When North Carolina’s hospitality industry unites, our collective voice grows stronger. Together, we drive meaningful changes: protecting, promoting, and advancing restaurants, lodging establishments, bars, and suppliers. NCRLA is your ally, working to make our industry stronger and more resilient.
Access to Critical Information
NCRLA members get weekly updates in our In the Mix and View from Jones Street newsletters, plus a weekly Restaurant Activity Report. You also have access to our Legislative Agenda and Bill Tracker, our Guide to Hospitality Law, and research from our national partners.
Advocacy
NCRLA is the leading advocate for the hospitality and tourism industries in North Carolina. We support our members’ interests through lobbying at the local, state, and federal levels, focusing on tourism funding, taxation, alcohol beverage control, and workforce issues.
Employee Benefits
Providing benefits for your employees can help you recruit new talent and retain your employees. NCRLA has solutions for employers of all sizes, including a comprehensive suite of noninsurance benefits designed to add significant value to your compensation package.
Member Savings
NCRLA offers access to a wide array of discount and preferred partner programs to help our members achieve operational efficiencies and save money.
Networking
NCRLA offers several opportunities for members to network, including major industry events, receptions, membership meetings, and a golf tournament, as well as Political Action Committee (PAC) and Foundation fundraisers.
NCRLA BOARD OF DIRECTORS
EXECUTIVE COMMITTEE:
JASON SMITH, CHAIR
18 Restaurant Group
SHERI ERHART, VICE CHAIR
CMC Hotels
VINAY PATEL, TREASURER SREE Hotels, LLC
TAD DOLBIER, SECRETARY Tar Heel Capital Corporation
LANCE TRENARY, NATIONAL RESTAURANT ASSOCIATION LIAISON Golden Corral Corporation
AMBER MOSHAKOS, NATIONAL RESTAURANT ASSOCIATION LIAISON LM Restaurants
TOM PASHLEY, IMMEDIATE PAST CHAIR
Pinehurst Resort
ALLEN THOMAS, PRESIDENT & CEO
LYNN MINGES, STRATEGIC ADVISOR
FRANK GRAY, GENERAL COUNSEL
BOARD MEMBERS:
JEFF CHANDLER
Chandler Foods, Inc.
ANDY CLARK US Foods
Supporting students with a passion for
Behind the scenes at NCRLA’s largest PAC fundraiser
As I step into this new era for the North Carolina Restaurant & Lodging Association, I am deeply honored to serve as your President and CEO. Over the past few months, I’ve had the privilege of working closely with our exceptional team and connecting with industry leaders and members across the state—ensuring a smooth handoff following Lynn Minges’s 13 years of truly transformative leadership.
Together,
we’ll build
on a strong foundation and chart a bright future for our industry and our state.”
As a native North Carolinian who was raised in a family working in hospitality and hotel properties, this industry has always felt like home to me. My career in business, entrepreneurship, and public service has given me a deep appreciation for the drive, creativity, and resilience that define North Carolina’s hospitality community.
I look forward to getting out into the field—meeting people where they are, listening to your stories, and ensuring that NCRLA continues to reflect and respond to the needs of our members. Together, we’ll build on a strong foundation and chart a bright future for our industry and our state.
This issue of At Your Service highlights what’s ahead for 2026, including emerging trends shaping hospitality and our legislative and policy forecast—important insights to help keep you informed and prepared for the year to come.
Thank you for the warm welcome and for the work you do every day to make North Carolina a destination for excellence in hospitality. I look forward to seeing many of you soon.
With gratitude,
Allen Thomas President & CEO North Carolina Restaurant & Lodging Association
NRA Public Affairs Conference J.W. Marriott Washington, DC
March 17
NCRLA Foundation Board of Trustees Meeting 10–11:30 am Virtual
April 24–26
National ProStart Invitational
Marriott Baltimore Waterfront Baltimore, MD
May 13–14
AHLA Hotels on the Hill Washington, DC
May 16–19
National Restaurant Association Show McCormick Place Chicago, IL
June 2
NCRLA Board of Directors Meeting Location TBD
June 2
Rally in Raleigh The Merrimon-Wynne House Raleigh, NC
Provide a menu that promotes N.C. products & supports N.C. Agriculture.
• Enhance the “locally sourced in N.C.” message on your menu.
• Identify N.C. ingredients on your menu.
• Feature & promote seasonal N.C. products.
• Align purchasing decisions with N.C. product availability.
For inspiration & resources contact Chad Blackwelder Food Service Marketing Specialist
N.C. Department of Agriculture & Consumer Services Office 919-707-3150 • Cell 919-971-4352 • chad.blackwelder@ncagr.gov
The Lynn Minges Scholarship Fund supports students who demonstrate a passion for hospitality, tourism, and community impact, reflecting Lynn’s lifelong dedication to developing the next generation of leaders in this vital industry.
The Lynn Minges Scholarship Fund: Honoring a Legacy of Leadership and Service
The Lynn Minges Scholarship Fund celebrates the distinguished leadership, legacy, and service of Lynn D. Minges, honoring her extraordinary contributions to North Carolina’s hospitality and tourism industry.
Created by the North Carolina Restaurant & Lodging Association Board of Directors, the fund was established to recognize Lynn’s visionary leadership and her lasting impact on the industry she has so passionately served. Throughout her remarkable career, Lynn has been a driving force behind the growth and success of the state’s restaurants, hotels, and tourism community. Her commitment to collaboration, advocacy, and excellence has strengthened countless businesses, inspired industry leaders, and elevated North Carolina’s reputation as a premier destination for hospitality and culinary achievement.
