af&co. & Carbonate Debut 19th Annual Hospitality Trends Report and New Hospitality Marketing Playbook

The 2027 Hospitality Trends Report forecasts what's next in hospitality, while a special report, The Intelligence Era, shows brands how to stay relevant as AI reshapes guest discovery

SAN FRANCISCO, Nov. 10, 2026 /PRNewswire-PRWeb/ -- Award-winning agencies af&co., one of the country's top lifestyle/hospitality marketing and public relations firms, and Carbonate, a highly-regarded creative agency that builds, reinvigorates, and grows brands and hospitality concepts, have released their 2027 Hospitality Trends Report, alongside an all-new companion publication, The Intelligence Era: Rewriting the Hospitality Marketing Playbook. Together, the two reports combine forward-looking trend insights with modern marketing strategies to help hospitality brands anticipate what's next, stay relevant, and drive growth.

Now in its 19th edition, the annual Hospitality Trends Report forecasts the emerging influences in food, beverage, restaurants, hotels, and travel that will shape the industry in the year ahead. A trusted resource for identifying emerging trends and tracking those gaining mainstream momentum, the report examines what's resonating with guests, why it matters, and how hospitality businesses can capitalize on it.

Building on nearly two decades of trend forecasting and marketing expertise, af&co. and Carbonate are introducing a dedicated 2027 Marketing Report for hotels and restaurants. The Intelligence Era: Rewriting the Hospitality Marketing Playbook identifies how AI is transforming the way guests discover, evaluate, and choose where to eat, drink, and stay. Organized around three essential pillars—Relevance, Reputation, and Reach—the report provides actionable strategies for navigating the changing marketing landscape, building visibility and trust, and ultimately driving more guests through the door.

Key takeaways from this year's reports:

"The biggest story for 2027 is that the more technology becomes part of our everyday lives, the more people want to get out from behind their screens and have some fun," says Andrew Freeman, Founder of af&co. and Co-Founder of Carbonate. "We're seeing it in the return of supper clubs, the popularity of hands-on experiences, and the growing appeal of places with real personalities. People are watching what they spend, and they want to feel like they're getting their money's worth. I love seeing how creative operators are getting with specialty nights, unique programming, and offers that give guests more reasons to go out and come back again. At the end of the day, great hospitality is about making people feel special, creating memorable experiences, and giving them something they can't get at home."

"When someone is deciding where to eat, drink, or stay, the process of discovering and evaluating their options looks very different than it did even a few years ago," says Candace MacDonald, Co-Founder and Managing Director of Carbonate. "The fundamentals of good marketing still apply, but brands have to think differently about both how they stay relevant and how they get discovered. Understanding emerging trends helps fuel the kind of creativity that keeps a brand fresh and interesting, and understanding how AI is influencing the guest journey helps ensure those creative ideas reach the right people."

Get a preview of some of the year's most impactful trends below. The complete 80+ page 2027 Hospitality Trends Report and The Intelligence Era: Rewriting the Hospitality Marketing Playbook are now available for download for $65 each. (Purchase The Trend Report or The Marketing Playbook)

Dish of The Year: Steak Frites Is The Ultimate Value Flex

Steak Frites is finding new relevance—anchoring single-dish restaurant concepts, driving business on slow nights with special menus, and emerging as an accessible offering at high-end steakhouses.

Why Now: By featuring less expensive cuts of beef, hotels & restaurants can deliver an indulgent steak experience that feels very of the moment at a more approachable price point.

