Once regarded as a secondary revenue stream, food and beverage (F&B) operations now contribute significantly to hotel revenues, accounting for 35 percent to 50 percent of the total income. This growing importance is fueled by innovative concepts such as specialty dining and expansive banqueting services, coupled with a cultural shift towards dining out more frequently. With the Indian hotel industry projected to grow at an annual rate of 9 to 11 percent through FY25, driven by robust domestic and international travel demand, F&B is poised to play a transformative role in shaping the industry's future.
“F&B is no longer just an amenity; it is a cornerstone of revenue generation in hotels," explains Deepraj Vanju, Food & Beverage Manager at Courtyard by Marriott Mahabaleshwar. "At our property, we’ve redefined F&B experiences by crafting unique culinary journeys. Initiatives like The Berry Library, which celebrates local produce, or immersive dining concepts like Moonlight Dining and Quarter Deck Sundowners, have not only enhanced guest satisfaction but also significantly boosted footfalls and revenue. With strategic pricing, seasonal promotions, and a focus on experiential dining, F&B has emerged as a key driver of incremental revenue and guest loyalty.”
To capitalize on this momentum, hotels are reimagining their F&B strategies by emphasizing innovation, technology, and sustainability. Specialty dining experiences are at the forefront of this transformation, with themed restaurants, regional cuisines, and curated culinary concepts designed to attract both in-house guests and local patrons. Rooftop dining, menus showcasing locally sourced artisanal ingredients, and exclusive culinary experiences are becoming defining features of modern F&B offerings. However, challenges remain, as Michael Grove, COO at HotStats, highlights: “F&B is out of sync. Guests are spending more on room rates, wellness, spas, and leisure activities, but not enough in food and beverage outlets to offset cost increases.”
Aligning F&B offerings with local market demands is critical to enhancing profitability. Developing concepts that resonate with the local community not only draws external patrons but also increases footfall and revenue. Across India, hotels are leveraging local produce and culinary traditions to create distinct dining experiences. For example, Leisure Hotels Group celebrates Kumaoni cuisine by crafting dishes such as aloo gutka bruschetta with bhang ki chutney and Kumaoni cheese platters in Uttarakhand. Similarly, Novotel Goa Candolim integrates local ingredients like kokum, star fruit, and jamun into its cocktails and dishes, showcasing how regional flavors can redefine culinary experiences. At Courtyard by Marriott Mahabaleshwar, F&B contributes approximately 35 percent of the overall revenue, driven by a balanced mix of resident guests, walk-ins, and MICE events. Initiatives like curated celebrations, destination dining, and strategic marketing partnerships have played a pivotal role in achieving this success.
Technology has emerged as a key enabler in transforming F&B operations. Innovations such as QR-based menus, contactless payments, and AI-powered customer service have enhanced operational efficiency and guest convenience. Sustainability is another cornerstone of modern F&B strategies, with hotels adopting eco-friendly practices like reducing food waste, sourcing locally, and using energy-efficient technologies to cater to the growing demand for environmentally conscious dining options.
The future of F&B in Indian hotels looks exceptionally promising. A resurgence in leisure and business travel, coupled with increasing foreign tourist arrivals, is driving higher occupancy rates and boosting demand for diverse dining options. Major hotel chains are recognizing this potential, with significant investments to expand their F&B portfolios. For instance, Indian Hotels Co. Ltd (IHCL), the parent company of Taj Hotels, has announced a ₹50 billion investment plan to double its hotel count and strengthen its culinary offerings. Moreover, evolving consumer preferences for experiential dining, health-focused menus, and authentic flavors are prompting hotels to continuously innovate and adapt their F&B services to meet these expectations.
