AWARE Hospitality

AWARE Hospitality Delivering success to the most extraordinary hospitality ventures and brands.

AI in guest relations managementAI does not replace the human touch but hugely impacts how much your team can personalis...
21/02/2026

AI in guest relations management

AI does not replace the human touch but hugely impacts how much your team can personalise their services. The best guest relations teams now use AI-driven CRM systems to personalise pre-arrival communication and anticipate preferences. These tools can alos free teams from manual data work, enabling faster, smarter commercial and operational decisions.

From a commercial point of view, AI is turning hotels into more intelligent, and efficient destinations, quietly powering decisions behind the scenes. Platforms like IDeaS, Cendyn and Info EzRMS analyse bookings, competitors, and local events, to optimise pricing, forecast occupancy, and even schedule staff rotas.

How are you or your clients using AI within hotels and F&B destinations?

Article by our Business Development Manager Polina Kander

In 2026, hotels are no longer just places to sleep – they have become the primary reason to travel, with the destination...
19/02/2026

In 2026, hotels are no longer just places to sleep – they have become the primary reason to travel, with the destination and its surroundings now playing a supporting role as guests prioritise the richness of the on-property experience.

The latest example would be the upcoming London, where the experience unfolds entirely within the hotel itself. Guests move from interactive culinary experiences and fermentation labs to mindful dining, before immersing themselves in wellness rituals that span flotation pods, thermal suites, and personalised health clinics.
Rooftop bars, cultural programming, and vibrant social hubs keep guests engaged from morning to night. Every corner entertains, nourishes, and inspires, transforming the hotel into a self-contained world - a place where guests arrive to stay, explore, and evolve, without ever needing to leave.

At AWARE, we support our clients in crafting those key touchpoints and incremental revenue drivers through bespoke F&B concepts, wellness and lifestyle programming, and strategically designed guest journeys that enhance both experience and profitability.

Image Credit: Mark Anthony Fox
Interior design:

Article by our Business Development Manager Polina Kander AWARE Hospitality

To brand or not to brand?Branding in a restaurant should feel intentional, not overbearing. Our rule of thumb is to lead...
14/02/2026

To brand or not to brand?

Branding in a restaurant should feel intentional, not overbearing. Our rule of thumb is to lead with brand where it adds meaning, and hold back where it risks feeling forced.

A small number of signature OS&E pieces, alongside menus and takeaway packaging, are ideal places to express your identity. These are the touchpoints guests naturally photograph or take home, extending the memory of their experience with your brand beyond the visit. A branded item in a restaurant should feel like a thoughtful detail rather than a stamp of ownership. For example, in our recent project developing the new restaurant brand Mitsu in Shoreditch, the application of the brand’s Daruma logo creates moments of excitement in the select moments where guests encounter it.

By contrast, over-branding plates, glassware, or every wall surface can quickly shift from confident to cluttered and chain-like. The aim is for guests to feel a sense of discovery when they notice a brand detail, not saturation that dulls its impact. A strong brand identity is communicated through restraint, quality materials, and consistency—not repetition. When in doubt, let thoughtful design, great hospitality, and memorable moments do the talking; subtle branding will always age better than loud statements.

Article developed by Holly Minns, Head of Operations at AWARE Hospitality

What London’s newest restaurant launches tell us about guest expectationsRecent London openings like Daka Daka or Tiella...
12/02/2026

What London’s newest restaurant launches tell us about guest expectations

Recent London openings like Daka Daka or Tiella reflect a shift in how people choose where to dine: guests are becoming far more selective about the experience behind their meal.

Today’s diners care less about picture-perfect moments and more about authenticity: craft, care, and the thoughtful details that bring them somewhere special.

A few recent openings capture this sentiment beautifully: Tiella, Khao Bird, and Daka Daka. Tiella’s regional, seasonal cooking, paired with its lived-in warmth and quietly confident service, gives guests a reason to return again and again.

At AWARE, we put this mindset into practice by listening closely to guest feedback and designing human-centered spaces where every element, from menu development to staff training, strengthens connection and meaning. Our latest project, Mitsu, builds on this philosophy, drawing from traditional Japanese cooking techniques and the understated spirit of an izakaya to create an atmosphere that feels both genuine and alive, where diners can slow down, share, and truly engage with the food and each other.