“Lynn has dedicated her career to serving others, lifting people up, creating opportunities, and strengthening our hospitality family across North Carolina,” said Jason Smith, NCRLA Board Chair and owner of 18 Restaurant Group. “This scholarship ensures that her spirit of leadership, generosity, and passion for our industry will continue to inspire future generations.”
The Lynn Minges Scholarship Fund supports students who demonstrate a passion for hospitality, tourism, and community impact, reflecting Lynn’s lifelong dedication to developing the next generation of leaders in this vital industry.
Scholarship recipients are selected based on academic achievement, leadership potential, and a deep dedication to service, integrity, and innovation—values that define Lynn’s legacy and continue to shape the future of hospitality in North Carolina.
By contributing to the fund, donors help ensure that Lynn’s spirit of mentorship and excellence endures, empowering students to build fulfilling careers and stronger communities across the state.
To support the next generation of hospitality leaders, visit NCRLA.org/foundation/grants-scholarships
Why Employee Benefits Matter
The Key to Retention & Business Success
Employee retention is vital to every organization’s success. While salary remains important, a competitive benefits package that includes affordable, easy-to-use health coverage can be a real differentiator in attracting and keeping talent. Yet, rising healthcare costs and limited transparency continue to put pressure on employers, especially small to mid-size businesses.
Decisely is redefining how businesses access affordable, comprehensive benefits for their teams. To better understand the connection between benefits and retention, we analyzed client data from nearly 3,000 organizations. The results were clear: benefits matter — not only to employees, but to overall business performance.
Our Benefits Matter white paper presents data-driven insights proving that access to meaningful benefits directly strengthens workforce stability, boosts retention, and drives long-term success.
Exclusive Benefits for NCRLA Members
In partnership with the North Carolina Restaurant & Lodging Association, Decisely delivers modern benefits solutions like Individual Coverage Health Reimbursement Arrangement (ICHRA) that help employers recruit, retain, and reward their teams.
In today’s competitive labor market, employee benefits aren’t just a perk — they’re a strategic advantage. Decisely’s approach shows with the right structure, transparency, and support, businesses can attract top talent, build loyalty, and thrive in an evolving employment landscape.
Employee Retention Doubles
Employees with Decisely-provided benefits stay, on average, twice as long as those without coverage.
Stronger Outcomes
Employers offering benefits through Decisely experience significantly lower turnover, reduced hiring costs, and greater team continuity.
Empowering Small Businesses
Flexible, quality solutions give small and mid-sized employers the tools to compete for talent on par with larger companies.
Sustainable Impact
Holistic benefits not only improve business health but also increase employees’ confidence and satisfaction in their healthcare.
2026 Legislative Forecast Issues Shaping North Carolina’s
Hospitality Industry
By NCRLA Government Affairs Team
As we look ahead to 2026, NCRLA remains laser-focused on the legislative and regulatory issues that directly impact restaurants, hotels, and the broader hospitality industry in North Carolina. From Washington, DC to the halls of the General Assembly, our advocacy team is working to ensure that policies strengthen—not hinder—your business.
FEDERAL ISSUES TO WATCH
1 Common Cents Act
Congress continues to debate the Common Cents Act, which would eliminate the penny and require cash transactions to be rounded to the nearest nickel. NCRLA is monitoring the impact on point-of-sale systems, rounding policies, and cashhandling procedures to ensure small businesses aren’t left footing the bill for compliance.
2 “No Tax on Tips” Guidance
Following recent federal legislation addressing taxation of tips, the IRS will release new implementation rules in 2026. NCRLA supports clear, fair guidance that protects both employers and employees and ensures payroll systems can adapt smoothly to any changes.
3 Credit Card Competition and Swipe-Fee Reform
Congress is also considering measures to increase competition among credit card routing networks and reduce interchange (swipe) fees. NCRLA supports reforms that lower costs for merchants but continues to advocate against any changes that increase fraud risk or administrative burden.
STATE ISSUES TO WATCH
1 Occupancy Tax Use
The North Carolina Supreme Court is reviewing how local governments may use occupancy tax revenues. NCRLA is defending tourismfocused spending and opposing efforts to divert these dollars away from marketing and visitor-related services.
4 Food Truck Regulation
2
ABC System Reform
Lawmakers are expected to revisit ABC modernization in 2026, from privatization discussions to expanded sales opportunities and happy hour allowances. NCRLA is advocating for practical reforms that simplify operations and maintain a level playing field for hospitality businesses.
NCRLA is working with the NC Department of Health and Human Services (NCDHHS) to advance legislation to ensure proper statewide health inspection of food trucks. We are also working with local departments and governments to ensure enforcement of restrictions on where food trucks are allowed to operate.
5 Support for Tourism Promotion
3 Multiple Bills on THC/CBD and Other Hemp-Derivative Consumables
Several bills have been introduced to create a regulatory framework for hemp-derived consumables—including THC and CBD products—a market that has been largely unregulated in North Carolina. NCRLA supports clear, consistent rules that protect consumers and ensure businesses operating in this space have the guidance they need to remain compliant.
NCRLA continues to champion robust funding for Visit NC and state tourism marketing programs. Tourism promotion drives economic growth, supports jobs, and keeps our state a top travel destination.
7 Expanding Charity Game Night Opportunities
Pending legislation could increase allowable charitable game nights for licensed venues. NCRLA supports responsible expansion that helps restaurants and hotels host community-based fundraising events with less red tape.
6
Opposing New Meals Taxes
Local governments may again seek authority to impose or increase meals or prepared food taxes. NCRLA will oppose these efforts unless revenues are strictly dedicated to tourism and visitor promotion.