• Steak Frites by Meritage (St. Paul, MN) launched as a pop-up in January 2026 and became a permanent Wednesday-night offering following sold-out runs, featuring a $32 prix-fixe menu with steak, salad, bread, and unlimited fries. (photo; source, IG @meritage.stp)
• Bar Rosso (Cincinnati, OH) is a new "steak friterie" offering a $50 fixed-price menu featuring sourdough focaccia, chrysanthemum salad, and steak frites, with the option to add chocolate mousse for $5. (photo; source, IG @barrossocincy)
• Badmaash (Venice, CA) introduced a new steak frites with masala-spiced au poivre at its newest location, bringing an Indian-inspired twist to the French classic. (photo; source, IG @badmaashla)

Cuisine of the Year: Thai

Twenty-five years after Thailand launched its Global Thai gastrodiplomacy program to promote Thai restaurants overseas, Thai cuisine is experiencing a renaissance in America. Today's Thai restaurants are increasingly specific, showcasing the remarkable diversity of the cuisine across regions, traditions and formats—from Bangkok street food to elaborate royal tasting menus.

Why Now: After decades of growing familiarity with Thai flavors, American diners are ready to explore the cuisine more deeply, creating opportunities for chefs to spotlight regional traditions and lesser-known dishes.

• Payakk (Oakland, CA) bills itself as a Thai supper club firmly rooted in technique and tradition, but with an eye towards sustainability and California produce. (photo: Chilean Sea Bass Turmeric Curry; credit, Eddie Gonzalez)
• Hed NYC (New York, NY) is a new modern Thai fine dining restaurant. Meals are presented over a 5-course sharing progression, with multiple dishes served throughout the main courses, offering a variety of selections across different flavors, textures, and regional influences. (photo:Khanom-Jean Saw Nahm; credit, Liz Clayman)
• Saam (San Francisco, CA) is a new restaurant from chef Thitid "Ton" Tassanakajohn, of Michelin-starred Le Du and Nusara in Bangkok.

Drink of the Year: Martini Highballs

The martini's latest evolution takes the classic cocktail in a lighter, more refreshing direction combining its familiar flavors and sophistication with soda, tonic, or other sparkling mixers for a more sessionable take on the beloved drink.

Why Now: As the martini craze converges with growing demand for lighter, lower-ABV drinking experiences, these long-format martinis fit a more modern, mindful approach to drinking without sacrificing the ritual or appeal of the classic.

• The Snug (San Francisco, CA) offers a Martini Highball made with The Botanist gin, tarragon-infused extra-dry vermouth, olive brine, saline, tonic, and lemon oil. (photo; credit, Maxwell Salvati)
• Orion Bar (Brooklyn, NY) serves a Dirty Martini Highball with gin, olive bring, yuja, kelp, shitake, lemon, vermouth, sherry, gentian, and bubbles (photo; credit, Orion Bar)
• Schmuck (New York, NY) has offered a Dirty Martini & Tonic, pairing a classic dirty martini with tonic water and garnishing it with olives and lemon peel.

Dessert of the Year: Mango Sticky Rice

Mango sticky rice is breaking out of Thai restaurants. Its mix of sweet mango, creamy coconut, and chewy rice now shows up in sundaes, doughnuts, cream puffs, smoothies, coffee drinks, and cocktails across the country.

Why Now: Growing enthusiasm for Thai cuisine, coupled with consumers' appetite for globally inspired sweets and contrasting textures, is turning mango sticky rice into a versatile source of culinary inspiration.

• Bibble & Sip (New York, NY) offers a Mango Sticky Rice Cream Puff that transforms the classic Thai dessert into a bakery treat. (photo; credit, Gary Chan)
• Sergeant Ma (San Francisco, CA) serves a Coconut & Mango semifreddo (photo; credit, Hardy Wilson)
• Mecha (10 U.S. locations) serves a Mango Sticky Rice cocktail made with cachaça, pandan liqueur, coconut, mango, and lemon. (photo; credit, Meghan Olson)
• Cafe Panna (Brooklyn & New York, NY) introduced a limited time, viral Mango Sticky Rice Sundae in collaboration with Laab Bar featuring mango ice cream with coconut caramel, mango coulis, toasted coconut, panna, and Laab Bar coconut sticky rice arancini (photo; credit, Caffe Panna x Laab Bar by Kru)

Flavor of the Year: Guava

Long beloved across Latin America, the Caribbean, Hawaii, and parts of Asia, guava is finding new fans thanks to its fragrant, floral flavor, pleasant sweetness, and vibrant pink hue. From pastries and desserts to coffee, cocktails, and savory dishes, guava is proving to be one of the most versatile ingredients of the moment.

