Have you ever planned part of a vacation stay around a free breakfast? Whether it’s sitting down for eggs and waffles or having a coffee and banana to go, complimentary morning meals are a key factor for many travelers when choosing a hotel. Unfortunately, as we head into the summer travel season, some popular hotel brands are reconsidering this popular perk.Take, for instance, Hyatt Place—one of Hyatt’s largest select-service brands—which has long been known for offering complimentary breakfast. But that’s changing at more than 40 U.S. properties, where a pilot program launched in November has removed free breakfast for all guests. The website now states, “Free breakfast at most hotels.” Instead, these hotels offer rate options: some include breakfast, others do not, and guests can pay separately if they wish. Hyatt Globalist members still receive the free breakfast benefit. Hyatt did not respond to Fortune’s request for comment on whether the pilot program has expanded.
Industry analysts have confirmed that a number of hotels are moving to limit or eliminate what guests can munch on in the morning.
“We are aware that some brands have been testing room rate structures inclusive or exclusive of breakfast, grab-and-go options, or programs where complimentary breakfasts are only offered to loyalty members,” Rachael Rothman, head of hotels research and data analytics at CBRE Group, told Fortune.
