London, July 22, 2025 – A new trend in travel preferences has emerged, as more people are now choosing hotel stays based on the dining options available rather than the location.
According to new research from KAYAK, the world’s leading travel search engine, and OpenTable, the restaurant discovery and booking platform, one in three (33%) British travelers have booked a hotel based on its on-site restaurant.
This shift in travel planning is further evidenced by data from KAYAK, which shows a 72% year-on-year increase in UK travelers using the “restaurant” filter when searching for hotel stays**. This indicates that food has become a major factor in the decision-making process for travelers.
The rise of “food first” travel is also being fueled by social media. The research reveals that over a third (38%) of Brits have booked a hotel after seeing previous guests post about its restaurant*. In fact, reservations at popular hotel restaurants are becoming increasingly difficult to secure, with over one in five (21%) Brits admitting to booking a hotel room solely to secure a table*.
This trend is particularly prominent among Gen Z and Millennials, who are leading the way as “taste tourists”. Half of Gen Z (53%) and Millennials (47%) have booked a hotel based on its on-site restaurant, and over a third (34%) of Gen Z have even booked a hotel room purely to secure a restaurant reservation*.
Interestingly, the research also reveals that dining has become the top priority for many travelers, with more than half of Brits (56%) admitting to spending more on restaurants than any other activity during their trip*. This number rises to 71% for Gen Z and 64% for Millennials*.
Social media also plays a significant role in influencing dining choices for travelers. Over a third (34%) of Brits have chosen to dine in hotel restaurants because the dishes are “social media-worthy”, and 36% post more about the meals they eat on holiday than sightseeing. This number jumps to 60% for Gen Z and 50% for Millennials.
To cater to the growing demand for “food-first travel”, KAYAK and OpenTable have joined forces to launch the Top 50 Hotel Restaurants in the UK. This data-backed list, based on diner insights, showcases the best hotel restaurants in the country that are worth booking for the dining experience alone.
Commenting on the trend, Rachel Mumford, KAYAK’s travel expert, says, “People are becoming more intentional about how they spend – and where they stay. We’re seeing more people combine the destination, the accommodation, and the experience into one choice – with the restaurant at the center. For many, booking a hotel now means booking the best table in town too.”
Sasha Shaker, Senior Director of UK and Ireland at OpenTable, adds, “Hotel restaurants are experiencing a true renaissance – these venues are no longer just convenient, they’re coveted. With 72% of Brits willing to rebook a hotel based on a positive dining experience at its restaurant**, it’s clear that the dining spot can be just as powerful a draw as the room. For hotels, it’s a chance to win over locals, not just overnight guests. For diners, whether they’re traveling or simply looking for an exceptional meal, our new Top 50 list brings together the best of both worlds.”
The full list of the Top 50 Hotel Restaurants can be found on the KAYAK website, featuring a diverse mix of high-end dining spots, local favorites, and hidden gems across the UK – from coastal inns in Wales to Michelin-starred restaurants in London. For more information and the full blog post, please visit the KAYAK website.
**Press release distributed by Pressat on Friday 1 August, 2025.