Staying Ahead Together
From Manteo to Murphy, NCRLA is the unified voice protecting North Carolina’s hospitality industry. As these issues develop, our team will continue to engage lawmakers, educate members, and provide timely updates to keep your business informed and ready.
for NCRLA A New Chapter
Allen Thomas Takes the Helm as President & CEO
and Lynn
The North Carolina Restaurant & Lodging Association entered a new era of leadership when Allen Thomas stepped into the role of President & CEO in October, following a thoughtful transition period with outgoing leader Lynn Minges.
After a nationwide search, the NCRLA Board of Directors unanimously selected Thomas to guide the association into its next chapter—one defined by growth, innovation, and renewed energy for North Carolina’s hospitality industry.
A Proven Leader for North Carolina
A native North Carolinian with deep experience in business, entrepreneurship, and public service, Allen Thomas brings an impressive record of achievement and connection to NCRLA.
Raised in a family that owned and operated hospitality and hotel properties, Thomas grew up understanding firsthand the challenges and rewards of the industry he now represents. That early exposure instilled in him a lasting appreciation for the people and businesses that fuel North Carolina’s hospitality economy.
Before joining the association, Thomas served as Regional Administrator for the US Small Business Administration, overseeing eight southeastern states, including North Carolina. His focus on small business resilience, access to capital, and economic recovery provided him with unique insight into the
needs of hospitality operators across the region.
He also served three terms as Mayor of Greenville, NC, where he championed entrepreneurship and job creation, and later led North Carolina’s Global TransPark, revitalizing a key logistics hub connecting the state to global markets.
“The hospitality industry is a catalyst of North Carolina’s economy—our people, our culture, and our communities,” Thomas said. “It’s an honor to lead this work alongside our state’s incredible business owners and professionals. NCRLA is a respected force for good, and I’m excited to build on that foundation to ensure our members are positioned for longterm success.”
Driving Growth and Advocacy
As President & CEO, Thomas has quickly focused on advancing NCRLA’s mission to protect, promote, and grow North Carolina’s $35.8 billion hospitality industry. His early priorities centered on strengthening the workforce pipeline, modernizing regulations, and elevating the association’s voice in state and national policy discussions.
Thomas emphasized collaboration with members, policymakers, and partners to ensure North Carolina remains one of the nation’s top destinations for dining, lodging, and tourism. >>
Allen Thomas
Minges joined Charlotte-area hospitality leaders at the Charlotte Marriott SouthPark in October, hosted by Area General Manager Jim Gratton.
Allen and Lynn met with fellow state restaurant association CEOs at the National Restaurant Association headquarters in Washington, DC, strengthening collaboration and shared advocacy priorities.
Building Momentum
In his first 60 days on the job, Thomas hit the ground running—connecting with leaders, listening to members, and shaping NCRLA’s agenda for the future.
Highlights from his first two months include:
• Immersing himself in the association’s governance, programs, and membership alongside the NCRLA team.
• Attending the National Restaurant Association board meeting in Washington, DC, engaging with fellow state restaurant association CEOs and national leaders.
• Meeting with legislative leaders and committee chairs to advance NCRLA’s 2026 policy priorities.
• Participating in key political and industry events to strengthen NCRLA’s advocacy network.
• Meeting with NC Alcoholic Beverage Control Chairman Hank Bauer to align on modernization and compliance priorities.
• Connected directly with operators and partners in Charlotte and Asheville.
• Participating in ProStart Teacher Training in Charlotte, reinforcing NCRLA’s commitment to developing the next generation of hospitality professionals.
Looking Ahead
With a clear vision and a collaborative approach, Allen Thomas is positioning NCRLA for a new phase of strength and relevance.
“Allen’s record of leadership, advocacy, and strategic insight makes him the right person to guide NCRLA forward,” said Jason Smith, NCRLA Board Chair and owner of 18 Restaurant Group. “He understands both the business and the people behind it, and he’s already building momentum that will carry our industry into a successful future.”
As NCRLA looks to the future, the message is clear: North Carolina’s hospitality industry is stronger, more connected, and more ambitious than ever—and Allen Thomas is ready to lead it forward.
teachers from across North Carolina gathered at the Piedmont Natural Gas Technology & Design Center in Charlotte for an NCRLA Foundation–hosted boot camp with Allen and Lynn,
As NCRLA looks to the future, the message is clear: North Carolina’s hospitality industry is stronger, more connected, and more ambitious than ever—and Allen Thomas is ready to lead it forward.
building strong relationships with state policymakers.
ProStart
alongside Courtney Hamm, NCRLA Foundation Director.
Restaurant owner Sen. Michael Lazzara (Onslow), Senate President Pro Tempore Phil Berger (Guilford, Rockingham), and Allen at a political fundraiser in Emerald Isle, underscoring NCRLA’s ongoing commitment to
Allen and Lynn with staff from the National Restaurant Association at NCRLA’s offices in Raleigh, reinforcing the alignment between state and national advocacy efforts.
Manteo to Murphy FROM
A Record-Breaking Night for Hospitality Advocacy
Photography by Doug Burke
Thank You to Our Generous Supporters
This event would not have been possible without the outstanding generosity of our hosts, sponsors, and partners:
Presenting Sponsors
Van Eure and Steve Thanhauser, Angus Barn
Lance Trenary, Golden Corral Corp.
Gold Sponsors
Billy Sewell, Platinum Corral, LLC
Helen Laughery, Laughery Investments
GC Partners
Burney Jennings, Biscuitville
McLane Company
Bob Luddy, CaptiveAire
Pepsi Bottling Ventures
The Biscuit and The Bean Café Inc.