Radisson Hotel Group is expanding its innovative F&B portfolio in India with the rollout of Meetha by Radisson, an artisanal mithai (sweets) offering conceptualized by celebrity chef Rakesh Sethi. The group is also set to introduce its global culinary concepts, including Balaustine and ISSEI. Balaustine showcases the rich and diverse flavors of the Barbary Coast, Levant, and neighboring Middle Eastern regions, while ISSEI specializes in Nikkei cuisine, an intriguing fusion of Japanese and Peruvian culinary traditions. Popular dining brands like The Great Kabab Factory, Ni Hao, and My South are also preparing to expand to new locations, reflecting the group’s commitment to diverse and high-quality dining experiences.
As F&B continues to revolutionize the Indian hospitality landscape, it has evolved from a supplementary service into a critical growth driver and differentiator. The shift from traditional all-day dining to innovative, vibrant concepts is not only enhancing guest experiences but also solidifying F&B’s role as a vital revenue stream. By embracing cutting-edge technology, sustainability, and creative culinary approaches, Indian hotels are setting new benchmarks in hospitality, ensuring their F&B offerings remain a compelling draw for both local and international audiences.
Dining etiquette has undergone significant changes throughout history, reflecting shifts in societal values, cultural norms, and technological advancements. What was once governed by formality and ritual has transitioned into a more inclusive, intuitive, mindful, and experiential driven shaped by global influences, guest awareness, and a renewed focus on wellness and sustainability. Almost every restaurant in India follows the dining etiquette. Let’s see how it has evolved over the years.
The Evolution
Dining today is more relaxed and global, emphasizing simplicity, fresh ingredients, and visual appeal. Globalization has significantly influenced dining etiquette, introducing new cuisines, utensils, and dining styles. Chef Johnson Ebenezer, Co-Founder of Farmlore highlighted that with the increased cultural exchange, people are more likely to encounter and adopt different customs, leading to a more diverse and dynamic dining landscape.
Today’s diners navigate sushi and Indian thalis with equal ease, reflecting a cultural fusion that brings flexibility, respect, and diversity to dining habits and etiquette.
Chef Amit Dash, Cluster Executive Chef, The Westin Gurgaon, New Delhi & The Westin Sohna Resort & Spa said, “At our properties, we celebrate this openness by curating menus and experiences that blend global sensibilities with local authenticity. Whether it’s an Asian tasting menu at EEST or a plant-forward Indian innovation at Sunset Story, the intent is always to offer more than a meal, an immersive, borderless culinary narrative. We embrace this global palate while staying rooted in local ingredients and stories, creating what I like to call “a cuisine of conversation.”
Refining Dining
The move toward formal dining took root in the post-colonial era, as fine dining became a symbol of refinement and status. In India, this shift was significantly influenced by European traditions, multi-course meals, wine pairings, and cutlery codes entered elite households and hotel dining rooms alike.
Expressing his views, Chef Nisarg Chavan, Executive Chef, Novotel & Ibis Chennai OMR said, “What we have seen is people prefer informal and formal dining both. But there is a rise of informal dining setup. As restaurants and hotels are evolving, various cuisines are being served by us because of which the table manners, cutlery, etiquette.”
Guests now prefer relaxed, more open settings with shared plates and easy-to-eat finger foods, reflecting a shift towards informality and connection.
“At The Westin Gurgaon and The Westin Sohna Resort & Spa, we embrace this tradition with a modern perspective, one that prioritises personalisation, ease, elegance, and personal comfort without losing the sophistication of formal service,” commented Dash.
Suranjit Sengupta, Corporate Director - F&B, Sarovar Hotels said, “Modern trends are driven by technology and health consciousness—petit chef projections and sustainable sourcing enhance the experience, while wellness-focused, personalized menus are increasingly in demand. Fusion cuisine is on the rise, and guests actively seek exotic ingredients like quinoa and avocado, often with an Indian twist.”
