t be surprised when you see an uptick in cacao-infused treats in 2024. Recently, cacao pulp (the fleshy substance that surrounds cacao beans) has become a culinary staple in kitchens across the world. From smoothies to ice creams and even alcoholic drinks, using the sweet pulp adds a citrusy and distinguishable taste. Now, it’s a popular ingredient to mix into desserts and other sweet confections, too. Chefs and even chocolate companies are using it to naturally sweeten their chocolate and make a variety of jams and jellies. The best part? It’s a great sugar alternative. While the sweet pulp does contain some natural sugar, it’s also rich in nutrients and antioxidants.
4. Restaurant-Quality Coffee Shop Menus In the past, people would usually just get their coffee on-the-go – before work, in between meetings, or for a quick break. Now, we’re living in the era of remote work. People not only go for the coffee, but they stay for hours to work in a quiet and cozy space.

In order to accommodate this growing remote workforce, coffee shops have quickly revamped their menus to not just include your favorite cup of joe, but also a wider range of restaurant-quality food items to offer satisfying breakfast and lunch options that’ll bring in new customers. Think hearty breakfast plates, handcrafted sandwiches, substantive bowls instead of wimpy salads, and artisanal pastries.

As we head into the New Year, think about how you can incorporate these growing trends into your hospitality business. Adapting to customers’ evolving demands and desires will ensure you’re setting the standard for an excellent hospitality experience and future-proofing your business.