Silver Sponsors
Kitchen Guard
Tommy Haddock, Tri-Arc Food Systems
Wayne Shuler, Shuler Meats
CMC Hotels
Sysco
LM Restaurants
Southbend Restaurant Equipment
Bronze Sponsors
Paul Niswonger, FCM Hotels
Cheney Brothers
LODEN Hospitality
Winwood Hospitality Group
Mitchell•Casteel A Fine Catered Affair
Neomonde Baking Company
Special thanks also go to Carolina Brewery for providing beer, Cook’s Mill Bourbon Whiskey, and BHAWK Distillery for supplying spirits, and Summit Hospitality for hosting visiting chefs.
Thanks to the dedication and partnership of our members and sponsors, North Carolina continues to lead the nation in hospitality advocacy fundraising—ensuring a strong and united future for our industry from Manteo to Murphy.
What an unforgettable evening for North Carolina’s hospitality industry! The 2025 Manteo to Murphy PAC Fundraiser brought together nearly 400 members, sponsors, and partners at the Pavilion at the Angus Barn for one of the most memorable nights of the year—raising more than $220,000 to strengthen hospitality advocacy at both the state and national levels.
Hosted by Van Eure and Steve Thanhauser of the Angus Barn and Lance Trenary of Golden Corral, the evening was a true celebration of hospitality. Guests were treated to creative bites and cocktails crafted by some of North Carolina’s most talented culinary professionals, including 2025 NCRLA Chef of the Year Mauricio Huarcaya, 2025 NCRLA Mixologist of the Year Sarah McCabe, and 2024 Mixologist of the Year Miguel Angel Latorre.
A lively silent auction added even more excitement, featuring exclusive experiences, travel packages, and local treasures—all to benefit the NCRLA PAC, the NCRLA Advocacy Fund, and the National Restaurant Association’s Restaurant PAC.
It’s inspiring to see so many hospitality leaders from across the state come together to protect and strengthen our industry’s voice.”
Allen Thomas President & CEO, NCRLA
“The support and energy in the room were incredible,” said NCRLA President & CEO Allen Thomas. “It’s inspiring to see so many hospitality leaders from across the state come together to protect and strengthen our industry’s voice.”
The evening was made even more special when host Steve Thanhauser honored retiring NCRLA President & CEO Lynn Minges for her remarkable leadership and accomplishments over the past 13 years. Under Lynn’s direction, NCRLA has expanded its advocacy, strengthened its partnerships, and elevated the visibility of North Carolina’s hospitality community nationwide.
In a heartfelt tribute, NCRLA Board Chair Jason Smith unveiled the newly established Lynn Minges Hospitality Scholarship, created to honor her enduring impact on the industry. The scholarship will support students who demonstrate passion for hospitality, tourism, and community impact—reflecting Lynn’s lifelong commitment to growing and strengthening this vital industry across North Carolina.
Recipients will be selected based on academic achievement, demonstrated leadership, and a dedication to carrying forward Lynn’s values of service, integrity, and innovation as they build their careers within North Carolina’s hospitality community.
LM Restaurants Founder Lou Moshakos with Van Eure and Steve Thanhauser of the Angus Barn.
Jason Smith, NCRLA Board Chair and Owner of 18 Hospitality Group, recognizes longtime NCRLA President & CEO Lynn Minges for her years of dedication.
Manteo to Murphy attendees bid on dozens of auction items and packages as part of our silent auction.
Golden Corral CEO and Board Member Lance Trenary pictured with his team enjoying the live auction segment of the evening.
NCRLA President & CEO Allen Thomas with Board Member Julia McGovern of Poppyseed Market.
NCRLA's 2025 Chef Showdown Chef of the Year Mauricio Huarcaya of Gustu Peruano in Wilmington serving up his take on a classic Peruvian dish.
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2026 MENU TRENDS
What’s clear for 2026: comfort, value, and global inspiration will guide many customer decisions. Diners want food that feels familiar yet exciting, indulgent yet mindful of wellness. Perhaps equally important, they want it without blowing their budget. Below is a recap of the biggest takeaways North Carolina operators should keep on their radar.
Proteins as an add-on Compostable and reusable packaging
These trends reflect a balancing act: guests craving familiar flavors, operators seeking efficiency, and both sides caring more about wellness, clarity, and sustainability.
Our partners at the National Restaurant Association have released their 2026 What’s Hot Culinary Forecast. It’s a snapshot of the dishes, beverages, and macro forces shaping menus nationwide. As North Carolina’s hospitality advocate, NCRLA tracks these insights closely to help our members stay ahead of guest expectations, operational challenges, and growth opportunities.
Comfort, Nostalgia, and “Flavor Escapism”
Consumers in 2026 want food that transports them via nostalgia, cultural curiosity, or simply a break from the everyday. Nostalgia is as powerful as ever, but diners also want new twists on the classics.
Smash Burgers and Beyond
The smash burger continues its reign as an affordable indulgence. Thanks to social media, it’s become a favorite among younger consumers, pushing operators to keep reinventing it. One example gaining momentum: smash burger tacos, which blend comfort with novelty.
Modern Comfort, Global Influence
The five hottest dishes for 2026 reflect North America’s growing appetite for international comfort foods. Misoglazed proteins, Caribbean curry bowls, and upgraded instant noodles allow guests to “travel” through flavor without leaving town.
For many diners, these dishes evoke places they’ve visited or hope to visit. For operators, they present a cost-friendly way to offer variety without complex ingredients.
