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A Year of Innovations and Challenges in HORECA: 2024 Summary

The past year brought significant changes and new directions to the HORECA sector (hotels, restaurants, and catering businesses more broadly), shaping the development of the industry. Consumer expectations, technological advancements, and global environmental awareness pushed businesses to adapt and innovate. Here are the 10 most influential trends of 2024.

  1. Plant-based eating became increasingly popular, compelling restaurants and hotels to offer a richer variety of plant-based dishes. Consumers expected menus to include not only plant-based alternatives but also creatively prepared culinary experiences. Simultaneously, the quality of plant-based “meat” and “dairy” products improved, with a preference for local and seasonal plant-based ingredients.
  2. The importance of sustainability grew, affecting all aspects of the HORECA sector. Businesses moved toward using environmentally friendly packaging materials, optimizing water and energy use, and sourcing ingredients from local producers to reduce their ecological footprint.
  3. Technological advancements accelerated the sector’s digitalization, offering new solutions such as digital menus and ordering via mobile apps. Guest experiences were personalized using artificial intelligence, while automated processes, like cooking robots and smart kitchens, improved efficiency and quality.
  4. Labor shortages forced businesses to seek more flexible solutions. Employee-friendly schedules, hiring international workers and integrating them into the work environment, as well as offering additional training and career opportunities, helped alleviate workforce challenges.
  5. Health and wellness trends highlighted the popularity of functional foods. Menus included probiotic drinks, superfoods, and low-sugar, high-protein products to meet growing consumer expectations.
  6. Authentic and culturally reflective flavors became increasingly important. Restaurants emphasized regional ingredients and traditional recipes, offering consumers unique culinary experiences. Food tourism gained momentum, contributing to the promotion of local cuisine and its distinct characteristics.
  7. Non-alcoholic beverages saw significant growth in 2024. Alcohol-free wines, beers, and cocktails provided diverse options that focused on flavor and quality rather than just the “non-alcoholic” label.
  8. The role of digital channels became vital in HORECA marketing. Social media marketing and collaborations with micro-influencers helped businesses reach new target audiences. Reviews and ratings on online platforms, along with brand storytelling, played a significant role in creating emotional connections with consumers.
  9. The return of international events and business meetings brought fresh energy to the sector. Spaces tailored for conferences and seminars, as well as hybrid events that allowed participation both on-site and via live streaming, offered new opportunities for businesses.
  10. Social responsibility became increasingly important in the HORECA sector. Consumers valued businesses that supported the community and participated in local projects. Additionally, employee well-being and the promotion of equality were key focus areas.

The development of the HORECA sector in 2024 was full of new challenges and opportunities. Businesses that adapted quickly and integrated trends into their operations gained a competitive edge and delivered better experiences for their clients.

Image by – – from Pixabay

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