Mobile ordering has fast evolved from a convenience to an expectation. Guests increasingly want the freedom to order when and how they wish, and hotels are reaping the rewards. From higher guest spend to smoother operations, mobile ordering has become an essential ingredient in delivering modern, seamless hospitality.
IRIS, the global provider of mobile F&B and guest experience platforms for the hospitality sector, has reported a 42% year-on-year increase in mobile orders across its client base. Drawing on insights from over 4 million orders (processed annually through their platform from a sample of 2,000 participating hotels worldwide), IRIS unveils trends that reveal how guest habits are shifting and how hotels can harness these insights to drive profitability.
Personalisation enables hoteliers to accelerate upsell revenue
Guests are increasingly customising their meals, showing a strong preference for control and personalisation. Popular features include:
- Allergen and preference filters to tailor meals safely
- Order modifications such as bread type or cooking style
- Personal notes for the kitchen team
- Multi-language options so guests can view content in their own language
These small touches translate to big wins for hotels. Guests are more engaged – and more likely to spend extra. Upsells on sauces, sides, alcoholic beverages, and protein additions were among the most popular, helping hotels boost average order values significantly.
In-room dining remains popular whilst mobile ordering also extends appeal to wider outlets
In-room dining and room service remain the top-performing outlets for mobile orders, confirming their enduring appeal. Solo travellers, families and corporate guests enjoy the comfort and privacy of dining in-room – and they’re willing to spend.
Last year, IRIS’ largest single mobile order exceeded $1,500 with one hotel processing over 8,000 orders in a single month. This highlights how effortless ordering can directly translate into increased guest activity and revenue.
Alongside this, increasingly properties are growing the number of mobile ordering outlets across their hotels, providing guests with a consistent, convenient service irrespective of location.
The top five most popular outlets for mobile ordering are:
- In-room dining
- Pool bars
- Lobbies / reception
- Cafes/coffee shops
- Restaurants
New revenue streams: Grocery & amenity ordering on the rise
Hotels are diversifying their service offering beyond traditional dining. IRIS data shows that amenity and grocery ordering (where guests pre-order groceries, amenities and toiletries before or during their stay) is gaining momentum.
IRIS’s largest grocery order this year reached almost $500, highlightingthis innovation satisfies guest demand and enables hotels to generate incremental revenue pre-arrival.
And whilst hotels are getting creative with menu items and often replicating the choices that are in their main restaurants, the top 5 most ordered items last year stayed as burgers, coffee, soft drinks, fries and juice!
Operational efficiencies enhance guest experience
Beyond revenue, mobile ordering is delivering measurable efficiency gains for hotels.
On average, guest wait times are reduced by 10 minutes, and operators report re-directing stafffrom order-taking to guest engagement. The result: faster service, happier guests, and smarter labour deployment – a crucial advantage amid ongoing staffing challenges and rising labour costs.
When guests spend the most
Insights from IRIS also reveal when guests are most likely to indulge. The biggest day for mobile ordering revenue this year was Saturday 15th February, as couples celebrated Valentine’s Day weekend with indulgent in-room dining – proving that love (and luxury) is best served via room service!
The second-highest revenue day was 30th August, coinciding with national holidays in both the US and UK, as leisure guests embraced staycations and long weekends to treat themselves.
Mobile ordering: A global movement
IRIS data reveals that mobile ordering has gained strong traction in key international destinations. The highest number of hotel clients using IRIS’s mobile ordering technology are in USA, Canada, UK, Australia, Japan, Mexico, Spain, UAE, Germany and Saudi Arabia.
This global spread highlights the universal appeal of digital convenience – from luxury resorts in Dubai, Bali and California, to city centre hotels in New York, Sydney and London. Operators worldwide are embracing mobile solutions to meet growing guest expectations.
Group consistency is key
More groups are benefiting from brand consistency and operational efficiencies across their portfolios with mobile ordering. Groups can centrally manage menus, templates, colours, and content within one CMS. Branded assets can be pushed down to all properties instantly, ensuring every outlet reflects the same standards.
This ensures uniformity, reduces manual work at property level, and helps maintain a consistent guest experience group wide.
It is encouraging to see the marked growth in the popularity of mobile ordering and the scale at which guests are adopting it. Hotels are recognising its dual benefit – improving service efficiency and increasing average spend.
Even more exciting is how operators are investing in diversifying their mobile ordering offer to guests. Both in terms of menu options, outlet availability, and retail and grocery items.We’re seeing operators expand their in-room dining menus to offer a wider choice of items from their main restaurant, extend mobile ordering beyond the guestroom across their properties, and even introduce grocery pre-ordering to capture revenue before guests arrive.
These innovations are not only boosting revenue but also enhancing guest satisfaction – particularly for travellers who prefer private dining, multi-generational families who enjoy convenience, and business guests who want flexibility.
Mobile ordering has proven itself as an agile, scalable solution for hoteliers. As guest expectations continue to evolve, we expect even greater innovation and adoption across the next 12 months. Graham Rushin, VP Sales and Marketing at IRIS
For more information on IRIS or to request a demo please visit iris.net/demo
About IRIS Software Systems
IRIS is a global market leader in digital F&B ordering, guest directory and concierge solutions for hotels, working with many of the world’s leading chains including Marriott, Ennismore, Mandarin Oriental, IHG and Four Seasons.
IRIS empowers Hotels and F&B leaders to do what they do best: increase revenue, look after their teams, and provide an outstanding customer experience.
Their flexible hospitality platform enables hotels and restaurants to provide a truly digital ordering experience to their guests, making it easier and faster for guests to browse, order and pay for items and services across multiple outlets.
Since 2010, thousands of hotels on every continent across the world have used IRIS’s mobile, tablet and web app technology to boost additional revenues by 20% on average.
More information: www.iris.net or [email protected]
Kate Fuller
Senior Marketing Manager
IRIS Software Systems
