The End of Free Breakfast? How Hotels Are Rethinking a Long-Standing Perk
For decades, the complimentary hot breakfast has been a cornerstone of the American hotel experience. From bustling Holiday Inns to family-friendly Hampton Inns, the 8 a.m. Breakfast rush – a mix of pajama-clad children, hurried parents, and business travelers – has been a familiar sight. But this tradition is facing economic pressures and evolving business models, leading hotels to reconsider whether the free breakfast is a sustainable offering.
The Rising Costs of a Beloved Amenity
Hotels are increasingly scrutinizing costs, and the free breakfast, once considered a “sacred cow,” is now viewed by some operators as a potential money pit. Hyatt Hotels, for example, removed complimentary breakfast from 40 of its Hyatt Place properties last year. Holiday Inn, owned by IHG, shifted to a buffet-only model, eliminating a la carte options to reduce labor and food waste. This reflects a broader trend within the lodging industry to identify areas for cost reduction, extending beyond breakfast to housekeeping frequency and in-room amenities.
A Loyalty Play Under Pressure
According to Curtis Crimmins, CEO of Roomza, the free breakfast historically served as a “loyalty play” – a loss leader designed to encourage sign-ups, repeat bookings, and brand loyalty. However, once it becomes an expectation rather than a delightful surprise, its value diminishes. The rise of “Grab and Go” breakfast options signals this shift, suggesting hotels are seeking alternatives to the traditional buffet model.
The K-Shaped Economy and the Luxury Traveler
The current economic landscape, characterized by a “K-shaped” recovery, is also influencing hotel strategies. Marriott International CEO Anthony Capuano noted that while economic headwinds exist, consumers continue to prioritize travel and experiences, with luxury travel being a particularly bright spot. This allows some hotels to cater to a more affluent clientele who may be less reliant on complimentary breakfast.
Changes in Loyalty Programs and Breakfast Perks
Marriott has already made changes to breakfast offerings at some overseas luxury locations, such as The St. Regis Macao, replacing free breakfast for top-tier loyalty members with bonus points or discounted rates. While Marriott maintains that widespread changes to complimentary breakfast are not currently planned, individual hotel operators may be making their own decisions.
What Guests Expect
Despite the cost concerns, the majority of travelers still expect a free breakfast. A 2025 JD Power study found that 78% of hotel guests who partake in food and beverage services eat breakfast at the hotel, with only 8% of those paying for it. At upper midscale and midscale hotels, nearly half of guests (47%) consider complimentary breakfast a “need-to-have” amenity.
Different Brands, Different Approaches
Not all hotel chains are abandoning the free breakfast. Best Western CEO Larry Cuculic stated that offering complimentary breakfast remains a key part of their guest experience, driving value, loyalty, and repeat business. Holiday Inn Express also reaffirmed its commitment to the perk, recognizing its importance to travelers.
The Impact on Travel Planning
For travelers like Aimee Misovich, a Hilton Honors member, the availability of free breakfast is a significant factor in their hotel selection. She appreciates the variety offered at Embassy Suites, Homewood Suites, and Hampton Inn, and hopes Hilton continues to offer this amenity.
The Future of the Hotel Breakfast
Experts predict a more segmented breakfast model. Luxury hotels are likely to continue phasing out free breakfast, while mid-tier hotels may explore options like breakfast credits, optional add-ons, or targeted inclusion through packages and loyalty programs. Hotels will increasingly focus on demonstrating value in other ways if they reduce or eliminate complimentary breakfast.
Mitchell Murray, CEO of Station House Inn, notes that free breakfast can account for roughly 5% of total revenue, including labor costs. He believes that many operators are questioning whether the breakfast offering generates a corresponding increase in revenue or bookings.
FAQ
- Is free breakfast disappearing from hotels? It’s becoming less common, particularly at higher-end hotels, as operators seek to cut costs.
- Which hotel chains are making changes to their breakfast offerings? Hyatt Hotels and Holiday Inn have recently made adjustments, while Best Western and Holiday Inn Express remain committed to complimentary breakfast.
- What are hotels doing instead of free breakfast? Some hotels are offering breakfast credits, optional add-ons, or shifting to a buffet-only model.
- Is free breakfast still important to travelers? Yes, a significant majority of guests still value complimentary breakfast, especially at midscale and upper-midscale hotels.
Pro Tip: Before booking your next hotel stay, check the property’s breakfast policy to avoid any surprises. Consider whether the cost of a paid breakfast outweighs the convenience of a complimentary option.
What are your thoughts on the future of the hotel free breakfast? Share your experiences and opinions in the comments below!
