Grand Hyatt Erawan kicks off “Be More Foodie” to boost hotel traffic

Hyatt Asia Pacific captures the healthy food megatrend, launches the campaign “Be More Foodie: Mindful Indulgence” kicking off “Grand Hyatt Erawan” as the pilot, expecting to push the proportion of healthy menus to increase by 30% from the original 10%, hoping to use it as a magnet to attract Thai and international tourists.

After the relaxation of “COVID-19” One trend that has not faded is Healthy food market The global value soared to $878,840 billion in 2023 and is expected to grow by 9.50% per year to reach $1.82 trillion in 2031.

Driven by the trend of eating natural foods, taking a holistic approach to health, and focusing more on health prevention, over the past 3 years, “healthy food” has become an important strategy for restaurants to attract customers.

Last “Hyatt Asia Pacific” Catch this healthy food megatrend by launching a campaign “Be More Foodie: Mindful Indulgence” In Thailand, it was first piloted at the “Grand Hyatt Erawan” hotel. “Christophe Zadones” as Vice President of Food & Beverage Operations, Events and Product Development, Hyatt Asia Pacific revealed that Sustainability and mindful eating are currently a global trend. There are many new studies and researches to support mindful eating.

And another trend that is gaining attention is Functional food which is an ingredient in healthy eating, along with creating a good and healthy eating experience at the same time.

This "Hyatt" We follow the trends of each country, whether it is Japanese, Chinese or Italian food, and are ready to bring the changing trends that are good for consumers to the menus of hotels in the "Hyatt" group because we believe that the key is nutritional value that must go hand in hand with the pleasure of eating.

By giving importance to “Good eating” It is about eating mindfully and taking into account the health benefits. Therefore, Hyatt Group provides holistic health services, from taking care of mental and physical health through good food and nutrition. While Thai people are foodies or food lovers and most Thai menus are healthy and some menus can be adjusted slightly but still have good taste and good nutrition.

Therefore, Hyatt Asia Pacific has chosen to launch the 'Be More Foodie: Mindful Indulgence' campaign in Thailand first, in line with the changing consumption trends, where people are increasingly choosing food that is both healthy and environmentally friendly.

According to market research firm Euromonitor, one in four Thais are taking control of their diet, with 1% prioritizing healthy ingredients and 4% paying attention to nutrition labels. This shift reflects the demand for convenient and healthy food formats that perfectly fit into today's fast-paced lifestyles.

“We have created nutritious menus, in collaboration with 8 Hyatt hotels, chefs, nutritionists and bartenders to create healthy and delicious food and drink menus because we want customers not to feel that eating well is something that must be sacrificed, but something that we can indulge ourselves in eating delicious and healthy food, whether it is a business trip or a meal with friends. In addition, we also use seasonal vegetables in our food, which supports the local community and is healthy.”

Currently, the proportion of wellness services in hotels in the Hyatt Group is around 20-30%, except for Hyatt Regency Hua Hin, which focuses on wellness at 70-80%, while the proportion of healthy food in each hotel is different. As for “Grand Hyatt Erawan Bangkok”, after launching the 'Be More Foodie: Mindful Indulgence' campaign, it is expected that the proportion of healthy food will increase by 20-30% from the current proportion of around 10%.

“This campaign is organized in Thailand for the first time because Thailand has a complete range of hotels in the “Hyatt” group, including Park Hyatt, Hyatt Regency, especially Grand Hyatt, which has been in Thailand for a long time and is well-known. In addition, Thailand’s food sources are quite complete in every province and region. After that, it will be further developed to other countries.

Currently, under the management of “Hyatt Asia Pacific”, there are a total of 12 hotel brands, totaling more than 303 hotels and 850 restaurants. In Thailand, there are 8 hotels with 60 restaurants. We see that restaurants and bars are important to hotels because they are a community. We want to provide an experience that customers cannot find anywhere else, whether they are Thai or foreign customers.”

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