Rooftop dining in the ‘era of experience’

Credit Jack Hardy - Photographer

Our leisure time has never felt more precious. Does this mean we expect more than a comfortable seat and tasty food when we dine out? Here Canopies UK examine how rooftops enable hotels to stand out amongst the competition and attract more customers.

The experience economy has boomed over the past two decades as spending has shifted towards activities, experiences, and quality time with loved ones. This trend has upheld following the pandemic after our ability to experience life was restricted. It wasn’t consumer goods we longed for, but meals outs, holidays, trips, and drinks with friends.

The era of experience is here

People pay to experience something new and memorable, with 86% of consumers willing to pay more for a great customer experience, as reported by Forbes. Customers go out to enjoy good food and drink, but they also want to relish in the surroundings, service, and location.

We have come to expect certain standards from hospitality venues. Customers want appealing decor, menus that cater to refined and varied palettes, and 5-star rated customer service. It is increasingly harder for venues to differentiate in a marketplace where the standards are set so high.

Location is everything. Customers want to feel like they are truly experiencing a city and venturing to its heart. They want to submerse themselves in their surroundings, making memories and taking the photos to prove it. The rooftop bar and restaurant has been born out of this desire to take it all in.

The appeal of sky-high alfresco dining

Dining outdoors is an age-old pleasure that cultures around the world enjoy. It is relaxing, rejuvenating and worth savouring. According to research by HGEM, 79% of people would increase their dwell time if they could dine al fresco, spending more in the process. The pandemic has only enhanced our inclination for outdoor dining as people found ways to safely socialise in groups.

Rooftop dining is an extension of this appreciation of the outdoors, with the added drama of a skyline backdrop. The spectacle of exiting a lift or stairwell onto a rooftop with panoramic views is uniquely special and awe-inspiring. Rooftop views quite literally can’t be replicated – they are unique to that building, that locality, and that time of day.

Creating a sought-after destination

Customers go out of their way to discover new rooftop venues and it makes sense. You only have to look up in a busy city on a sunny afternoon to see where the best rays are. Search engine entries around ‘rooftop bars London’ amass over 139,500 average monthly searches, going to show the growing appetite from diners. Venues with roof space can tap into this pool of potential customers by creating desirable rooftop destinations.

The success of a rooftop bar and restaurant is ultimately in the design. The view takes centre stage, with space for customers to sit and soak up the atmosphere. Beautiful décor enhances the customer experience and helps market your venue to others. Customers sharing and tagging their snaps on social media draws the attention of wider networks of people online.

Shelter and comfort are fundamental considerations. The customer booking a dinner three weeks in advance doesn’t want to worry about rain showers or chilly wind spoiling their meal. Venues that have mastered the rooftop dining experience invest in canopy systems to create flexible shelter. Open in sunnier weather and closed during cold and wet conditions, retractable canopy systems enable venues to treat their rooftop as another full-time dining space.

Roofs with a view 

The Sabine rooftop bar sits on top of The Royal Leonardo Hotel at St Paul’s, London. The bar describes itself as ‘an oasis from The City, allowing guests to transport to a hidden space away from the busy London streets.’ The Sabine offers exclusive views of one of London’s best loved landmarks, tapping into the experiential dining and drinking market.

Another destination venue is the Savage Garden at DoubleTree by Hilton, Tower of London. The bar’s terraces provide 360-degree views of the skyline including The Shard, Tower of London, and The Gherkin. The Sora Sky Bar at Malmaison York overlooks the York Minster and provides unrivalled views of the historic city.

The bespoke canopy systems installed at these venues enable them to offer the rooftop experience at every time of year. From private parties to dinner reservations and drinks, the customer experience will never be restricted by poor weather conditions.

Paying a premium for luxury experiences

Although a rooftop dining area is a significant investment, it is a new source of revenue. We’ve seen how a rooftop can reach more customers online, with increased social media exposure and search visibility. A rooftop dining area is also an opportunity to increase margins. Customers are willing to pay up to 13% (and as high as 18%) more for luxury services (Forbes). What could be more luxurious than a sunset cocktail with panoramic views? Offering customers an exclusive, luxury experience sets your venue apart from similar venues, and enables you to set your prices accordingly. 

Canopies UK turn outdoor space into beautiful dining areas and covered terraces. With 30 years’ experience designing, manufacturing, and installing outdoor canopies, Canopies UK help hotels and restaurants make the most of disused outdoor areas.

With high profile outdoor canopy installations for hotel groups including Hilton, Malmaison, and Jurys Inn, Canopies UK are a trusted partner to the hospitality industry. An experiential outdoor dining destination requires a versatile and durable shelter. Canopies UK design bespoke canopy systems to enable outdoor dining in every season. 

canopiesuk.co.uk | 01254 777 002 | info@canopiesuk.co.uk