Why Now: As diverse global culinary influences continue to shape American tastes, guava's familiar-yet-discoverable flavor profile, visual appeal, and cross-category versatility make it primed for a breakout.

• Jac's on Bond (New York, NY) serves a Guava Olive Oil Pie with whipped cream cheese. (photo; credit, Lizzie Munro)
• Mirate (Los Angeles, CA) features the El Escándalo, a two-layered cocktail combining two drinks from their menu, coconut, pineapple, guava ponche, and rum on top, with strawberry, chamoy, lime, and mezcal on the bottom. (photo; credit Robert Campbell)
• Sol Bakery's (San Francisco, CA) Guava Tart was called one of the "Best Desserts in America" by The New York Times (photo; source, IG @sol___bakery)
• Grand Coffee (two locations in San Francisco, CA) offered the limited-time Pineapple Express, a cold brew creation with guava syrup, guava caramel, and juniper-ginger whip inspired by the Sol Bakery Guava Tart.

U.S. Food City of the Year: New Orleans

New Orleans has long been one of America's great food cities, but a new generation of chefs is bringing fresh energy to its legendary dining scene. Drawing on influences from West Africa, Mexico, and Southeast Asia, they're creating exciting new experiences while honoring the city's rich culinary heritage.

Why Now: Recent national accolades are shining a spotlight on the breadth and creativity of New Orleans' evolving dining scene.

• Dakar NOLA - Following two James Beard Awards (Best New Restaurant in 2024 and Best Chef: South in 2026), chef Serigne Mbaye, also named to the 2024 TIME100 Next list, reopened his Senegalese-Louisiana restaurant in a new location with à la carte options alongside its communal tasting menu. Dakar NOLA also earned its first Michelin star and ranked No. 4 on North America's 50 Best Restaurants list in 2026. (photo; source, IG @dakarnola)
• Dolfy's opened in March 2026 to much acclaim, already earning a position on The New York Times' 2026 list of America's best restaurants for its Iberian-Basque cuisine. (photo; credit, Kat Kimball)
• Emeril's - Chef E.J. Lagasse took the reins of his father's flagship, becoming the youngest chef to lead a two-Michelin-star restaurant in November 2025. Since then, Emeril's has welcomed guests from 41 countries with dishes like Oyster Stew with Herbsaint Cream, Foie Gras and Honshimeji Mushroom. (photo; credit, Randy Schmidt)

Kohlrabi

Kohlrabi is emerging as an unlikely star on some of the country's most exciting restaurant menus. Its mild flavor and crisp texture make it a versatile canvas for chefs, who are shaving it into delicate ribbons, pickling and fermenting it, or grilling and roasting it to bring unexpected depth to dishes.

Why Now: As chefs look beyond familiar produce for ingredients that deliver freshness, texture, and versatility, kohlrabi offers an opportunity to surprise diners while complementing bold, globally inspired flavors.

• Firstborn (Los Angeles, CA) serves a Terrine of Lamb Neck & Cilantro with fermented kohlrabi, poached fig, mala vinaigrette. (photo; credit, Kenzo Han)
• Kann (Portland, OR) features crisp kohlrabi in a Hiramasa crudo with green apple ice, mint, and grape. (photo; credit, Dan Newman)
• Cauponor (Nashville, TN), named to The New York Times' 2026 Restaurant List, serves kohlrabi cooked in brown butter with spruce gelée. (photo; credit, Zach St. Ward)
• Crustacean (San Francisco, CA) reinvents the classic Caesar with crisp kohlrabi shaved in long ribbons, furikake, Vietnamese black pepper, and parmesan snow. (photo; credit, Crustacean)

Tea as a Multi-Category Beverage Platform

Tea is no longer just a beverage category. It's becoming a versatile platform for innovation across the drinks industry, showing up in everything from alcoholic RTDs, beer, and spirits to functional beverages and sophisticated, alcohol-free alternatives to wine.

