Hyatt Redefines Culinary Consciousness

In a world where indulgence and mindfulness often seem at odds, Hyatt Hotels Corporation is charting a new path with its ”BE FOODIE: MINDFUL INDULGENCE” campaign in Thailand running from now until 7 December, 2024. Announced across its eight properties, including the iconic Park Hyatt Bangkok and the serene Hyatt Regency Phuket Resort, this initiative aims to bridge the gap between enjoying rich, flavourful meals and maintaining a commitment to wellness.

Post-COVID, there has been a noticeable shift in how people approach their health, especially in the realm of food. Consumers are now more aware of what they eat, and anecdotal evidence points to an increase in food sensitivities and allergies. Guests are seeking dining options that not only taste great but are also mindful of their dietary needs. From gluten intolerance to lactose sensitivity, guests are increasingly asking for alternatives that meet their health requirements without sacrificing flavour. Hyatt’s mindful approach ensures that its menus cater to these emerging dietary needs, offering guests peace of mind while enjoying a luxurious dining experience.

At the Grand Hyatt Erawan, Christophe Sadones, vice president of food & beverage, events & product development for Hyatt Hotels and Resorts Asia Pacific, elaborates on the philosophy behind the campaign. “At Hyatt, we believe that dining should be a source of both pleasure and nourishment. We wanted to create an experience that combines the joy of indulgence with thoughtful eating,” says Sadones.

A Thoughtful Revolution
The initiative is more than just a marketing campaign; it’s a holistic approach to dining that reflects the growing global interest in mindful consumption. “Food. Thoughtfully Sourced. Carefully Served,” is Hyatt’s guiding philosophy and in the kitchen, the chefs have paired up with certified nutritionists like Sandra Lim, to craft menus that balance flavour with wellness. Lim is enthusiastic about her role in helping craft the menus across the properties. “Mindful eating isn’t about deprivation,” she explains. “It’s about transforming indulgence into something that makes you feel good – both mentally and physically. We’ve incorporated whole grains, plant-based proteins, and seasonal vegetables into many traditional dishes to strike that perfect balance.”

The result? Dishes that are as satisfying as they are nutritious. Picture a classic Pad Thai reimagined with whole-grain noodles, or a buckwheat crêpe suzette topped with antioxidant-rich berries. Even the indulgent mango sticky rice – an emblematic Thai dessert – has been given a mindful makeover, with reduced sugar and added fibre. Meanwhile, for those seeking comfort food with a healthy twist, there are whole-grain pizzas featuring organic local vegetables.

The Wellness Boom
Hyatt’s campaign arrives at a moment when wellness-focused dining is gaining momentum worldwide. A report by Data Bridge Market Research reveals that the global health food market is expected to grow to $1.82 trillion by 2031. With more diners opting for minimally processed, transparent, and sustainably sourced foods, Hyatt’s timing could not be more appropriate.

The company’s efforts are part of a broader shift toward wellness in the luxury hospitality sector. As more travellers seek experiences that align with their health and environmental values, luxury hotels are rethinking their menus. “Our guests are more conscious than ever about what they eat and where it comes from,” Sadones explains. “They want to know that they can indulge without guilt, and that their choices are good for them and for the planet.”

Voices of Change
Hyatt’s “BE FOODIE: MINDFUL INDULGENCE” campaign has already garnered support from notable figures in Thailand. Actress Kaew Jarinya Sirimongkolsakul, who embraced a vegan lifestyle with her husband, is an enthusiastic advocate. “As more people in Thailand become aware of chronic diseases and the importance of a healthy diet, I’ve noticed a significant shift towards fresh, home-grown produce and nutritious dining options,” she shares. The ‘Be Foodie: Mindful Indulgence’ campaign allows us to indulge in comforting flavours without compromising on nutrition.”

Two-time taekwondo Olympic champion Panipak ‘Tennis’ Wongpattanakit echoes this sentiment, adding her perspective as an elite athlete. “Balanced nutrition and conscious food choices are essential for my mental and physical health,” she says. “I appreciate that Hyatt is offering meals that support my training while still being delicious. It’s not easy to find that balance.”

Mindful Eating Meets Culinary Art
Behind Hyatt’s campaign lies a delicate fusion of culinary artistry and nutritional science. From the first bite to the last, guests can expect a thoughtful journey that transcends mere dining. “We are bringing together talented chefs, nutritionists, bartenders, and wellness experts to create meals that leave our guests feeling nourished and satisfied,” Lim explains.This care extends to the beverages as well. Guests can enjoy a range of low-alcohol and zero-alcohol drinks, designed to complement their mindful meals. From antioxidant-packed smoothies to herb-infused cocktails, the beverage program ensures that wellness is a holistic experience.

But it’s not just about personal wellness – Hyatt’s approach also addresses environmental sustainability. Properties like Hyatt Regency Koh Samui and Hyatt Regency Hua Hin source much of their produce locally, with seafood, herbs, and vegetables coming directly from nearby communities. By reducing food miles and supporting local farmers, Hyatt is making strides toward a more sustainable future for the hospitality industry. “Dining at Hyatt is more than just a meal; it’s an experience that reflects our commitment to the well-being of both our guests and the planet,” Sadones notes with a smile. “We’re helping our guests make more mindful choices – without sacrificing the flavours they love.”

A Lasting Impact
The “BE FOODIE: MINDFUL INDULGENCE” campaign is now live across eight of Hyatt’s properties in Thailand, including Park Hyatt Bangkok, Grand Hyatt Erawan Bangkok, and Hyatt Regency Phuket Resort. Through thoughtful preparation and a commitment to sustainability, Hyatt is setting a new standard for luxury dining in the region.

For diners, it’s not just about eating well – it’s about feeling good in every sense of the word. In a world that demands balance, Hyatt has created a culinary experience that indulges both the body and mind, all while remaining rooted in the flavours of Thailand. Mindful indulgence has never tasted this good.For those looking to explore this mindful indulgence, an exclusive treat awaits: December 7, 2024, LINE World of Hyatt Friends members can enjoy up to 20% off meals at Hyatt hotels in Thailand. To learn more click: https://www.hyatt.com.