Sustainability and Ethical Dining
As consumers become more environmentally conscious, sustainability and ethics are playing a larger role in dining etiquette. Chef Johnson shared, “This includes eco-friendly practices wherein reducing food waste, using locally sourced ingredients, and choosing sustainable seafood options are important. Cultural Sensitivity where being respectful of cultural differences and traditions when dining. Social responsibilities were supporting fair trade practices and promoting social justice through food choices are on rise.”
Ethical dining is now mainstream, with guests expecting transparency on ingredient sourcing, carbon footprint, and health benefits.
“This aligns beautifully with Westin’s “Eat Well” pillar, which emphasizes nutritious, responsibly sourced meals. We champion seasonal produce, minimize food waste, and support local farms without compromising indulgence,” added Dash.
As we move forward, dining etiquette will continue to evolve. Some potential trends to focus are increased focus on sustainability, technology integration and cultural exchange.
Plant-forward dining is a culinary style that places plant-based ingredients at the heart of the meal. We have seen a huge shift in choices in both commercial and home kitchens where vegetables, grains, legumes, and plant-based proteins are taking center stage. It's no longer just about replacing meat but about celebrating the natural, diverse flavors that vegetables get along with them.
Around 30% of restaurants in India are focused on plant-forward dining. Due to the rising demand, 50% of the restaurants have vegan, keto and plant-based menu. The key characteristics of plant-forward dining include plant first, health-driven, focus on local ingredients or sustainability. The market is projected to reach USD 3.82 billion by 2033.
What’s the Fad
“The beauty of plant-forward dining is in its versatility. More than just a food movement, it’s becoming part of a larger lifestyle shift towards clean and mindful eating practices,” shared Chef Sarfaraz, Executive Chef, Tresind Mumbai.
Plant-forward dining goes beyond traditional vegetarianism by emphasizing the quality, creativity, and sustainability of plant-based ingredients:
• Mindfulness: It’s about thoughtfully sourcing and preparing seasonal, local, and organic ingredients to showcase natural flavors.
• Culinary Creativity: Chefs are innovating with techniques like fermentation, smoking, and molecular gastronomy to create plant-based dishes that rival traditional offerings in complexity and nutritional-appeal
• Inclusivity: Rather than excluding certain diets, plant-forward menus often provide a flexible approach, making them appealing to omnivores, vegetarians, and vegans alike.
“The approach is to showcase the colours, flavours, textures, and diversity of plant ingredients, showcasing them as the star of the plate rather than mere accompaniments,” mentioned Rohit Dadlani, Co-Founder of Pause.
What’s Challenging
Convincing people that plant-forward dining can be indulgent, flavorful, and satisfying can be a deterrent due to preconceived notions of "vegetarian" or "vegan" food being bland, boring, preachy or restrictive.
“High-quality, sustainably sourced plant-based ingredients can be a tad expensive or may not be universally available. In regions where meat is deeply embedded in culinary traditions, plant-forward dining may face slower acceptance,” added Dadlani.
Commenting on the same Chef Sarfaraz, pointed, “We've always pushed the boundaries of innovation while respecting the essence of flavors, and incorporating plant-based ingredients into our menus has been a journey of both discovery and challenge.”
He also added that the challenges are sourcing of produce, consistency in product, nutritionally balancing the menu.
Training is Essential
More detail-oriented workshops for chefs should be conducted for better understanding regarding the sourcing. Sustainability isn’t a trend — it’s a responsibility.
Chef Anshul Dhyani, Executive Chef, ITC Grand Central, Mumbai said, “I believe in working with the seasons and sourcing locally whenever possible. Not only does this reduce our environmental footprint, but it also results in fresher, more flavourful produce on the plate. Supporting local farmers and producers is important to me, and I enjoy building relationships with them. It brings transparency and traceability into the kitchen.”
Hence, we can say that the future of plant-forward dining is set for substantial growth, driven by shifting consumer tastes, increasing environmental awareness, and ongoing culinary innovation. Plant-forward dining is not just vegetarianism, but a thoughtful celebration of produce as the hero.
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