Some well-known hotel chains are scaling back free breakfast offerings, prompting questions about the future of this long-standing perk.
As the summer travel season gets underway, changes at several properties suggest that complimentary morning meals may no longer be a given for guests.
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Select hotels adopt flexible breakfast pricing
At more than 40 Hyatt Place properties in the United States, free breakfast is no longer standard. Under a pilot programme introduced in November, these hotels now offer different room rates—some with breakfast included and others without.
Guests who choose to forgo breakfast may receive discounted rates or loyalty points. Complimentary breakfast remains available to top-tier World of Hyatt Globalist members.
Hyatt has not publicly confirmed whether the trial has been extended to other locations. On its website, the language now reads, “Free breakfast at most hotels,” indicating a shift from a universal approach.
Rachael Rothman, head of hotels research at CBRE Group, noted that the trend reflects broader experimentation in the hospitality sector.
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By GlobalData“Some brands have been testing room rate structures inclusive or exclusive of breakfast, grab-and-go options, or programmes where complimentary breakfasts are only offered to loyalty members,” she said.
Premium hotel perks shift to other benefits
Luxury properties are also making adjustments. The St. Regis Macao, part of Marriott’s Bonvoy portfolio, removed free breakfast for Platinum, Titanium and Ambassador members as of 1 March.
Instead, guests are offered bonus points or local amenities, while those with high-tier status receive discounted breakfast.
According to Zach Demuth, global head of hotels research at JLL, the change reflects the preferences of premium travellers. “For luxury brands, giving top-tier loyalty members free breakfast really doesn’t do anything for that member,” he said.
Demuth added that the success of such pilot schemes may hinge on customer sensitivity to value. Guests at more budget-conscious properties, such as Hyatt Place, often prioritise price over in-house meals.
Offering flexible benefits may align more closely with what these guests want, he explained.
Breakfast remains a key factor for many guests
Despite the recent changes, industry analysts say free breakfast is far from disappearing altogether.
Rothman cautioned against reading too much into the trials. “Breakfast is a cost [for hotel brands], without a doubt, but it can also be a key differentiator and can create value through higher rates and higher occupancy levels,” she said.
CBRE data supports this view, showing that hotels offering complimentary breakfast have consistently outperformed those that don’t in terms of revenue per available room (RevPAR) since 2013.
Upper-midscale brands, in particular, have benefited from including breakfast, the report notes.
While some travellers may prefer to sample local cafés, many still consider hotel breakfast an important part of the stay.
As hotels respond to shifting preferences and economic pressures, the future of complimentary breakfast may depend on how well these new models balance guest expectations with operational costs.
