Breakfast is “hot” — literally!

By Colleen Isherwood, Editor

When Kevin Maven, Canadian franchise director for Choice Hotels went on vacation with his two teenagers, he stayed at a hotel that didn’t have breakfast included. He then took his kids to a griddle place for their first meal of the day.

“Sixty-five dollars later, we had our breakfast!  Breakfast is definitely a value proposition,” said Maven. “It’s a really strong amenity that benefits the consumer, so that they’re not digging into their jeans for more money!”

“Customers definitely enjoy a complimentary breakfast,” says Glen Blake, president of Full House, Canadian franchisors of Howard Johnson and Knights Inn, both of which offer free breakfast.

Left: Best Western; Middle: Howard Johnson; Right: Bistro at courtyard by Marriott

“In fact, according to the JD Power and Associates 2009 North America Hotel Guest Satisfaction Index Study survey of the Top 5 most important hotel services/amenities by segment, complimentary breakfast was listed as the number one amenity,” Blake adds.


Not just stale Danish and coffee

Economy and midscale properties are increasingly offering free breakfast.  And it’s no longer just a few stale donuts and Danishes, coffee and orange juice.

Breakfast is becoming “hot”, literally, as more hotel brands mandate hot items be served.  And it’s increasingly fresh and healthy too.

As the hotel becomes more upscale, breakfast becomes a paid item.  But here too, breakfast is becoming more sophisticated and flexible.

Mother always said that breakfast was the most important meal of the day—and she’s right when it comes to providing hotel guests with what they’re looking for.

“Everybody eats breakfast, but not everybody eats lunch,” says Robert Hood, corporate director of food and beverage for Atlific Hotels & Resorts, which has a diverse portfolio of hotels including Le Westin Montreal, boutique properties, and brands such as Best Western and Holiday Inn.

Neil Hornsby, Canadian marketing director for Best Western agrees. “If there’s one meal that a hotel guest will eat at a hotel, it is breakfast. Breakfast is a standard offering in the mid-market sector and one which people have come to expect—and in many cases with Best Western, it’s free. It adds to the overall value and allows guests to better control their travel costs.”

All of Wyndham Hotel Group’s brands offer some variety of breakfast with the majority offering it as a complimentary amenity. Those brands include Baymont Inn & Suites, Days Inn, Howard Johnson, Knights Inn, Microtel Inns & Suites, Ramada, Super 8, Travelodge, Wingate by Wyndham and Wyndham Hotels and Resorts.

“Providing a healthy breakfast is an integral part of the guest experience that can influence a consumer’s future buying decision,” notes Keith Pierce, Wyndham Hotel Group president, brand operations, The Americas.

“The majority of our hotels, such as those found in our Wingate by Wyndham and Microtel Inns & Suites brands, offer breakfast as a complimentary amenity, which, along with things like free high speed wireless Internet access, allow them to differentiate themselves from their competitive set and offer guests a greater value for their money.”


Power lunches dead but power breakfasts are becoming popular

“Breakfast is a focal point in the culinary world right now, and business travellers often use breakfast at a meeting place,” says Paul Little, executive chef at Le Westin Montreal, a showpiece hotel that opened in June 2009.  “It adds to the soul for the hotel – it’s a focal point where people meet.”

Things have changed since the power lunches held 15 years ago to where breakfast is a lot more efficient forum for the meeting, Little adds.  

Left and middle: Novotel bread and menu; right: Pancakes from Le Westin Montreal

Le Westin has a huge buffet breakfast, and breakfast serves as a gathering place for families as well, Little says, adding that the hotel has a 40 per cent capture rate during the summer when they have a huge family-driven clientele. Hood adds that for some reason, the breakfast capture rate is higher in the west than in the east.


Organic, healthy products

“Corporate travellers’ eating habits have changed with the evolution of the different generations in the work force,” says Didier Dolivet, general manager, Novotel Mississauga Center, who has been leading the evolution of the breakfast concept with Novotel in Canada.

“Today’s travellers are expecting to find organic healthy products on the breakfast buffet. High quality breads, wide variety of cereals, lots of fresh fruits, exotic fruits, low calorie, low fat dairy products. Outstanding hygiene standards on buffets, as well as freshness of products, are also part of the growing expectations.”


Travellers trading up or down

Best Western has noticed that travellers are often trading down to a brand that offers free breakfast.

“Offering breakfast narrows the gap between a midscale and an upper-end hotel,” says Hornsby.

“Travellers have traded down because they’ve typically been able to pay less and receive a room of equal quality. Now they can get all the freebies that a midscale hotel such as Best Western offers, such as free breakfast, parking and Internet.”

Left: breakfast at the brand new Comfort Suites Kelowna; Middle: Cosmopolitan Hotel Toronto breakfast buffet; Right: breakfast at Homewood Suites

But Homewood’s Bill Duncan has noticed a different trend. “In our case, we feel guests are trading up to a brand the offers complimentary breakfast!” he says.

“Many hotels have cut amenities because of the economy, while Homewood has enhanced its offering and revamped its entire F&B program.  We cater to extended stay guests, many of whom appreciate having breakfast included in their stay as they’re with us for sometimes weeks or months at a time.”


Portability of breakfast items?

Irwin Prince of Realstar Hospitality, franchisors of Days Inns in Canada, says it seems that “amenity creep” is making its way into breakfast programs as a number of brands begin to add additional breakfast items to their offerings. A “grab-and-go” option of a pre-packaged offering for guests who don’t have the time or inclination to have breakfast in-house is also gaining in popularity, he notes.

“We allow our guests to enjoy their breakfast in our Lodge dining area or pack a to-go box and enjoy it in the comfort of their rooms,” Duncan from Homewood says. “At this time, we also make provisions so guests can take their morning coffee with them to go, and certain items are easily carried out such as yogurt and fruit.”

Holiday Inn Express breakfast bar

Talking about the Holiday Inn Express brand, Sue Morgan of IHG also realizes that portability is a trend that is gaining importance.  “We have yogurt, fresh fruit, bananas and apples at the front,” she says. And they increased the size of the coffee cups from 8 oz. to 12 oz, so that guests can take more with them.

Morgan has noticed a trend toward breakfast sandwiches—Holiday Inn Express guests are using ingredients from the breakfast bar to make them.


Changes for the future?

Whether they’re brands or owner-operated units, economy or upscale, hotels are paying attention to breakfast.

“We listen closely to what our guests tell us they expect for breakfast options from Best Western, and update our offerings based on feedback we receive,” says Hornsby.

“Breakfast is a fluid process and as guest demands change, Best Western will accommodate. In the past few years, guests have asked us to offer healthier options, so we’ve increased the fruit selection at many of our hotels.”

“As consumer tastes evolve, so too does our Days Inn Daybreak Café breakfast program,” says Prince. “We’re presently evaluating a number of items, including a move to more eco-friendly cups, plates and utensils as well as a number of potential breakfast offerings.”

“Breakfast is an important amenity that consumers have come to expect when staying at a hotel and its impact on the overall guest experience should not be easily dismissed,” says Wyndham’s Pierce.

“As franchisors of leading hotel brands, it is vital that we continuously review and enhance our offerings to ensure that they meet our guests’ expectations and keep our brands competitive within their segments.