The rise of place: Marriott International reveals Asia Pacific's Future of Food 2027

Marriott International has released its Future of Food 2027 report, exploring emerging food and beverage trends across Asia Pacific (excluding China).

Key Highlights
The report identifies “The Rise of Place” as the defining trend shaping the future of dining, with consumers seeking experiences that are:
- Hyper-local
- Authentic
- Deeply connected to the destination
95% of surveyed properties identified demand for authentic local signature dishes as the strongest dining trend in their markets.

Hotels Becoming Social and Cultural Hubs
Dining is increasingly moving beyond traditional restaurants into:
- Bars
- Lounges
- Counters
- Outdoor venues
- Flexible social spaces
Hotels are evolving into cultural and social hubs where guests interact, dine, and explore local stories throughout the day.

Trend 1: The Spatial Shift
Nearly 50% of surveyed properties reported growing demand for casual and experience-led dining venues.
New hospitality concepts are embracing smaller, intimate spaces with capacities of 40 to 60 seats.
In Vietnam, 71% of surveyed properties reported growth in bar and lounge dining.
Technology is playing an increasingly important role:
AI is being used for menu development, marketing, staffing, and guest insights.
100% of surveyed restaurants and bars in Thailand reported using AI in their operations.

Trend 2: The Local Advantage
Local cuisine has become the biggest factor influencing dining decisions.
95% of surveyed properties cited authentic local dishes as the strongest consumer demand.
Hotels are incorporating local ingredients and regional stories into menus.
Examples include:
- Kyoto vegetables in Japan
- Kampot sea salt in Cambodia
- Indigenous Southeast Asian spices
Nearly 80% of properties introduced new local ingredients during the past year.
Almost 75% of properties reported greater use of local ingredients in beverage menus.
Demand for local signature cuisine is particularly high in:
- India (71%)
- Indonesia (67%)

Trend 3: 99-Minute Fine Dining
Fine dining is becoming faster and more streamlined.
Traditional four-hour tasting experiences with 10 or more courses are being replaced by:
Up to five curated courses
Experiences completed within two hours
58% of surveyed properties reported average fine-dining durations of 1.5 to 2 hours.
In Singapore, 85% of restaurants reported average dining times of around 1.5 hours.
Restaurants are responding by:
Simplifying menus
Offering more à la carte options
Prioritizing memorable experiences over course quantity
In South Korea, 20% of establishments have reduced the number of courses served.
In the Philippines, 30% of fine-dining restaurants have introduced à la carte menus.

Additional Key Findings
Eat Well, Eating Your Age
- Wellness is becoming a core part of dining experiences.
- 97% of surveyed Marriott properties serve dishes associated with health and longevity.
- Wellness trends now extend beyond restaurants to:
- Healthier mini-bars
- Wellness-focused turndown services

The Modern Menu
- Menus are becoming more immersive and multi-sensory.
- Texture is increasingly viewed as important as flavor.
- Plant-forward dining continues to gain momentum.
Marriott will launch its APEC Plant-Forward Program in 2027, making it one of the first major global hotel groups to permanently integrate plant-forward dining into its operations.

Alcohol Alternatives
- Demand for low- and no-alcohol beverages continues to grow.
- 42% of Marriott restaurants and bars surveyed reported increased sales of non-alcoholic drinks.
- Guests are increasingly seeking:
- Premium non-alcoholic spirits
- Alcohol-free pairings
- Sophisticated beverage alternatives

Industry Perspective
Petr Raba, Vice President, Food & Beverage, Marriott International Asia Pacific (excluding China), said hospitality is moving toward smaller, locally rooted, experience-driven spaces where regional talent, local ingredients, and authentic storytelling create meaningful dining experiences.

Key Takeaway
The future of dining in Asia Pacific is shifting from standardized experiences to destination-led experiences.
Consumers increasingly value:
- Authentic local cuisine
- Connection to place and culture
- Wellness-focused offerings
- Flexible social dining environments
- Shorter yet more memorable fine-dining experiences

According to Marriott’s report, the most successful hotels and restaurants in 2027 will be those that deeply understand and showcase the unique character, ingredients, culture, and stories of their destinations.