Industry analysts have confirmed that a number of hotels are moving to limit or eliminate what guests can munch on in the morning.
Demuth said luxury travelers often don’t value free breakfast as much as other perks. “For luxury brands, giving top-tier loyalty members free breakfast really doesn’t do anything for that member. Basically, they could care less,” he said.
Despite these pilots, Rothman emphasized that major global hotel brands are not eliminating complimentary breakfast across the board. “Breakfast is a cost [for hotel brands], without a doubt, but it can also be a key differentiator and can create value through higher rates and higher occupancy levels,” she said.
So why are some brands testing the removal of free breakfast? Demuth explained that many guests prefer to explore local dining rather than eat at the hotel, making complimentary meals less of a draw and more of a cost. “The reality is that, sure, breakfast at a hotel is great, but that doesn’t necessarily allow you to experience the destination,” he said.
For now, complimentary breakfast remains a staple at most major hotel brands, but shifting guest preferences and rising costs are prompting some properties to experiment with new models. Whether these changes catch on more broadly remains to be seen. But for many travelers, that early-morning hotel breakfast is still part of the journey.
