Global Food & Beverage Consultants 

Think Hospitality Consulting was engaged by Accor Group to undertake a major research and strategy project exploring the future of in-room dining across Fairmont and Raffles.

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The project examined how luxury guests use, perceive and value in-room dining today, while identifying how the service must evolve in response to shifting guest behaviour, delivery ordering, changing service expectations and the wider competitive landscape.

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The work brought together commercial performance review, management sentiment, ownership sentiment, guest insight, behavioural psychology, foresight and trend tracking. Think Hospitality also reviewed the in-room dining propositions of leading luxury hotel competitors to understand best practice, gaps in the market and opportunities for Fairmont and Raffles to create a more distinctive and commercially relevant service.

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From this research, Think Hospitality developed a new standard operating procedure and brand standard for in-room dining, supported by templated menu frameworks. These menus balanced indulgent, premium dining occasions with more functional guest needs, ensuring the offer could respond to different dayparts, missions and levels of guest intent.

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The strategy also recognised that luxury in-room dining should not feel generic. Each hotel was given the framework to create a more distinctive in-room dining experience, customised around its property location, story and guest profile. The work also included an improved family proposition, ensuring the service better supported families staying in luxury hotels.

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The Output
A future-facing in-room dining strategy for Accor Group’s luxury portfolio, combining research, behavioural psychology, commercial analysis, brand standards, SOP development and menu frameworks to redefine the service across Fairmont and Raffles.​ This project gave us a platform to demonstrate what we do best: combining foresight, creativity and commercial pragmatism to translate a bold vision into a hospitality experience that truly works.