Additional Coverage:
- Hotels in America are now rethinking free breakfast — and it says a lot about current US economy (marketrealist.com)
The Great Breakfast Bust: Are Free Hotel Meals a Thing of the Past?
For years, the complimentary hotel breakfast has been a cherished perk for travelers across America. But hold onto your hash browns, folks, because this breakfast buffet might be disappearing faster than a free danish at a busy hotel. Rising costs and a shifting US economy are causing major hotel chains to rethink their “free” offerings, turning what was once a standard amenity into a costly line item.
It seems that while Americans are still hitting the road, their spending habits on vacation are changing. As everyday life gets tougher on the wallet, even the most basic travel benefits are feeling the pinch.
A recent report reveals that the beloved free hotel breakfast, a staple at many top hospitality brands, is on the chopping block. Hotels are increasingly seeing this perk as a drain on their already tight profit margins.
Just last year, Hyatt Hotels Corporation hit the pause button on free breakfast at around 40 locations. Holiday Inn followed suit, ditching their made-to-order options in favor of a buffet-only service.
This move, reported by CNBC, was an attempt to keep the perk alive while simultaneously cutting down on staffing needs and food waste. Even luxury giant Marriott International is adjusting its complimentary breakfast offerings at some high-end properties abroad.
Case in point: The St. Regis Macao will no longer offer free breakfast to top-tier loyalty members starting in March 2025.
Instead, guests will be offered bonus points or a discounted breakfast price.
According to travel expert Gary Leff, who first highlighted Holiday Inn’s changes, this breakfast brouhaha is part of a larger trend. He explains that hotels across the industry are scrambling to find ways to lower costs for property owners, and that means scaling back on freebies like breakfast.
“That goes far beyond breakfasts,” Leff noted, “to things like housekeeping, less often during a stay, less extensive when it’s done during a stay, to bulk toiletries rather than individual mini-bottles to eliminating products like alarm clocks in rooms.” Leff also suggests that hotels catering to wealthier clientele might have an easier time cutting free breakfast, as those guests are often willing to pay extra for it anyway.
But here’s the kicker: Research from J.D. Power shows that a whopping 78% of American guests who use hotel dining services opt to eat breakfast on-site, yet only about 8% actually pay for it.
Furthermore, nearly half (47%) of guests at upper-midscale and midscale hotels consider free breakfast an essential factor when choosing their accommodation, not just a bonus. Many argue that despite varying food quality, the appeal of a free morning meal is undeniable.
Eliminating it, therefore, could feel like a significant downgrade to guests, potentially costing hotels more in the long run due to negative impressions.
A Hyatt spokesperson addressed the evolving situation, stating, “As part of our ongoing commitment to delivering value to our guests, including World of Hyatt members, we are continually evaluating breakfast options that best serve our guests and our hotels.” Marriott International CEO Anthony Capuano summed up the current state of affairs by describing the hotel industry as a reflection of the “K-shaped economy,” where higher-income travelers continue to spend while more budget-conscious guests pull back. “There are economic headwinds and some uncertainty,” Capuano acknowledged, “but we continue to see the consumer prioritizing travel and experiences.”
So, while the aroma of sizzling bacon and fresh coffee might become a paid-for luxury at your next hotel stay, it’s a clear sign of the times. The free breakfast, it seems, is no longer a given in the ever-evolving landscape of American travel.