From travelpulse.com By Rebecca Gade-Sawicki
“Well, we have fruit and toast.”
If I had a dollar for every time I heard that response when asking about vegan options, I’d be writing this from a tropical paradise, fruity mocktail in hand. But instead, in 2025, I’m still wondering—how is this still an acceptable answer?
A decade ago, it was disappointing but not surprising. Fast forward to 2021, the vegan food market was valued at $26.83 billion and is now projected to hit $55.42 billion by 2034 (Precedence Research); it's clear this isn't a niche trend—it's a booming industry.
I'm no economist, but one thing is clear: this kind of growth doesn’t happen without demand.
If you’re a hotelier thinking, but I only sold 20 Beyond burgers last month, that's not enough to justify a complete menu overhaul, you’re missing the bigger picture. Although vegan travellers enjoy traveling in a pack — just Google vegan tours — they rarely dine alone. That one Beyond burger is likely tied to a family or group, meaning plant-based options determine where the entire group eats or stays.
Expanding and promoting your vegan offerings isn't just about one dish—it's about attracting a new customer base. For hotels wondering where this could lead, look no further than properties that fully embrace plant-based hospitality.
In Italy, the family-run Vegan Agrivilla I Pini has a gorgeous renovated farmhouse in the Tuscan countryside and two other properties in the north — La Vimea and Paradiso Pure Living. In luxury settings, all three have set gold standards for gourmet vegan cuisine (no basic burgers here).
On a more mainstream front, The UK Vegan Society and design studio, Bompas & Parr worked with the Hilton London Bankside to launch their first fully vegan suite. They didn’t just overhaul the mini bar and stick a vegan chocolate bar and green juice in there; they took a look at everything. From floor to ceiling, they used bamboo, Piñatex (an animal-free leather made from pineapple waste), organic cotton, hemp, and more — all reinforcing the idea that luxury doesn’t have to be cruel.
The shift continues globally: Club Med and The Four Seasons collaborate with top vegan chefs, while The Palmaïa – The House of AïA in Playa del Carmen, boasts a plant-forward menu crafted by Michelin-trained chefs.
While some may say this is a passing fad, Innova Market Insights would say hold your fork. For the past two years, they've listed plant-based food as one of their top global trends. Gen Z and Millennial consumers are more likely than older generations to avoid animal products, making them an essential travel demographic. According to a survey conducted by IBS Software, 38% of millennials and Gen Z are turning to travel advisors for trip-planning help, which is far greater than Gen X and Baby Boomers, only 12% and 2%, respectively.
I’m sure I have your attention, but you may wonder how you tap into this audience. Is it just a matter of sticking black bean tacos on the menu and calling it a day? If you want to do it right, there's more to it than having one option on the menu or sending your clients on an adventure that requires a massive backpack of snacks.
Ways to Attract and Serve Vegan Clients
Seems obvious, right? But you’d be surprised how often dishes labelled “vegan” arrive with cheese. For anyone unfamiliar with the term, vegan means no animal products. So, no meat, fish, milk, cheese, eggs, or honey. If it came from an animal in some way, shape, or form, it's not vegan. It’s also important to know that some things that aren't vegan might not be blatantly apparent, like wine or certain dishes containing animal flavouring products (like fish sauce).
Beyond food, vegan clients also care about ethical activities. If you book excursions, consider whether animal sanctuaries operate responsibly and if more sustainable travel options exist.
As an advisor, you must talk to your clients about what's important to them. What are things they really want to see on an itinerary? Is it all about the food? One food tip: look for veganized traditional foods where they’re going, like vegan ramen in Tokyo or vegan Schnitzel in Germany. If they feel like their concerns have been heard and you can deliver, I guarantee you'll have a client for life.
Be Thoughtful About What You Offer
A single Beyond burger or black bean taco isn’t enough. Would you want to pay for that? If not, rethink your menu.
Promote and Market Your Options
If you build it, they won’t necessarily come—you need to shout about it. Contact vegan and eco media and consider working with vegan bloggers or influencers. For advisors, share potential itineraries in your newsletters and social media.
Train Staff
Everyone from the front of the house to the back needs to understand what vegan and vegetarian means, along with any other dietary request. Your clients will appreciate it, saving your staff time and aggravation.
Build Partnerships
Whether you're a hotel or a travel advisor, you’ll always be stronger when you align yourself with others who are experts. Collaborate with vegan chefs, sustainable suppliers, or local tourism boards that prioritize ethical experiences.
The demand for vegan travel isn't slowing down—it's growing. Whether you're a hotel, restaurant, or travel advisor, adapting to this shift isn't just an ethical choice; it's a smart business move. Those who embrace plant-based travellers today will lead the industry tomorrow.
So, will your subsequent response to a vegan traveller still be "Well, we have fruit and toast"—or something worth discussing?
Rebecca Gade-Sawicki is the founder of the vegan travel company Veggies Abroad. In 2021, she bid her 15-year career goodbye and ventured into the ethical business world. Initially, the company started as a blog and expanded to encompass personalized travel planning services, small group tours, and a podcast dedicated to vegan and sustainable travel.
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