San Francisco-based agency af&co., in partnership with their sister agency, Carbonate, has released their must-read annual Hospitality Trends Report. The report dives into the latest food, beverage, hospitality, travel, and marketing trends, reflecting on what ruled 2024 and also serving up predictions for the year ahead. Check out just a few takeaways below, and access the full report here.
While 2020 was the plot twist none of us saw coming—and echoes from the pandemic are still reverberating throughout the industry—we’re also witnessing broader, lasting cultural changes that are altering the landscape itself. As we set our sights on 2025, we can see the neon signs: Gen Z is driving several dominant macro trends as this generational force begins to redefine consumer behavior and societal norms. Not every influence is theirs alone, but they’re shaping the world in bold, undeniable ways.
Look back
Drink of the year: Freezer martinis
Yes, martinis have been trending for ages (and the espresso martini isn’t going anywhere…yet), but “Freezer Martinis” are the variation du jour, popping up on menus across the country. Freezer Martinis Bar Bonobo (New York, NY) Cold A$$ Martini with Beefeater Gin or Absolut Vodka, Cinzano 1757, dry vermouth. Poison Heart Bar (Philadelphia, PA) Freezer Martini with Gin, Vermouths, Olive, Onion or Twist (above right). Rather than shaking or stirring it up with other flavors, this trend is all about chilling it down, way down, and serving the drink ice cold. Martinis should always be icy smooth, but they often aren’t. Freezer Martinis are problem solvers—pre-batched, and stored in freezing temps, they help make service snappy, and ensure a properly cold and well-blended cocktail every time.
Cuisine of the year: Simple seafood
The raw bar and the fried seafood shack share a lot of similarities: Concise menus, a small line, and simple food done really, really well. At a time when inflation, labor, and high food costs are having a big impact on the industry, these types of concepts with a small footprint, and a short (but craveable) menu that doesn’t require a lot of specialty cooking equipment, offer a lot of benefits. While the concept may be simple, the execution allows for chefs to add their signature stamp of creativity. As we reach “peak maximalism”—where over-the-top dishes, drinks, and design are becoming the norm—we also predict a pendulum swing back to desire for a more minimalist vibe that these places provide.
Food city of the year: Oakland
Today, we’re seeing some of the most interesting restaurants in the Bay Area (and the country!) opening across the water in Oakland. With lower rents, a diverse community, and chefs feeling freer to take risks, Oakland stands out for attracting creativity. The city’s influence is not just about the new; Oakland brought us Rocky Road ice cream, the first Trader Vic’s, and it launched the Bay Area’s third-wave coffee scene. It’s both home to numerous legacy food businesses that are still standing strong—and a place where newer restaurants are creating their own legacies. This year, Oakland was honored as the “Best Food City in the US” in Condé Nast Traveler’s Readers Choice Awards.
Look ahead
Sotol: The next tequila
With tequila and mezcal making up the fastest growing spirits in the US—recently surpassing American whiskey in sales by both dollars and volume—we expect to see more interest growing in the lesser-known Mexican spirit, sotol.
All in good conchas
Pedigreed bakers, many of whom are first generation Latinos, are turning more attention to conchas, taking the classic shell-shaped Mexican pan dulce (sweet bread) from an inexpensive sweet snack to star status. Bakers across the country are playing with new flavors borrowed from a global pantry, incorporating premium ingredients, adding a variety of fillings, and finding innovative ways to use the bread in different sweet and savory preparations.
Social media is a place, not just a platform
For smart marketers, social media is like walking into a party—it's all about reading the room. According to McKinsey & Company’s State of Tourism & Hospitality 2024, 92% of people surveyed reported that their most recent trip was influenced, in some way, by social media. By tuning into what truly resonates with your audience, you can create content that not only connects, but also drives stronger engagement and results.
Influencers are the next travel agents
Gen Z, who puts the most trust in social media, looks for inspiration and recommendations from influencers, and travel assistance and reservations from agents. Savvy creators are finding ways to offer curated travel experiences—and travel companies are finding a way to leverage this. Half of consumers say they want to book a trip they discovered on their social feed (Sprout Social 2024 Influencer Marketing Report: In Influencers We Trust). 38% of millennials & Gen Zers said they prefer using a travel agent to booking online, compared to 12% of Gen Xers, and 2% of Boomers (source: IBS Software).
The dream theme
Themed hotel rooms are nothing new (the famed Madonna Inn opened in 1958!), but they are gaining popularity as travelers continue to seek “immersive” experiences and unique places to stay. Hotels are partnering with established brands across all industries to offer distinct experiences for niche audiences.
