Five key trends shaping F&B choices in travel hubs
Travelling diners expect experience, efficiency, well-being, value, and sustainability.
Insights from SSP Group’s February 2025 whitepaper revealed the five key factors affecting food and beverage (F&B) choices, specifically for travelling diners.
First is a desire for new experiences. As traditional points of connection are eroded, consumers, specifically Millennials and Gen Z, are looking for opportunities to reconnect with the world around them.
In a time of global uncertainty, consumers are seeking the distraction of memorable experiences that engage multiple senses, and this includes the environments and activities that surround what they eat and drink.
The second key trend is the acceleration of digital technologies. The report noted that the demand from consumers for products and services that speed up and simplify their experiences is increasing.
At the same time, consumers are seeking reassurance from brands on how changes will work alongside human interaction in the future.
Levels of acceptance and desire to use digital tools will vary considerably, with certain age ranges and geographic markets being more keen to adopt new technologies.
A third focus is well-being. Consumers increasingly take a holistic approach to health, seeking products that support them mentally and physically.
They want to make healthier food choices, reducing the amount of sugar, calories, salt, and alcohol in their diets whilst allowing for indulgence. As nutritional awareness increases, consumers will also look for products that address specific concerns.
The report highlights the need to ensure offering the right mix of products to the customers, including low-fat or low-sugar options, but also items with functional benefits, including plant-based items.
Next is the need for value. More than 70% of consumers still worry about inflation and job loss, and most consumers have continued to adjust their purchasing habits in response to high prices.
Even though people who travel by air tend to be more affluent than the rest of society, they’re still looking for good value for money when purchasing food and drink in a travel setting.
Lastly, the importance of sustainability. People are becoming increasingly conscious of how their choices and purchases impact the environment, people, and their local and global communities. As a result, many are actively seeking to reduce their environmental footprint by choosing brands and products that align with their values.