WHAT'S HOT: Dishes
• Smash burgers
• Elevated instant noodles
• Caribbean curry bowls
• Smoothie bowls
• Miso-glazed proteins
EMERGING:
• Lion’s mane mushroom burgers
• Filipino pork tocino
• Middle Eastern za’atar flatbreads
WHAT'S HOT: Beverages
• Low-alcohol and non-alcohol drinks
• Locally sourced spirits
• Energy drinks
• Personalized hydration
• Fermented, gut-friendly beverages
EMERGING:
• Soju
• Mood and mental wellness beverages
• CBD-infused beverages
A New Era of Beverage Expectations
The beverage category continues to evolve quickly, especially as younger diners place health and balance at the center of their choices.
Low- and No-Alcohol Growth
Gen Z and Millennials in particular are driving demand for low-ABV and zero-proof options. Craft alcohol-free beer, mocktails, CBDinfused selections, and functional beverages are simply expected now.
Local Spirits on the Rise
When alcohol is chosen, customers increasingly want locally produced spirits. They value the sense of community, reduced carbon impact, and unique flavor profiles that come with small-batch production which is advantageous for North Carolina’s distillery scene.
The Personal Hydration Movement
From electrolyte-boosted waters to drinks tailored for recovery or focus, personalized hydration is becoming a key driver in beverage ordering. Some restaurants across the country are even introducing “water menus” with curated tasting notes, showing that creative beverage programs can strongly influence where guests choose to dine.
Smash burger with guacamole and caramelized onions
Paloma mocktail with club soda, red grapefruit, lime juice and agave syrup
Protein + Heat = A Winning Combo
One of the clearest trends across menu categories is protein-focused everything. From bowls to beverages, guests are increasingly watching their intake for wellness reasons, including muscle building, satiety, or weight management.
Operators are pairing this protein push with bold, spicy flavors that cut through the familiar. Chili-lime, miso, gochujang, and even ghost pepper honey glazes are showing up on meats, seafood, tofu, and vegetable dishes. These global flavors bring intensity without sacrificing healthminded appeal.
Sweet comfort remains a powerful draw, but consumers want desserts that surprise and feel elevated.
Old Favorites, New Tricks
Salted caramel is finding new life through espresso infusions. S’mores, long a campfire staple, have returned as a full-fledged menu star, appearing in formats ranging from smoked to flambéed.
Dubai Chocolate Takes the Spotlight
A global crossover hit, “Dubai chocolate”, a blend of chocolate, pistachio, and kataifi, is rising fast on dessert menus and social feeds thanks to its luxurious flavor profile.
Freeze-Dried Fruit for Function and Flavor
Freeze-dried fruits have become operator favorites due to long shelf life, consistency, and versatility. Their intense flavor and crunch make them ideal for garnishing or creating “better-for-you” dessert options.
Whether it’s a noodle bowl or a rich dessert, diners want dishes that feel warm, familiar, and dependable.
2. Value Matters More Than Ever
Comfort alone doesn’t guarantee success anymore. In today’s economic landscape, value remains the top decision-maker for consumers. The smash burger is a perfect example, delivering nostalgia while offering operators strong food-cost control through portion efficiency and speed.
3. Guests Want Transparency
Clear labeling, allergen indicators, and cleaner ingredient lists are now essential. Diners want to know what they’re eating and where it comes from.
Bibimbap - Korean mixed rice, vegetables, and beef with a fried egg and gochujang in a hot stone pot
Dubai chocolate cheesecake with kataifi and pistachio paste
Dubai chocolate ice cream
Don’t miss out! Take advantage of $0 to start by scanning the QR code.
KEY TRENDS
Transforming North Carolina’s Hotel and Lodging Industry in 2026 (and
Beyond)
North Carolina’s hotel and lodging sectors are entering 2026 with renewed momentum and new challenges. Evolving guest expectations, rapid advances in technology, and a growing emphasis on sustainability are transforming how properties operate and connect with travelers. From AI-driven operations to wellness-focused design and authentic local experiences, hotels are reimagining what hospitality looks like in the modern era.
THE TECHNOLOGY AT THE CORE OF HOTEL STRATEGY
According to IDeaS’ Future Forecast: Hospitality Tech Predictions for 2026, hotels are focusing on simplifying systems and uniting their sales, marketing, and revenue operations. Nearly 90% of hoteliers plan to adopt new AI tools to make daily tasks easier and improve guest service. Mobile check-in, predictive pricing, and chatbots are becoming standard features that save time and elevate the guest experience.
Hotels using integrated systems and data-driven strategies are seeing strong results, including a 23% boost in efficiency and a 15% increase in guest satisfaction. In 2026, the most successful properties will be those that use technology not to replace people, but to empower them to work smarter and create more meaningful guest interactions.
DESIGN THAT MIRRORS THE MODERN TRAVELER
Hotel spaces are evolving to reflect the way travelers blend work, wellness, and social connection. According to the 2025 Skift Megatrends Report, more than 70% of travelers prefer hotels with multiuse communal areas that feel both productive and social. Designers are responding with flexible layouts—lounges that transform into meeting spaces, lobby bars that double as co-working hubs, and guest rooms with modular furniture.
Natural materials, local artwork, and regional storytelling are also central to this design evolution. The American Society of Interior Designers (ASID) notes that 82% of travelers say locally inspired design elements make their stay more memorable. For North Carolina properties, incorporating coastal textures, mountain-inspired palettes, or regional craftsmanship helps differentiate them in a competitive market while connecting visitors to a true sense of place.
