For many hotels, especially in the boutique and lifestyle segments, restaurants are a calling card, Morgan explained.
To help chefs gain notoriety, especially a local following, it’s important to invest in marketing and PR efforts as well. ‘The hard part when you’re underwriting a restaurant is to say how important marketing and PR is, because most people look at that as a money pit,’ Morgan said. ‘But if you do it right, and you’re using the right resources or firms, it can be very successful’…”
Restaurants play a bigger role than ever before in boutique and lifestyle hotels. And with the right concept, owners can make a healthy profit, said a panel of food and beverage experts at the Boutique Hotel Investment Conference in Manhattan last week, presented by the Boutique & Lifestyle Lodging Association.
“Today more than ever, eating is a lifestyle, so people want to go to hotels where they know they have a good restaurant, good chefs, and it’s a full experience,†said Richard Sandoval, chef and owner of Richard Sandoval Restaurants, which has about 30 self-operated restaurants around the world and 10 hotel concept developments.
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