Article by our Business Development Manager Polina Kander
Image Credits : Daka Daka, Tiella, Kiyomi

restaurantdesign

Building the OS&E Bible: Inside AWARE’s Procurement SystemWhen it comes to launching a restaurant, OS&E (crockery, cutle...
05/02/2026

Building the OS&E Bible: Inside AWARE’s Procurement System

When it comes to launching a restaurant, OS&E (crockery, cutlery, etc.) procurement can quickly become overwhelming. At AWARE, our team has developed what we call the “OS&E Bible”, a comprehensive AI-based system that transforms chaos into clarity.

The process begins with strategic direction.
For our projects, the team establishes clear design principles, defining clear targets for each type of OS&E: standard pieces, playful or bespoke elements, and “Instagrammable moment” items. This framework ensures every piece serves both aesthetic and operational purposes.
Following this, an OS&E brief is created to outline overall direction and key pieces to be approved by our clients.

At the heart of the system sits the Dish Match database, a unique tool that cross-references every menu item with its required tableware, glassware, and serving pieces. This prevents the common pitfall of ordering beautiful pieces that don’t actually fit the food being served.

Our team manages complexity through centralised tracking across multiple suppliers, each with different specifications, lead times, and payment terms. The dashboard consolidates everything: supplier orders, shipping status, invoice management, sample returns, and delivery coordination. Finance teams can download invoices directly, operations can track shipments, and the entire system remains accessible via shareable links.

This meticulous approach turns OS&E procurement from a time-consuming scramble into a scalable, repeatable process.

Building the OS&E Bible: Inside AWARE’s Procurement SystemWhen it comes to launching a restaurant, OS&E (crockery, cutle...
05/02/2026

Building the OS&E Bible: Inside AWARE’s Procurement System

When it comes to launching a restaurant, OS&E (crockery, cutlery, etc.) procurement can quickly become overwhelming. At AWARE, our team has developed what we call the «OS&E Bible”, a comprehensive AI-based system that transforms chaos into clarity.

The process begins with strategic direction.
For our projects, the team establishes clear design principles, defining clear targets for each type of OS&E: standard pieces, playful or bespoke elements, and «Instagrammable moment” items. This framework ensures every piece serves both aesthetic and operational purposes.
Following this, an OS&E brief is created to outline overall direction and key pieces to be approved by our clients.

At the heart of the system sits the Dish Match database, a unique tool that cross-references every menu item with its required tableware, glassware, and serving pieces. This prevents the common pitfall of ordering beautiful pieces that don’t actually fit the food being served.

Our team manages complexity through centralised tracking across multiple suppliers, each with different specifications, lead times, and payment terms. The dashboard consolidates everything: supplier orders, shipping status, invoice management, sample returns, and delivery coordination. Finance teams can download invoices directly, operations can track shipments, and the entire system remains accessible via shareable links.

This meticulous approach turns OS&E procurement from a time-consuming scramble into a scalable, repeatable process.

Sober Curiosity Goes PremiumLow- and no-alcohol programs become serious revenue drivers.Low and no-alcohol is no longer ...
02/02/2026

Sober Curiosity Goes Premium
Low- and no-alcohol programs become serious revenue drivers.

Low and no-alcohol is no longer a wellness add-on, it’s a revenue strategy.
The UK non-alcoholic market grew nearly 20% in two years, and Gen Z is drinking less, with almost one in three identifying as regular non-drinkers.

Fine-dining restaurants like The Water House Project and Aulis now offer curated non-alcoholic pairing menus, while brands like Seedlip and Lyre’s are staples at premium bars.
Guests are willing to pay wine-level prices without alcohol, boosting spend and broadening audiences.

At Aware, we support our clients in building sustainable beverage programs with standout no- and low-alcohol offerings that drive both margin and relevance.

What impact are you seeing on your business as non-alcoholic trends reshape guest expectations and spending?

The devil is in the detail… 🍸
25/01/2026

The devil is in the detail… 🍸

Every artisanal detail - handcrafted sauces, freshly baked bread, perfectly balanced flavour, turns a meal into an exper...
18/01/2026

Every artisanal detail - handcrafted sauces, freshly baked bread, perfectly balanced flavour, turns a meal into an experience.

A concept is told through stories — through atmosphere, through the menu, and through the branding.
11/01/2026

A concept is told through stories — through atmosphere, through the menu, and through the branding.

Ambiance lives in emotion, and is born through the details…
04/01/2026

Ambiance lives in emotion, and is born through the details…

Your menu is a showcase of craftsmanship, creativity & the quality of your suppliers. ✨🦪
28/12/2025

Your menu is a showcase of craftsmanship, creativity & the quality of your suppliers. ✨🦪

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