THE RISE OF “BLEISURE” AND EXTENDED STAYS
Business and leisure continue to converge. The Allied Market Research Bleisure Travel Report projects the global bleisure market will grow from $315 billion in 2023 to more than $730 billion by 2032—an 8.9% compound annual growth rate. Nearly nine in 10 business travelers now extend their work trips for leisure, according to the American Hotel & Lodging Association (AHLA).
Hotels are adapting with flexible long-stay options, in-room workspaces, and packages that encourage guests to arrive early or stay later. Properties that cater to this trend report stronger midweek occupancy and repeat visitation. Some brands, such as Hyatt’s “Work From Hyatt” initiative, have introduced dedicated programs with discounted long stays and wellness-minded amenities for remote professionals.
SUSTAINABILITY MOVES FROM TREND TO EXPECTATION
BUILDING A SKILLED, EFFICIENT, AND RESILIENT HOTEL TEAM
Labor shortages remain a concern across the industry. According to AHLA, 65% of hotels report ongoing staffing gaps. To address this, many operators are investing in automation and staff training to balance efficiency with service quality. Self-service technology, mobile check-in, and digital scheduling tools are helping teams focus on higher-value guest experiences while keeping operations running smoothly.
Upskilling and cross-training programs are also proving essential to attracting and retaining employees. Hotels that invest in workforce development are not only improving service standards but also strengthening their long-term operational stability.
Sustainability is no longer just a value proposition—it is now a business expectation. The Global Sustainable Tourism Report found that hotels with comprehensive sustainability programs generate 12% higher overall revenue than those without them. Energy-efficient designs, smart water management, and eco-friendly building materials are helping hotels reduce costs and environmental impact.
Travelers are also paying attention. Eight in 10 guests now consider sustainable practices when booking their stays, and many are willing to pay more for eco-friendly options.
8 10 IN
Guests now consider sustainable practices when booking their stays.
PRIORITIZING REST AND RECOVERY
Amid an increasingly overstimulated world, travelers are prioritizing calm environments and restorative sleep. The Global Wellness Institute reports that 73% of travelers now consider quality rest a primary goal of their vacations.
Hotels are investing accordingly, with innovations like soundproofing upgrades, “quiet floor” designations, and circadian lighting systems that support natural sleep rhythms. Properties using sleep-focused amenities—such as white-noise machines, blackout drapery, and ergonomic bedding— report up to a 12% increase in positive reviews on booking platforms, according to ReviewPro.
PERSONALIZATION DEFINES THE GUEST EXPERIENCE
Modern travelers want stays that feel tailored to them. According to EHL Hospitality Insights, 65% of guests are willing to pay more for a personalized experience. AI and integrated apps make it easier for hotels to anticipate preferences, personalize amenities, and provide timely, relevant offers.
Wellness continues to influence lodging design and amenities. The global wellness and spa market is projected to reach $170 billion by 2030 as guests prioritize self-care and restorative travel. Hotels are responding with features such as fitness and meditation programs, sleep-enhancing lighting, and wellness-focused dining.
THE CHANGING NATURE OF TRAVEL
Booking.com’s 2026 Travel Predictions show that travelers are seeking experiences that blend creativity, comfort, and purpose. Many are embracing high-tech vacation rentals, nature-based getaways, and personalized trips guided by AI recommendations. Others are returning to nostalgic or relationship-based travel, planning journeys that test connections or revisit meaningful destinations.
LOOKING AHEAD
As 2026 unfolds, the most successful hotels will be those that combine innovation, sustainability, and authenticity. Technology will simplify operations, personalization will drive loyalty, and purposedriven travel will redefine guest expectations.
NCRLA remains committed to helping North Carolina’s hospitality community adapt to these changes. Through advocacy, education, and industry partnerships, we continue to support hotels and lodging operators as they navigate evolving trends and deliver exceptional experiences that showcase the best of our state.
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Cloud-based restaurant management platform that integrates point-of-sale, online ordering, payroll, and team management into one system.
Certifications & Training
AHLEI provides a range of resources, including online learning, professional certification, and educational materials for the hospitality industry.
BEST provides free prevention training for NCRLA members to disrupt human trafficking.
Workforce development and training for the hospitality leaders of tomorrow.
Certifications & Training
Elevate your restaurant's success with exclusive savings on insights, tools, and training for NCRLA members.
NCRLA members receive 20% off ServSafe trainings and certifications.
Foodservice & Beverage
Butterball Foodservice offers chefs superior turkey products and exceptional customer service.
Got To Be NC is a proud partner of NCRLA to connect chefs and restaurants to local products to continue to diversify, innovate, and strengthen NC's food and agriculture businesses.
Pepsi Bottling Ventures is the largest independent Pepsi-Cola bottler in the nation, operating 12 production and distribution sites in NC. As NCRLA’s Born in the Carolina’s partner, they can help fill your beverage needs.
Shelton Vineyards remains one of the largest vineyards on the East Coast, serving as a new agricultural resource for an area once dependent on tobacco farming.
Sysco is the global leader in selling, marketing, and distributing food products to restaurants, lodging establishments, and other customers who prepare meals away from home.
US Foods provides customers with innovative food offerings, culinary equipment, and a comprehensive suite of e-commerce, technology, and business solutions to help increase your bottom line.
Tax Credits & Lending Solutions
Adesso Capital is NCRLA's partner for lending solutions, Tip Tax Credit eligibility, and FFCRA tax credits for self-employed individuals.
Workers' Compensation
EMPLOYERS is the workers' compensation provider for NCRLA, offering a 5% discount on workers' compensation insurance and services through our network of independent insurance agents.
