Table for one: as a hotel, how do you capitalise on the solo dining trend?

Almost half (48 per cent) of consumers in Belgium sometimes visit a restaurant alone for lunch or dinner, according to research conducted among a thousand consumers by entrepreneurial platform Lightspeed. Although the other 52 per cent prefer to do so in the presence of company, it may be clear that solo dining is by no means a taboo anymore. What are the reasons and how do you capitalise on this trend as a hotel entrepreneur?

Lightspeed's survey found that 42 per cent do so for relaxation and to take time for themselves. 24 per cent say they enjoy going out to restaurants alone, slightly less than one in five (18 per cent) when it comes to lunch at work. A small group of true restaurant lovers (17 per cent) go alone to try out new places, 14 per cent because they are travelling for work and 8 per cent do solo dining because it is easier for them to get a table for one at a popular restaurant. 

Restaurant-goers also enjoy themselves without tablemates. 41 per cent like to watch other people and almost half (48 per cent) enjoy being in peace and quiet. The smartphone or laptop is also often grabbed to read or answer emails (24 per cent), and a quarter (25 per cent) scroll on Instagram or Facebook. Some 24 per cent report choosing new dishes from the menu that they have not tried before. 13 per cent only eat out to meet new people and make connections.

Whatever the reason for eating out alone, no one likes to be treated separately as a solo guest, the Koninklijke Horeca Nederland once surveyed, together with the Hoge Hotelschool Maastricht. 73 per cent of respondents said they would eat out alone (more often) if catering establishments took their wishes into account. Hotel restaurants are pre-eminently places where solo travellers congregate, and therefore it can pay to create a pleasant environment in which they feel welcome.

Adapting your hospitality and service in an innovative way contributes to a better dining experience for solo guests, but can also have a positive impact on the atmosphere in your hotel's public areas. By creating cosy seating areas in corners, window sills or bar areas overlooking the kitchen or restaurant, solo guests feel less isolated and more at ease. Of course, there are also guests who want to combine their meal with work. They will make grateful use of strategically placed power outlets, or a dedicated work-and-dine zone in your restaurant.

For solo guests who want to connect with others, it can be fun to organise special meals around a large chef's table. This offers not only a meal, but also an experience where guests feel involved. A 'bar table' can promote social interaction between tablemates without the obligation of company, which can be an attractive middle ground for many.

Approaching solo diners without the assumption that other tablemates are on their way will make them feel comfortable. It is also important not to necessarily assume that guests who come alone want to be left alone. Being attentive to guests' needs applies to both single and multi-person tables. Don't forget the menu either: a varied range of smaller portions or tasting menus specially designed for one person (including small wine bottles) can be attractive options for single diners. 

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