Cover Accommodation may draw you in with its amenities, but it’s the taste and emotion of the cuisine at the dining table that lingers
Accommodation may draw you in with its amenities, but it’s the taste and emotion of the cuisine at the dining table that lingers
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Accommodation may draw you in with its amenities, but it’s the taste and emotion of the cuisine at the dining table that lingers
Beyond seasonal promotions, cuisine is a long-term strategy to build meaningful, multi-layered relationships with guests. On a global scale, Kimpton’s 2025 culinary trend report reveals a striking shift in the F&B industry—not just in techniques and ingredients, but in the emotional resonance of food itself.
Today’s consumers want more than reward points. According to research by Comarch, 70 per cent of US customers seek personalised offers, and 74 per cent say they would spend more when they feel genuinely valued. Industry trailblazers like Starbucks have even brought blockchain, augmented reality and NFT technology into their loyalty apps to craft one-of-a-kind rewards.
In the hospitality world, food and beverage is no longer a secondary service but a key pillar of brand loyalty. A thoughtful gift with dinner or a bespoke menu may seem small, but these gestures signal attentiveness and care. More brands are moving away from rigid, points-based models towards immersive experiences that place emotional connection at the forefront.
See more: The 1-3-5 rule that every restaurant needs to know by heart to retain customers’ “emotions”
Above Beyond discounts and points, hotel brands are redefining loyalty through emotion and authentic engagement (photo: Regent Phu Quoc)
Beyond discounts and points, hotel brands are redefining loyalty through emotion and authentic engagement (photo: Regent Phu Quoc)
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Beyond discounts and points, hotel brands are redefining loyalty through emotion and authentic engagement. Marriott, for example, has broadened its offering with “Moments,” allowing members to trade points for local experiences, from heritage cooking classes to intimate live performances. Four Seasons takes a more personal approach, remembering guests’ favourite dishes and familiar preferences so that each return feels like a warm homecoming.
In Asia, IHG Hotels & Resorts is elevating its loyalty game with the “Sizzling Summer Fest” culinary event, connecting top regional chefs with IHG One Rewards members. More than just dining, it is a moment where the culinary, travel and lifestyle worlds come together in a single, shared experience.
But points alone don’t define the experience. What sets IHG apart is its focus on memory: how each meal can delight not just the palate, but the senses, leaving behind an impression that lingers long after the final course.
Oku: opening the senses
Oku is the heart of Regent Phu Quoc’s culinary vision, a sensorial journey where creativity is the secret ingredient and flavour is elevated to art. The concept presents a distinctive take on Vietnamese cuisine, drawing from the refinement of the French-style Salon de Boeuf and the precision of the Japanese Omakase Atelier. The result is an extraordinary fusion that invites diners to explore something entirely original.
Above The space at Oku is perfect for savouring sashimi (photo: Regent Phu Quoc)
Above Salon de Boeuf, where premium cuts are showcased and prepared to order (photo: Regent Phu Quoc)
The space at Oku is perfect for savouring sashimi (photo: Regent Phu Quoc)
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A modern interpretation of classic brasserie elegance, Oku’s menu blends Japanese finesse with French indulgence, where refined ingredients and honest flavours come together in a rich culinary narrative. Under the skilled hands of its chefs, every dish is an emotional expression, rooted in experience and driven by passion.
This summer, the restaurant is offering 20 per cent off its Omakase menu, à la carte dishes and non-alcoholic beverages (for bills from VND2,500,000), as part of the Sizzling Summer Perks programme.
Above Under the skilled hands of its chefs, every dish is an emotional expression, rooted in experience and driven by passion (photo: Regent Phu Quoc)
Above Under the skilled hands of its chefs, every dish is an emotional expression, rooted in experience and driven by passion (photo: Regent Phu Quoc)
Under the skilled hands of its chefs, every dish is an emotional expression, rooted in experience and driven by passion (photo: Regent Phu Quoc)
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Ember & Sip: where aroma and taste meet
When in Hoi An, gourmands are greeted by Ember & Sip with the lively flavours of a youthful, creative barbecue culture, set against the charm of the ancient town and the pulse of spontaneous music. Tucked on the ground floor of Wing 2 at Moire Hoi An Hotel, part of the Vignette Collection, Ember & Sip sits beside the pool, framed by a breezy, open-air setting. Here, guests can stretch out on vibrant beanbags by the water’s edge, evoking the laid-back feel of a backyard barbecue in the heart of a coastal getaway.