Legal Solutions
Specializing in Alcohol Legal Issues.
Experts in North Carolina retail, restaurant, and hospitality law.
Entertainment & Music Licensing
BMI makes it simple to use music in your bar, restaurant, or brewery. Save up to 20% on annual fees.
As North Carolina's amusement industry leader, Capital Games is at the forefront of the exciting Video Lottery Terminal (VLT) market.
Lucky Lincoln Gaming, LLC is a licensed Video Gaming Terminal Operator.
Liquor Liability
NCRLA members save up to 20% on your liquor liability policy with Hospitality Insurance and 5% on your Business Owner Policy.
Hotel Performance Data
Global data benchmarking, analytics, & marketplace insights.
Cleaning & Sanitation Suppliers
Provides cleaning and sanitation products and services to businesses in foodservice, food processing, and hospitality.
Cleaner, safer commercial kitchens are their mission.
Provides high-quality uniform rental and facility services to restaurants, hotels, and lodging operations. They offer customized programs for chefs, service staff, housekeeping, and maintenance teams.
Health & Wellness Benefits
We partnered with Decisely to bring you the NCRLA Benefits Center—healthcare solutions exclusively for NCRLA members, their families, and staff.
Insurance People of NC will assess your situation and develop a comprehensive, cost-effective solution that fits your needs.
24/7 accessible health benefits for all hospitality employees regardless of fullor part-time status.
Marsh McLennan Agency (MMA) provides business insurance, employee benefits, retirement, and private client solutions through over 15,000 colleagues and 300+ offices across the U.S. and Canada, combining personalized service with the global resources of Marsh McLennan.
Tailor-made health plans for your business.
Marketing & Communications
Helping clients in the hospitality industry take their stories to the next level.
Member Moments
Proudly Recognizing North Carolina’s Hospitality Leaders
LM Restaurants to Open Smash Social Club in Former Carolina Ale House Space
NCRLA member LM Restaurants is bringing new life to downtown Raleigh's Glenwood South district with the recent opening of Smash Social Club, described as an "upscale social playground." The new restaurant and bar opened in early December at the former Carolina Ale House space at 500 Glenwood Ave.
The 9,600-square-foot venue combines dining, drinks, and interactive games—from ping pong to shuffleboard, beer pong, and tech-enhanced darts. “Smash Social Club is all about connection and play,” said LM Restaurants President Amber Moshakos. “It’s an elevated, high-energy space made for Raleigh—perfect for groups, celebrations, and unforgettable nights on Glenwood.”
Smash Social Club marks the latest concept from LM Restaurants, the hospitality group behind Carolina Ale House, Taverna Agora, Vidrio, Birdie’s Barroom & Kitchen, and a’Verde Cocina and Tequila Library.
Golden Corral Celebrates 25 Years of Military Appreciation Night
NCRLA member Golden Corral marked 25 years of honoring US service members and veterans with its annual Military Appreciation Night. On Tuesday, Nov. 11, all active-duty military, retirees, reservists, guardsmen, and veterans were invited to enjoy a complimentary dinner buffet and beverage at participating Golden Corral locations nationwide. The long-standing event also supports Disabled American Veterans (DAV).
Since 2001, Golden Corral has served nearly 6.7 million meals and raised more than $20 million for military causes. Beyond the annual celebration, Golden Corral continues to give back through Camp Corral, which provides free summer camps for children of wounded, ill, and fallen service members, and through a new partnership with Project Healing Waters, a nonprofit using therapeutic fly fishing to aid veterans’ rehabilitation.
Photo: Stacey Sprenz
Three North Carolina Hotel Restaurants Named Among America’s Best
OpenTable and KAYAK have named three North Carolina restaurants among the top 100 hotel dining destinations in the country. All three are proud NCRLA members.
The luxury restaurant Herons at The Umstead Hotel and Spa in Cary earned top marks for its refined Southern hospitality and seasonal, farm-driven menu. Herons offers breakfast, lunch, dinner, and weekend brunch, along with a five-course tasting menu that highlights ingredients from the hotel’s One Oak Farm.
In Asheville, The Omni Grove Park Inn claimed two spots on the list with Blue Ridge, a Southern farm-to-table concept, and Sunset Terrace, known for fresh seafood, hand-cut steaks, and sweeping mountain views.
DoorDash Expands into Restaurant Reservations and Robot Deliveries
NCRLA Corporate Partner DoorDash is broadening its services beyond takeout, introducing restaurant reservations and autonomous robot deliveries in select US cities.
DoorDash launched a new “Going Out” tab for booking restaurant tables in New York and Miami, with plans to expand to more markets this year. The update follows DoorDash’s $1.2 billion acquisition of hospitality software company SevenRooms, signaling a deeper investment in restaurant technology and guest engagement.
DoorDash also unveiled “Dot,” an in-house-designed delivery robot now being tested in the Phoenix area. The compact robot carries up to 30 pounds and travels across streets, sidewalks, and driveways. The company says autonomous delivery will help meet growing demand while expanding access to suburban customers. With innovations like Dot and the “Going Out” tab, DoorDash aims to strengthen its partnerships with restaurants and attract new diners.
Toast and Uber Announce Global Partnership to Drive Restaurant Growth
NCRLA corporate partner Toast has entered a multiyear global partnership with Uber to help restaurants enhance their online ordering, streamline operations, and reach more customers.
The collaboration will focus on product innovation and marketing initiatives to improve guest experiences and boost sales. The partnership will launch in the US and Canada, with plans to expand internationally. As part of the agreement, Toast will make Uber its preferred food delivery marketplace for Toast restaurants worldwide.