Why Now: Its versatility makes it equally appealing to consumers seeking a refreshing alcoholic drink, a wellness-focused functional beverage, or a complex, alcohol-free pairing.

• Alcoholic tea-based drinks are one of the fastest growing categories in RTDs, with over 20 new skus introduced in 2026, including four from Lipton and four from Mom Water (photo; credit, Mom Water and Wonderkind Co)
• Meirya transforms tea into different products including a Jasmine Tea craft beer and Green Tea craft beer. (photo; credit, Meirya)
• Yoshi Matcha Liqueur claims to be the first premium spirit blending ceremonial grade matcha with oat milk. (photo; source, IG @drinkyoshi)
• Susurrus Sparkling Teas are single-origin teas showcasing terroir, purity, and nuance, increasingly found in restaurants as part of their non-alcoholic beverage pairings. Flavors come in Magnolia Oolong and Osmanthus Golden Tip. (photo; credit, Emma Kruch)

Cold Foam Leaps From Coffee To Cocktails

For years, coffee has been borrowing from cocktail culture—balancing bitter and sweet, adding elaborate garnishes, and embracing unexpected flavors and studied techniques. Now, bartenders are returning the favor, borrowing one of coffee's most ubiquitous finishing touches: cold foam.

Why Now: Cold foam gives bartenders a new tool for creative experimentation, adding layers of flavor, texture, and visual interest that elevate familiar cocktails and create entirely new possibilities.

• Sonder (Santa Ana, CA) the cocktail menu at this South-East Asian hi-fi bar includes the Karma Chameleon, a riff on a strawberry matcha latte, with strawberry infused vodka, Lillet, and matcha cold foam. (photo; credit, Poolside Agency)
• Ligaw (New York, NY) Serves a Cherry Cola Float, a clarified drink with shochu, cherry cola, vanilla ice cream, and amaro foam. (photo; source, IG @ligawnyc)
• The Perfect Purée, the leading U.S. producer of premium fruit purées and syrups, introduced Fruit Foam™ in early 2026, a stable vegan fruit-based foam providing pure fruit flavor with an airy texture that holds up in drinks without "melting" or losing volume. (photo; credit, The Perfect Purée)

The Increasing Overlap of Wellness & Alcohol

The lines between alcohol and wellness are blurring as brands introduce spiked prebiotic sodas, wine spritzes with electrolytes, and sports drink-inspired cocktails. These products borrow ingredients and positioning from functional beverages, giving alcoholic drinks a perceived health halo.

Why Now: As consumers seek beverages that fit different occasions and lifestyles, brands are finding new opportunities at the intersection of alcohol, hydration, and functional drinks, creating products that defy traditional beverage categories to capture more of their spending.

• Stateside Brands, the makers of Surfside, launched Super Lyte, expanding their still vodka-based RTDS with a new line of sports drink inspired flavors, including: fruit punch, orange, lemon lime and blue chill. Each can is 90 calories and 4.5% alcohol, with no added sugar. (photo; credit, Stateside Brands)
• Sauvy B Wine Spritz is a new Sauvignon Blanc spritz made with Joel Gott Sauvignon Blanc and added electrolytes, in grapefruit or lime flavors. (photo; credit, Sauvy B)
• PopSips is a spiked prebiotic soda made with apple cider vinegar, cold-brewed fermented sugar cane, and 2g of plant based fiber that comes in Raspberry Rose and Ginger Lime flavors. Each can is 90 calories and 6% alcohol. (photo; source, PopSips website)

The New Luxury All-Inclusives

A growing number of upscale, luxury, and lifestyle hotel brands are entering the category for the first time, while others are transforming existing properties to embrace the model.

Why Now: Even affluent travelers want to feel they're getting their money's worth, and the appeal of transparent pricing and a seamless vacation experience is helping luxury brands reimagine what all-inclusive can mean.

