Nutrition: A new frontier for the hospitality industry,

ECONOMIC TIMES,

TIMES ASCENT

With chronic preventable diseases such as diabetes soon to afflict 50 million urban Indians by 2015 and India boasting of having 60 per cent of the world's cardiac patients by 2010 (World Health Organisation figures), it can be estimated that in the near future, a fair number of these special needs guests
will use the services of the hospitality industry.
    The medical establishment believes that the manner in which trendy food and bever age services are presented, are often harmful to a traveler's health. The `home away from home' atmosphere over the past couple of decades has given way to one of opulence, luxury and indulgence. The good news is that these levels of comfort have generated tremendous growth for both, the tourism and business sectors.
    An issue that should be debated is whether these increased numbers are in any way connected to the increases in chronic preventable diseases for the traveler. The fact is that most travelers eat healthiest at home. When on the road, they are often stressed and tired and always on the run, resulting in their consuming multiple portions of energy dense foods that provide an unbalanced daily intake. Perhaps the need and opportunity to address necessary changes is now. Recent trends in the hospitality sector have witnessed increasing shifts towards offering wellness and holistic programs. The time has come to move beyond these basic `feel
good' packages and move towards managing the consumer's health needs also. Though the industry has formed cross sector alliances with the physical fitness and medical tourism providers, their attention to dietary intake and nutritive quality of food has lagged behind. Customized disease specific diet offerings in the hotel, restaurant and room service menus, are visibly lacking. Currently, there is no perceived value in providing these services. The consumer however, is growing more aware of his propensity towards these chronic diseases and is demanding greater accessibility and customization of his diet. NutritionVista anticipates this perception to change as the customer faces personal challenges through dietary restrictions, which if neglected, costs the consumer in increased healthcare expenditures, lost productivity and disability. The hospitality industry needs to actively address these gaps in their offerings. The tech savvy customer has the ability to do comparative searches and seek out those facilities that go the extra mile in providing these new, quality of life services. Expecting these changes in approach to menu planning and implementation, will require a different mindset for the hotelier and restaurateur, as well as logistical issues of following through with the delivery of care and ensuring that actual recommendations are being met. The negative consequences of not making the necessary changes may leave the impression of provider in difference instead of corporate social responsibility. The goal of each provider is to capture and retain his or her customer in this competitive market. By helping them manage their chronic condition and offering a solution that is informative, effective and strategically necessary, providers can simultaneously achieve long-term opportunities through customer loyalty. Sooner than later, companies will be expected to offer personalized nutritive care to accommodate individual consumer health needs. The first movers to offer such customized food and beverage offerings, will be perceived as pioneers in the market for successfully filling the gaps in otherwise exemplary services. It is time for the industry to work with the dietetic services sector and companies that specialize in this field. In summary, globalization is mainstreaming the green, the wellness, and now the preventive healthcare economies. The challenge lies in making this both, profitable as well as socially responsible. A good start would be in the food and beverage divisions, where maximum benefit can be easily implemented through direct and disease specific dietary interventions for the customer.