Through deeper integrations between Uber Eats, Uber Direct, and Toast Delivery Services, restaurants will gain new tools to manage promotions, create local ads, and increase revenue across first- and third-party ordering channels.
This marks the latest step in a growing trend of partnerships between delivery platforms and restaurant technology companies, aimed at helping operators adapt and thrive in an increasingly digital marketplace.
Herons at The Umstead Hotel and Spa
Photo: Anna Routh
North Carolina Shines in New MICHELIN Guide
47 restaurants earn honors in the inaugural American South edition
North Carolina’s culinary excellence took center stage as 47 restaurants across the state were featured in the inaugural MICHELIN Guide to the American South, unveiled in November in Greenville, SC.
Leading the honors, Charlotte’s Counter- earned the coveted MICHELIN Star, recognizing Chef Sam Hart’s extraordinary creativity and precision. Colleen Hughes, NCRLA’s 2021 Mixologist of the Year from Charlotte’s Supperland, received the MICHELIN Exceptional Cocktails Award, while Counter- and Asheville’s Luminosa were both awarded Green Stars for their inspiring commitments to sustainability and visionary dining.
In addition, seven restaurants earned Bib Gourmand designations—celebrated for delivering exceptional food at a great value:
• Lang Van (Charlotte)
• Little Chango (Asheville)
• Luminosa (Asheville)
• Mala Pata (Raleigh)
• Mother (Asheville)
• Prime Barbecue (Knightdale)
• Sam Jones BBQ (Raleigh)
Another 39 North Carolina restaurants received MICHELIN Recommendations, spotlighting the state’s depth of talent and diverse culinary identity.
Here are the recommended restaurants by city.
Raleigh and Durham AREA
RALEIGH
Brewery Bhavana
Brodeto
Crawford and Son
Jolie
Poole's
St. Roch Fine Oysters and Bar
Stanbury
Tamasha
The Pit
CARY
Dampf Good BBQ
Herons
DURHAM
Little Bull Nanas
Nikos
Seraphine
PITTSBORO
The Fearrington House
Asheville AREA
Addissae Ethiopian Restaurant
The Admiral
All Day Darling
Cúrate Bar de Tapas
Golden Hour
Good Hot Fish
Leo's House of Thirst
Soprana
Sunny Point Cafe
Table
Tall John’s
Ukiah Japanese Smokehouse
Chef Douglas Rodriguez Nikos, Durham
Photo: Forrest Mason
Chef Angela Salamanca Mala Pata, Raleigh
Matt Kelley Nanas, Durham
Photo: Yuri Vaysgant
CHARLOTTE AREA
Customshop
Ever
Haberdish
Little
Omakase
PrimeFish
Rada
North
Haberdish,
Counter-, Charlotte Photo: Colin Cassidy
Hello Sailor, Cornelius @hellosailornc
Did You Know?
Hospitality Industry News Bites
New Tax Reform Resource Hub for Restaurants
The National Restaurant Association has launched a new webpage, “One Big Beautiful Bill” (OBBB), to help restaurant owners and employees better understand recent federal tax reforms and access available benefits. The site provides tools and guidance on the new No Tax on Tips and No Tax on Overtime deductions, taking effect in 2026. Resources include quick-start checklists, overview sheets, and a social media toolkit for online communication. The Association submitted comments to the US Department of Treasury regarding the implementation of the No Tax on Tips deduction, projected to return $6.4 billion to more than 2 million restaurant workers. A final rule is anticipated by late 2025.
Music Licensing Lawsuit Targets NC Venue
A Greensboro rooftop bar is among several establishments nationwide facing legal action by the American Society of Composers, Authors and Publishers (ASCAP) for allegedly playing copyrighted music without the proper licenses. One Thirteen Brewhouse + Rooftop Bar, located on North Greene Street, was named in the lawsuit. ASCAP said it made repeated attempts to contact the businesses to arrange licensing agreements. This case underscores the importance of music licensing for bars, restaurants, and hotels. For live music, DJs, streaming, or broadcasts, businesses must have the proper licenses to legally play copyrighted material.
NCRLA members can stay compliant through Broadcast Music Inc. (BMI), which offers discounted licensing options that cover more than 22 million songs. BMI’s program helps operators manage licensing and avoid legal risk.
World’s Largest Cultivated Meat Site Opens in NC
The world’s largest cell-cultured meat facility is beginning production in Wilson County, NC, following final approval from the US Department of Agriculture. Believer Meats, founded in Israel in 2018, secured the USDA’s first inspection grant for large-scale cultivated meat production in the United States, along with product label approval and a “no questions” letter from the FDA.
The 200,000-square-foot facility will produce up to 12,000 tons annually, using advanced biotech methods to grow meat from chicken cells. It includes an innovation center and tasting kitchen. CEO Gustavo Burger called the approval “a major milestone” that enables commercial production and global export. Backed by NCBiotech, Believer Meats’ expansion highlights North Carolina’s growing role in food technology.
Ecolab Unveils Smarter, Greener Laundry Tech
Ecolab has introduced new water and energy optimization solutions for commercial laundries, filtering out lint, sand, and debris to protect water quality and improve wash performance.
Digital tools enhance operations. Wash Process Intelligence provides real-time monitoring of water flow, energy use, and chemical dosing. Remote dashboards let managers track production metrics from anywhere. Process validation tools generate reports to confirm disinfection standards and flag deviations. Digital training modules help operators cover labor gaps and reinforce best practices. Together these solutions help laundries run more efficiently and sustainably.
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