Why provenance can be particularly powerful for hotels

“Provenance is crucial for sustainable growth in the hotel industry,” says Marc Lorés Panadés, Vice President of F&B at Aethos hotels. “By sourcing our ingredients locally, we embrace local culture and traditions and support our local network. Additionally, we reduce the carbon footprint of importing items, help to preserve local biodiversity and maintain the environmental balance.” 

Let’s dig into why provenance is so relevant for the hotel industry.

GUESTS ARE WITH YOU FOR LONGER.

For most F&B businesses, each interaction with a customer might last for 2-3 hours at most. In hotels, however, most customers stay with you for longer – at least overnight – and many will have travelled a reasonable distance to get there. It’s not all about leisure tourists, either: when it comes to corporate travel, many companies will want to host and impress their guests by providing a truly local experience.

With more time spent with each guest, there are more touchpoints at which a hotel can bring provenance into the guest experience. Every meal, every space, everything from the hand soap in the bathroom to the art on the walls is an opportunity to connect your guests to the local area. Because of this extended experience, hotels also have greater opportunity to reap the benefits that provenance can bring to a F&B business.

GUESTS WANT A TASTE OF THE LOCAL.

Travellers are increasingly eager to immerse themselves in the culture of a particular place. “Nowadays, travellers not only seek unique destinations but also search for a connection with the territory and the culture,” says Marc. Weaving provenance into your hotel’s offering can help them experience their destination in a more substantial way.

Provenance plays a big part in creating a tangible and true sense of place. “Celebrating provenance is essential for us because it connects our guests to the unique culture and traditions of Sardinia, our newest property. This connection enriches their experience, making their stay more memorable and meaningful,” Marc continues. “For our guests, knowing that the ingredients in their meals are sourced locally adds a layer of authenticity and trust. It also supports the local community, ensuring our neighbours and producers thrive, too. This commitment to local sourcing and sustainability resonates with our guests, who appreciate and value ethical and environmentally friendly practices.” 

PROVENANCE BUILDS BRAND IDENTITY.

Many hotels maintain standardised branding regardless of where they are in the world – so bringing provenance into your offering helps your business to stand out, creating a strong brand identity that is special and memorable. “Focusing on provenance and creating a sense of place enhances the guest experience and satisfaction by offering authentic local flavours and stories. This authenticity helps build a strong brand identity rooted in sustainability and community support,” says Marc. 

With more people seeking transparency and sustainability in the brands they choose, this is increasingly important. “The general consumer has changed. It doesn’t matter if it’s the jeans they’re wearing, the coffee they’re drinking or the car they’re driving – they are making more informed decisions, both ethically and financially,” says Tyler Naumann, Director of Restaurants at The Loren Hotel in Austin, Texas. “Location-based decision-making for our food and beverage programme has always been important at The Loren, and now the general consumer expects this as a standard regardless of the size of the property. Baseline expectations have changed.” 

PROVENANCE CAN BOOST CUSTOMER LOYALTY.

By celebrating provenance and supporting the local community and environment, hotels can see enhanced customer loyalty – especially among the growing demographics for whom sustainability is a priority. “This helps us create a loyal customer base that values ethical and environmentally friendly practices,” says Marc. “Guests are more likely to return and to recommend the hotel to others, knowing that their stay supports the local economy and sustainable values.”