Riding on a proven rise in bleisure travel and the pivotal role food plays in travel experiences, Oakwood is taking a strategic position to cater to the evolving needs of travellers seeking the perfect blend of business and pleasure.
In a press statement, Ascott’s Oakwood noted that bleisure travel is currently a global market valued at nearly US$600 billion, based on Forbes research, while American Express Travel’s 2023 Global Travel Trends Report had highlighted the influential power of food experiences in travel, with 46 per cent of respondents saying they would sign up for cooking classes to engage with the culture of the destination, while 34 per cent would shop for groceries while travelling.
In line with these findings, all new Oakwood properties will feature on-site dining options. Following last year’s brand refresh, more than half of Oakwood properties today offer the convenience of dining on-property, featuring a variety of culinary options that focus on comfort food.
Furthermore, the Oakwood brand’s All You Knead is Comfort brand campaign 2025 will tap into the universal power of comfort food to soothe the soul and satisfy the palate. The campaign invites guests to experience the comforts of home through food-inspired activations, including cooking classes, celebrity chef collaborations and limited-time offerings at on-property restaurants, available through March 31 this year.
As part of this campaign, Oakwood is also showcasing its culinary capabilities with the launch of its first digital cookbook, Comfort, Curated. Featuring recipes by Oakwood chefs from all 12 countries that the brand currently operates in, the cookbook presents a collection of dishes from various regions, and is available for free download on the brand campaign webpage. Through this initiative, Oakwood invites guests to recreate a taste of home no matter where they are, and when they return home, a taste of the destinations they have visited.
Alongside the digital cookbook, Oakwood properties have teamed up with local culinary experts to offer exclusive, limited-time menus and masterclasses for guests.
Tan Bee Leng, chief commercial officer, Ascott, said: “As bleisure travel continues to grow, our guests are increasingly seeking distinctive culinary experiences. This reflects a broader shift towards experiential travel, where food acts as a gateway to understanding and appreciating the culture and heritage of each destination. Oakwood is well-positioned to ride this trend and distinguish itself with its multi-faceted approach to culinary tourism.
“With Home on a Plate as one of our brand signatures, Oakwood apartments are equipped with kitchens, allowing guests to prepare local dishes using ingredients sourced from the region. This hands-on approach not only fosters a deeper cultural connection but also offers flexibility in dining choices.
“Additionally, our F&B programme, All You Knead is Comfort, goes beyond the physical dining spaces by offering guests interactive culinary events like cooking classes, food tastings and seasonal offerings. These activities enable guests to engage directly with local chefs and food traditions, enriching their stay and creating lasting memories.”