See also: Food fermentation in Asia: a culinary atlas of pickles, pastes and probiotics
Above Consistently recognised by Wine Spectator and Asia’s Luxury Steakhouse, Ember & Sip presents a variety of dining experiences this summer (photo: Ember & Sip)
Consistently recognised by Wine Spectator and Asia’s Luxury Steakhouse, Ember & Sip presents a variety of dining experiences this summer (photo: Ember & Sip)
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The food at Ember & Sip Hoi An is a spirited blend of American grilling techniques and bold Asian flavours, with a special nod to Korea. Signature dishes include smoky Cu Lao shrimp, tender pork ribs glazed with rich sauce, US Black Angus Tomahawk steak, and perfectly cooked Cua Dai squid, each one retaining its natural sweetness. Prepared fresh on-site, the dishes release an irresistible aroma. Expertly grilled, the meats are succulent, flavourful, and surprisingly light. For those seeking indulgence, the restaurant is offering a “buy 1 get 1 free” Tomahawk Steak promotion for bills of US$400 or more.
Above Smoky, subtly spicy, savoury and sweet, each slice becomes a harmonious composition of flavours (photo: Ember & Sip)
Above Smoky, subtly spicy, savoury and sweet, each slice becomes a harmonious composition of flavours (photo: Ember & Sip)
Smoky, subtly spicy, savoury and sweet, each slice becomes a harmonious composition of flavours (photo: Ember & Sip)
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There’s also a playful take on pizzas, fusing Asian and European inspiration. Bulgogi and Cu Lao seafood toppings offer a fresh twist, balancing freedom of expression with refined technique. Smoky, subtly spicy, savoury and sweet, each slice becomes a harmonious composition of flavours, capturing the distinctive essence of Ember & Sip in the heart of Hoi An.
Stellar Steakhouse: the art of culinary sublimation
In Hanoi, Stellar Steakhouse has become a benchmark for luxurious dining in the capital, a place where dry-aged beef, a carefully curated wine cellar and a refined lounge come together to create a contemporary European experience.
Above Each cut is cooked to showcase its caramelised crust and tender, juicy centre (photo: Stellar Steakhouse)
Above Each cut is cooked to showcase its caramelised crust and tender, juicy centre (photo: Stellar Steakhouse)
Each cut is cooked to showcase its caramelised crust and tender, juicy centre (photo: Stellar Steakhouse)
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At Stellar Steakhouse, fine food is just part of the experience. Guests can witness their ingredients prepared with precision in a sophisticated setting that promises an unforgettable culinary journey. From Wagyu tenderloin and Black Angus to Josper-grilled Tomahawk steak, each cut is cooked to showcase its caramelised crust and tender, juicy centre—flavours that linger long after the last bite.
Above Stellar also delights with an elegant seafood menu (photo: Stellar Steakhouse)
Above Stellar also delights with an elegant seafood menu (photo: Stellar Steakhouse)
Stellar also delights with an elegant seafood menu (photo: Stellar Steakhouse)
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But the experience extends beyond steak. Stellar also delights with an elegant seafood menu: Atlantic scallops, French oysters, lobsters, Patagonian fish and Japanese abalone all bring depth and variety to the plate. One standout feature is the cheese and charcuterie room, where diners can handpick cured meats and aged cheeses such as Brie, Roquefort and Beaufort, paired with touches like onion jam, olive tapenade and toasted bread as a refined way to begin or round off a memorable evening.
These dining destinations offer more than a meal: they celebrate the art of living. Every detail, from the lighting and music to the plating and palate, plays a part in awakening the senses.
Above These dining destinations celebrate the art of living (photo: IHG)
These dining destinations celebrate the art of living (photo: IHG)
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From now until the end of August 2025, IHG One Rewards members can enjoy complimentary drinks, “buy 1 get 1 free” offers, and free meals for children under 12 at IHG restaurants across Vietnam and the region. With an enhanced mobile app, members can track benefits, earn points, make reservations and receive real-time, personalised offers tailored to each dining occasion.
