The Experience Era: How Technology and F&B is Reinventing Hotel Biz

In recent years, everything has become experience-driven. While convenience and location still matter when choosing a hotel, guests increasingly decide based on the experiences offered—whether for families, solo travelers, or business guests. At the same time, sustainability has emerged as a major, consciously adopted trend shaping these choices.

With a market size of USD 24.23 Billion, the Indian hospitality market is growing at 13.37% CAGR, and is targeting to reach USD 45.39 by 2030.

Technology at the Front

Technology is rapidly reshaping the hotel industry, pushing innovation to the very forefront of guest experience and operations. From AI-powered personalization to seamless contactless services, hotels are leveraging digital tools to meet evolving traveller expectations. Automation, smart devices, and data analytics are driving efficiency while elevating comfort. Together, these advancements are redefining what modern hospitality looks and feels like.

Another major shift that hoteliers are embracing—and that GMs like Neha Chhabra of Sofitel Mumbai strongly support—is the rise of AI and tech-driven solutions.

“The goal isn’t to make hospitality robotic, but to make operations smoother and life easier. Restaurants have long been manpower- and cost-heavy, but with the right blend of technology and thoughtful hotel design, we can optimise processes and monetise spaces far more effectively,” she shared.

At the same time, hotels have repurposed existing hotel spaces to create new revenue-generating avenues—a great example of focusing on total revenue per square foot. It’s no longer just about rooms; it’s about building a diverse mix of offerings across the asset.

Hotels as F&B Destinations

In recent years, hotels have begun redefining their role in the traveller’s experience, evolving from simple places of rest into vibrant culinary destinations. More than ever, properties are recognizing the opportunity to draw in not only their in-house guests but also the wider community through distinctive food and beverage concepts.

“At JW, this shift has meant placing a stronger emphasis on creating restaurants and bars that stand on their own—experiences that invite guests to linger, explore, and return, even when they’re not staying overnight. It’s a transformation driven by thoughtful storytelling, elevated cuisine, and a commitment to crafting spaces that feel just as welcoming to locals as they do to travellers,” shared Sachin Mylavarapu, GM, JW Marriott Mumbai Sahar.

Traditionally, large hotels operated with extensive F&B inventories—multiple specialty restaurants, a lounge, a bar, even a deli or cake shop. “Over time, especially during COVID, we consolidated this footprint, converting underperforming outlets into event spaces. Then came Instagram and a wave of social influence, which pushed us to reimagine our restaurants as destination experiences. Today, we’ve entered a new phase—one that prioritises delivering high-quality, consistent F&B offerings that truly elevate the hotel’s identity,” added Mylavarapu.

Partnering for Growth

As we look at how hotels are evolving, it feels like we’re entering a new chapter—one where the reinvention of F&B continues to shape what the next generation of hotels will look like. They are also looking at franchise as a model, seeking to pair their own brand with well-known restaurant franchises, creating a combined ecosystem under one roof.

“At Fairmont, our aim is to seamlessly integrate our restaurants into large-scale catering. With eight restaurants in the hotel, imagine hosting an event in our banquet space and having the flavours and experiences of all eight brought directly to your celebration. That’s the level of culinary immersion we’re creating,” pointed Rajiv Kapoor, GM, Fairmount Hotels & Resorts Mumbai by adding that they’re not just offering a standard banqueting experience—they’re elevating it by bringing true restaurant-style dining into the banquet itself. “At the same time, we’re proud to collaborate with leading franchise restaurants and local culinary entrepreneurs. Recently, we hosted an event where partners ranging from Ritu Dalmia to Indian Accent and several other renowned brands were part of our catering line-up at the hotel.”

At the end of the day, it’s all about collaboration and creating memorable guest experiences. Hotels these days remain versatile and agile in bringing diverse culinary expressions together, because when people visit a city, they want to taste its local flavour and discover what makes it unique.