Technomic assesses the Lodging Category

CHICAGO, Sept. 30, 2026—Technomic's 2026 Lodging Multi Client Study uncovers challenges and trends within this evolving space, providing a deep dive into consumer behaviors and how operators are combating industry pressures, such as labor, rising costs and increased competition from other segments, including third-party delivery services and vacation rental platforms. To battle these headwinds and address consumers’ demands for both quick, convenient dining options and unique dining experiences, lodging operators are balancing investments in both tech-enabled, low-labor micromarkets with flexible operating hours, alongside traditional service areas, like full-service restaurants, to offer more variety, a memorable service quality and improvements to breakfast options.
"Quality of service and food, as well as price and value are top priorities, regardless of the type of traveler,” said Donna Hood Crecca, senior principal at Technomic. “With foodservice playing such a key role in consumers’ where-to-stay decision, thoughtful menu innovation and smart product choices are key for not only driving growth but differentiating from competing operations.”

Additional key findings from the report:

• Operators report that third-party food and beverage (59%) and Airbnb or other rental platforms (53%) are negatively impacting their foodservice business
• Forty-one percent (41%) of operators say they increased their level of investment in full-service restaurants to improve guest satisfaction scores
• Thirty-nine percent (39%) of leisure travelers and 35% of business travelers say complimentary breakfast is extremely important in the where-to-stay decision
• Bar offerings remain very important at lodging, with 74% of operators stating they view alcohol as a strategic driver of visits, sales and profitability