• Mondrian Cancún (Cancun, Mexico) Opened in August 2026 as Mondrian's first all-inclusive. (photo; credit, Mondrian Cancun)
• Waldorf Astoria Riviera Maya (Riviera Maya, Mexico) transitioned to all-inclusive in October 2026, offering oceanfront privacy, dedicated concierges, chef-led dining ,and curated cultural experiences. (photo; credit; Waldorf Astoria)
• JW Marriott Costa Elena Resort & Spa (Guanacaste, Costa Rica) Debuted in September 2026 as JW Marriott's first all-inclusive, emphasizing holistic wellness and elevated dining inspired by Costa Rican culture and ingredients. (photo; credit, JW Marriott)

Longevity Wellness

Hotels and resorts are moving beyond traditional massages and facials to offer increasingly personalized, longevity-focused wellness experiences, from biomarker testing and advanced health assessments, to recovery therapies and tailored nutrition programs.

Why Now: As travelers shift their focus from simply living longer to maintaining their health and vitality as they age, hotels are responding with experiences that combine the restorative appeal of travel with the growing science of longevity.

• Canyon Ranch (Tucson, AZ) offers LONGEVITY8™, a physician-guided retreat featuring 18 one-on-one consultations, more than 15 diagnostic tests assessing over 200 biomarkers, and personalized plans with post-stay follow-up. (photo; source, Canyon Ranch website)
• Santa Monica Proper Hotel (Santa Monica, CA) partnered with longevity platform Hundred Health to offer blood testing measuring more than 160 biomarkers, alongside recovery technologies and sleep-focused accommodations. (photo; source, Santa Monica Proper website)
• Carillon Miami Wellness Resort (Miami, FL) promises "a holistic approach that integrates the latest cutting-edge science." Its on-site wellness center, the biostation, offers everything from IV therapy and hormone optimization, to in-depth diagnostic testing and medical aesthetics. (photo; source, Carillon Miami Wellness Resort website)
• Murrieta Hot Springs Resort (Murrieta, CA) has offered an Energy Retreat specifically positioned around resilience and longevity, which included a Vitality Cold Plunge, Sauna Aromatherapy, Clay Cove, along with geothermal soaking. (photo; credit, Murrieta Hot Springs Resort)

ABOUT af&co.

af&co. is an award-winning lifestyle marketing and public relations agency headquartered in the San Francisco Bay Area, with offices in Los Angeles and clients spanning coast to coast. Known for its forward-thinking approach, the agency combines creative and strategic consulting, marketing, and public relations to deliver results that go far beyond the traditional agency model. With more than 500 successful hospitality and lifestyle concept launches and ongoing marketing services for hundreds more, af&co. has built a reputation as a trusted leader in the industry, leading to the agency's 20th Anniversary in 2025. af&co. focuses on what it is most passionate about - hotels & resorts, restaurants & chefs, lifestyle brands, wine & spirits, and travel & destinations - helping clients bring bold ideas to life while driving lasting impact. Follow along @afandco.

ABOUT Carbonate

Carbonate is a creative agency that builds, reinvigorates, and grows brands and hospitality concepts. Specializing in food, beverage, restaurants, hotels & hospitality tech/B2B, Carbonate's services include brand strategy, identity development, trend insights, design, and integrated brand communications. Prior to launching as an independent company, Carbonate was a division of San Francisco-based af&co. Together af&co. and Carbonate produce an annual Hospitality Trends Report, with insights consistently cited by outlets including The New York Times, Forbes, and more. Carbonate also produces Insight Out, a weekly insights publication dedicated to emerging hospitality & branding trends. Carbonate was ranked #45 on the 2025 Inc. Regionals: Midwest list—the most prestigious ranking of the fastest-growing private companies in the Midwest. Follow along @carbonategroup.

Media Contact

Ashley Martinez, Carbonate, 1 7579279933, [email protected], http://www.carbonategroup.com/

SOURCE Carbonate