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Restaurants must be ‘authentic’ to attract younger customers, says report

By Hannah Thompson , 15-May-2017

Restaurants mut be ‘authentic’ to attract customers, says report

Restaurants should offer a genuinely authentic, immersive, personalised, and locally focused food experience if they want to attract younger generations, according to a new study.

A unique design and atmosphere, plus entertainment, should also be top priorities for attracting younger consumers through the doors, said the report, which was commissioned by HOTREC, the European umbrella association of hotels, restaurants and cafés.

Younger generations were seen to expect much more than their elders, the report said, with factors such flexibility, friendly staff, and digital and high-tech elements, also seen as important in a hospitality operation.

The report, which also looked into customer expectations of hotels, found that younger British hotel consumers also prioritise safety, privacy, value for money, and flexible hours.

When travelling or visiting restaurants and hotels in Europe, the report said that visitors are most influenced by recommendations from friends and relatives (34%) and the destination’s reputation as ‘must-see’ (33%), ahead of booking from information found online (24%).  

“The HOTREC report contains highly valuable research,” says Kate Nicholls, chief executive of the ALMR, the trade body for licensed hospitality operators.

“As partners of HOTREC, we are delighted to be able to share it with our members. The report will help them in their business planning for the future, as well as assessing what works well in today’s market.”