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Health and wellness are becoming a defining force in hospitality food and beverage strategy say Accor, pushing hotel operators to rethink menus, sourcing and kitchen operations as guest expectations evolve.
According to Accor, wellness has moved firmly into the mainstream, with healthiness overtaking affordability as the top eating-related value across generations, while the global health and wellness foods market—already valued at nearly $1 trillion—is projected to continue growing strongly through 2030.
For hospitality operators, that shift is turning wellness dining from a niche offering into a broader business strategy spanning guest experience, supply chain resilience and talent development.
Accor says hotel groups now have an opportunity to move beyond simple menu adjustments and instead integrate wellness more strategically across food and beverage operations.
“We are witnessing a strong evolution in food & beverage consumption worldwide, as people become more and more aware of their feeding patterns’ impact on their health,” said Fabrice Carré, Chief Strategy Officer of Premium, Midscale & Economy Division, Accor.
“To support our owners to embrace this growing and long term trend, our aim is to offer a more inclusive, delicious and healthy F&B offer in every hotel, at every mealtime, by developing No- & Low-alcohol options in our hotels bars and putting more plants at the centre of our plates to reduce animal protein.”
This shift is particularly being driven by Millennials and Gen Z, who increasingly view wellness as a daily personalised practice closely tied to nutrition.
Plant-forward menus become commercial priority
Flexitarian eating habits are helping drive demand for plant-forward menu innovation, with 30% of consumers saying they would switch restaurant brands to find plant-based alternatives to meat and operators are increasingly positioning plant-based and plant-forward dishes as mainstream menu items rather than specialist alternatives.
“Eating well should bring joy, not pressure. At Novotel, we make healthier choices delicious, generous and exciting,” said Jean-Yves Minet, Global Brand President, Novotel.
“Our plant-forward approach is not about restriction – it’s about giving guests food that tastes incredible and makes them feel good.”
Under its Longevity Everyday strategy, Novotel said it plans for at least 25% of menu options across all hotels to be plant-forward by the end of 2026, with 50% of hotels already having achieved that target.
Supply chain resilience linked to sourcing strategy
Beyond consumer demand, Accor said wellness-led food strategies are increasingly tied to procurement and supply chain resilience.
The company pointed to commodity volatility and ecosystem degradation as growing risks for hospitality sourcing teams, noting that cocoa and coffee prices doubled in 2024, rising 163% and 103% respectively due to extreme weather.
Accor argues that operators redesigning menus around plant-forward offerings and more resilient sourcing models are better positioned to manage supply disruption, stabilise costs and maintain trust.
“The evolution of dining habits towards healthier options both for consumers and for the planet clearly demonstrates that sustainability is not a standalone initiative, but an integral part of a robust business strategy,” said Coline Pont, Chief Sustainability Officer at Accor.
“By embedding ambitious commitments such as increasing plant-forward dishes and ensuring responsible sourcing across our F&B, we are not only meeting guest rising expectations, but also future proofing our menus against global challenges, securing supply, and optimising costs.”
Coline Pont, Chief Sustainability Officer at Accor.
Food and beverage’s sustainability footprint under scrutiny
Food and beverage remains one of the most environmentally significant parts of hospitality operations, accounting for:
17% of group carbon footprint
50% of group water impact
80% of group land footprint
To address this, the company’s Good Food Policy includes commitments through 2030 such as increasing plant-forward dishes, serving only responsibly sourced coffee and banning endangered seafood species.
Kitchens become talent and retention platforms
Wellness dining is emerging as a workforce strategy, helping hospitality businesses attract and retain culinary talent by linking kitchen roles to creativity, sustainability and purpose.
To support this shift, Novotel has partnered with the Culinary Institute of America to train chefs on plant-forward cooking techniques.
“Helping our chefs start thinking plant-first is more than just a menu shift – it’s a cultural transformation,” said Victoria Aubry, Global Director of Food & Beverage for Midscale & Economy brands at Accor.
“It represents a real investment in our people, fostering engagement and a sense of shared purpose.”
Victoria Aubry, Global Director of Food & Beverage for Midscale & Economy brands at Accor
This article was produced by the editorial team at EME Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
Outlook Publishing delivers industry insights, company stories, and sector coverage across manufacturing, mining, construction, healthcare, supply chains, food production, and sustainability.
EME Outlook provides ongoing coverage of organisations and developments shaping industries across Europe and the Middle East.
