Bespoke banquet business: How modern day banqueting is exceeding expectations

Banquets are one of the most reliable moneymakers for hotels. They also need to meet or exceed high expectations in quality and experience.

One of the biggest trends in banqueting nowadays is personalization. “Guests seek experiences that reflect their unique preferences, creating a deeper connection and leaving a lasting impression,” said Patrick Berwald, SVP of food and beverage for EOS Hospitality. He cited weddings as one example, oftentimes outfitted with customized party favors, personalized event schedules and tailored menus that help elevate the occasion. “This level of customization extends beyond social events to corporate functions, where curated experiences create more meaningful engagement,” he continued.

The demand for personal detail comes with a heightened awareness of value and purpose. Clients may not be as cost-conscious as in the past couple of years, but they are more intentional about where they allocate budget, balancing both experience and efficiency. “Lavishness is still in demand, but it’s now accompanied by a desire for authenticity and impact—whether through hyper-personalized service, sustainability initiatives or immersive, locally driven experiences,” said Berwald.

It’s not just guests who require the ultimate level of customization; hotels also look for it with their vendor partners. “Banquets remain one of the most profitable hotel operations, delivering consistent revenue year-on-year. Because of this, top luxury hotels are willing to invest in the right equipment to guarantee successful banquet operations and long-term success,” said Alex Polidoros, global sales director at IHS Design, a designer and manufacturer of F&B operating systems for conferences and banquets. “Luxury hotels understand that to compete in today’s market, they must stand out and focus on the finest details. The days of standardized stainless-steel stations are in the past, and they’re now willing to invest more in tailored banquet furniture that aligns with their brand identity and sets them apart from competitors.” 

The next level for hotel banqueting is where personalization meets ancillary revenue. Hotels can capitalize on guests’ desire for extraordinary and curated experiences by offering off-site excursions, interactive F&B experiences, such as build-your-own and chef-crafted menus, and charitable activities, such as meal-packing events. For instance, Isla Bella Beach Resort, in Marathon, Fla., owned and managed by EOS Hospitality, partners with Conch Republic Marine Army, which organizes mangrove cleanup efforts, allowing guests to participate in environmental restoration efforts while attending events at the resort. 

Quiet luxury, maximum efficiency

Boiling it down to the technical aspects, banquet setups that increase efficiency, generate return on investment and reduce storage footprint, while blending seamlessly with existing décor, are the preference. Consider linen-free banquet setups, which are becoming the new standard in luxury venues worldwide, eliminating dry cleaning costs, reducing water waste and streamlining operations, said Polidoros. 

Another major trend is mobile, live-cooking action stations, designed to meet the chef’s specific service needs, bringing the theatrics of the kitchen onto the banquet to create an engaging, interactive dining experience that captivates guests and helps hotels stand out in a competitive market. 

Aligning with this mindset are companies like Germany-based WMF Professional and HEPP, which note that sustainable materials and minimalist designs are in high demand. Both companies offer products such as modular buffet systems, several styles of cookware series and cutlery in trendy colors and natural materials, aiming for the modern and chic-yet-functional feel. “This combination enables hoteliers to create stylish and functional buffets that offer guests a first-class experience,” said Kai Zimmermann, manager of global key account management at HEPP & WMF Professional. 

Tech-savvy gatherings 

Technology is taking modern banquet planning to a new level. For instance, it can help enhance the guest experience by providing nutritional content, tracking product sourcing and enabling real-time menu customization. “Polling technology allows guests to pre-select menu options and dietary preferences, enabling banquet teams to prepare more efficiently and deliver a seamless service experience,” said Berwald. 

That’s not all. Consider Hilton Barbados Resort, which utilizes a Meeting Simplified booking process, a service that allows guests to book and contract all key arrangements for small meetings. “With the ability to conduct virtual site inspections, technology now grants clients the opportunity to see an entire property and event spaces without having to be on island,” said Teresa Nicholls, director of catering and events at Hilton Barbados Resort. “In addition, our main booking system is now available online, which allows team members to access key programs anytime, anywhere.” 

Staff training

Delivering an impeccable experience for a small group of guests is one thing, but executing the same level of service for hundreds requires rigorous training and preparation. For EOS Hospitality, the approach includes pre-event meetings, leveraging historical group data and equipping team members with guest intelligence to anticipate needs. 

At Hilton Barbados Resort, access to tools and information is crucial. “There is a wealth of information that is shared weekly and monthly, best practices collateral made available for specific focus areas, career training opportunities, as well as on-the-job learning, just to name a few. As we work closely together, we learn from a wealth of knowledge and skills that are shared, out-of-the-box ideas and alternative methods that contribute to the success of the banquet experiences we deliver,” said Nicholls.  

Overcoming challenges

Talent sourcing and maintaining a high degree of service remain primary challenges in the hotel industry, which affects banqueting planning. To face this, some practices include developing in-market partnerships for shared labor pools, establishing strong relationships with talent agencies and investing in ongoing training, all while offering employee-centric benefits.  

From a budgeting angle, it’s the hotels who trim the fat of their banqueting budgets who most likely stand to lose, said Polidoros. “We haven’t seen significant pressure on pricing, suggesting the market has adjusted. However, only new hotels with outdated pre-COVID budgets face this challenge. If these properties don’t revise their budgets and opt for lower-tier equipment, they’ll eventually need to reinvest, straining their own finances or passing the cost onto others in the future.”