The rise of vegan-friendly hospitality

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By Jennifer Glatt | Mint Pillow

Having turned Aruba into one of the most vegan-friendly islands in the Caribbean, Meredith Marin can tell you a thing or two about entrepreneurship and plant-based eating. As the co-founder and executive director of Vegan Hospitality, a U.S.-based nonprofit with global operations, she leads the company’s efforts to streamline hospitality F&B operations to cater to the growing demand for sustainable, plant-forward culinary programming. 

What are the key expectations of vegan or plant-based guests when they choose to stay at a hotel?

Vegan guests expect to be treated the same as any other guest, and that is both the problem and the solution. Vegan guests want on-menu options (More than one! For every meal of the day! And dessert, too!). They want to experience the enjoyment of eating chocolate cake, not watching their friends indulge while they lick their third lemon sorbet of the week. They want to feel understood and welcomed by well-trained staff members. And they want the option of laying their head down at night on a pillow that didn't require the plucking off of anyone's feathers. Most hotels already have these options available, they just haven't streamlined them yet. By keeping these options available by request only, they are doing a disservice to their guests as well as their staff, who may be underprepared to serve.

What is driving the shift toward vegan and plant-based options in hospitality?

Many factors are driving this shift, including the climate emergency and its impact on tourism, health and wellness trends as well as an increased awareness about the realities of animal agriculture. Overall, the shift in hospitality practices in response to these driving factors is coming from the impact these driving factors are having on revenue and compliance. Sustainability targets are increasingly shifting from goals to mandates, allergen protocols are shifting from niche customer service to streamlined necessity, and customers now expect their eggs to be cage-free. Hotels understand that there is no beach tourism without thriving coral reefs, and there is no F&B service when the younger generation of plant-forward diners can't find anything on the menu.

What kind of staff training or education is necessary to ensure seamless service for vegan guests?

We offer a streamlined staff training program through our hotel certification program for hotels that are already meeting our minimum standards for vegan-friendly guest services. This training is a 30-minute recording that is relevant to all staff, from back-of-house to marketing teams. For hotels that do not yet meet the standards, more education and support may be necessary in the form of menu audits and evaluations, in-person staff training at the leadership level and support with the creation of a vegan guest strategy or plant-forward pledge.

What challenges might hotel operators face when incorporating vegan-friendly practices?

The biggest mistakes hotel operators face are 1) adding too few vegan menu options, for example only having a main course but no appetizer or dessert, or adding dinner options but nothing for breakfast; 2) not optimizing the menu for profitability; and 3) not appropriately training staff, including marketing staff. The challenges that these mistakes and more cause are lost profits, disgruntled employees, poor reviews, and a mistaken belief that vegan options will never be successful at their property. Luckily, this missed opportunity can quickly be turned into a fulfilling experience with the proper support.

 Answers have been edited for brevity and clarity.

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