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Brief Published: 2 Sep 2019

W Hotel Introduces Mukbang Room-Service Option


Tapping into the ongoing trend for multifaceted sensorial hospitality experiences, Marriott-owned luxury hotel chain W Hotels has introduced a kit to its Washington location's room-service menu to help guests record and post videos of themselves eating online.

Items on the $285 Sip & Slurp menu come complete with a lapel microphone and smartphone stand, enabling guests to easily film their own mukbang (videos of themselves eating, as popularised by South Korean YouTube stars) to publish on social media. They can also take the mic and stand home with them when they check out.

Dishes on the menu include indulgent treats such as pizzas, burgers, surf and turf, a cheese board, cherry pie with ice cream, and a carrot cake tower.

The service is available at the W Hotel in Washington until the end of 2019 and has been created to celebrate a $50m renovation of the property. It was launched with a video from food expert Antoni Porowski from popular Netflix show Queer Eye.

While the offering may seem gimmicky, this is a clever tactic to attract millennial and Gen Z guests by looping into popular internet trends. It also taps into the Gen Z tendency to indulge in comfort foods, as covered in Gen Z Rewrites Food Culture.

For further examples of how hospitality brands are creating multisensory environments for guests, read Marriott Launches ASMR Bedtime Stories, Top 4 Trends in Humanised Hospitality and Look Ahead 2019: Travel & Hospitality.