Trends we spotted | Week 20
Summer makeover for Williams Botanical Garden in Amsterdam - credits julesreijnders.studio
The Peninsula London elevated hospitality with a limited time luxury dog grooming
Dante Mayfair becomes permanent restaurant and bar at the Claridge’s London
Kerzner has announced One&Only Courchevel - (rendering)
At horecatrends.com we spot many national and international trends on a daily basis. We pick the most interesting ones to write about, the other trends we use in our weekly column ‘Trends we spotted this week’. With this week links to articles about:
- Some inspiration for outdoor and indoor, sporting activities: Thruball and Crazy Golf Football, like at Footy Nation.
- Bonne Nuit Patisserie, located in Istanbul, Turkey has created a sweet twist on tacos!
- Two examples of hosPETality:
- At Charly’s Treat Bar, everything revolves around dogs: from puppicino’s, snacks and accessories to playful concepts built entirely around them.
- The Peninsula London took high-end hospitality one step further with its limited time, dog grooming parlour inside the hotel.
- Claridge’s in London is making its collaboration with New York institution Dante a permanent feature: this summer, Dante Mayfair will open as a restaurant and bar within the hotel.
- Recently, Williams Farmhouse in Amsterdam unveiled a complete summer makeover, inspired by the atmosphere of a British garden party. Their summer name is Williams Botanical Garden!
- Kerzner has announced One&Only Courchevel, the brand’s first resort in the French Alps, set to open in 2030 in legendary Courchevel 1850.
Enjoy reading!
New startup taps into summer trend | Thruball
This summer, a new outdoor game appears to be gaining traction: Thruball. The startup introduces a compact, portable game concept built around speed, competition and playing together. Its simplicity is key at a time when consumers are increasingly looking for low-barrier social activities for beach days, park meet-ups and holidays. Thruball is easy to carry, quick to set up and designed for groups of friends or families seeking offline entertainment.
From beach clubs to campsites and festivals, formats that combine movement, fun and social interaction fit seamlessly into the growing demand for active summer experiences. More details at their website, linked in the title.
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The indoor football experience | Crazy Golf football
Football is increasingly being reinterpreted beyond the traditional pitch. Footy Nation shows how the sport is translated into interactive experiences, with games like Spin Ball where visitors complete a series of challenges across a course. The concept sits somewhere between mini golf and arcade gaming, but uses football as its central theme. It creates an accessible activity focused on fun, competition and shared experiences.
For groups of friends, families and corporate outings, this fits within the rise of competitive socializing: entertainment formats where social interaction and light-hearted rivalry take center stage. Check out their website in the link in the title.
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A creative and sweet twist on tacos
We spotted the below shown reel for Mother’s Day: not a standard gift but a more original, shareable food moment. Bonne Nuit Patisserie, located in Istanbul, Turkey. Filled chocolate tacos: playfully structured, richly filled and different from traditional patisserie.
It’s the kind of idea that stands out through shape and presentation, making it well suited as a gift for any moment not just around Mother’s Day. Check out their website, linked in the title for more creative patisserie ideas!
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Charly’s Treat Bar puts dogs fully at the centre of lifestyle experiences
At Charly’s Treat Bar in Wien, everything revolves around dogs: from snacks to accessories and playful concepts built entirely around dogs. The puppicino, a cappuccino-style treat made specifically for dogs, is a standout example. It’s not a translation of human habits, but the creation of dedicated indulgence moments within a growing pet lifestyle category.
It shows how niche brands are expanding experiences around pets, with attention to detail and fun. As seen in previous coverage of dog-friendly hospitality, the dog is no longer just ‘accompanying’ the guest, but a fully integrated part of the concept. If you already allow dogs at your terrace, a treat bar is simple to make!
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The Peninsula London elevates hospitality with luxury dog grooming
The Peninsula London took high-end hospitality one step further with their limited time, dog grooming parlour inside the hotel, from February 10 till May 10th this year. A collaboration with Love My Human, a dedicated grooming space offered services ranging from washing and trimming to small spa treatments.
The development reflects how far luxury hosPETality has evolved in personalizing the guest journey, extending it to four-legged companions. As seen in the growing wave of pet-friendly hospitality, dogs are now treated as full guests within the experience, with attention, style and comfort at hotel level.
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Dante Mayfair becomes permanent fixture at the Claridge’s
Claridge’s in London is making its collaboration with New York institution Dante a permanent feature: this summer, Dante Mayfair will open as a restaurant and bar within the hotel. They had a pop-up last summer. Claridge’s Restaurant will temporarily close and reopen in June, fully operated by Dante founders Linden Pride and Nathalie Hudson. The concept brings a Manhattan atmosphere to Mayfair, featuring a relaxed setting, a strong focus on Martini hour, live music and a menu inspired by New York dining culture. Claridge’s positions the venue as the ‘living room of Mayfair’, a social space centred around food, drinks and atmosphere, while Dante continues its legacy as an iconic New York bar and restaurant with over 100 years of history.
Williams Botanical Garden | The summer makeover of Williams Farmhouse
Recently Williams Farmhouse at the Beethovenstraat in Amsterdam unveiled a complete summer makeover, inspired by the atmosphere of a British garden party, they even renamed their restaurant to Williams Botanical Garden. Dark winter tones give way to white linen, light colours, flowers, plants, new art and a sunny terrace that feels like a stylish garden party in Amsterdam-Zuid. The recognisable Williams signature remains: British-inspired, refined and stylish, but in a fresh summery version. In winter, the restaurant transforms into Williams Farmhouse, a warmer and more intimate concept. This sets Williams apart as one of the few restaurants in Amsterdam that completely reinvents itself twice a year, from the interior and terrace to the menu and atmosphere.
Kerzner will introduce pinnacle of high-altitude luxury in Courchevel
Kerzner has announced One&Only Courchevel, the brand’s first resort in the French Alps, opening in 2030 in legendary Courchevel 1850. Blending timeless alpine architecture with One&Only’s understated glamour, the resort will offer ultra-luxury hospitality, panoramic mountain views, exceptional dining, vibrant social spaces, and a tranquil wellness sanctuary. The development will also include a highly exclusive collection of One&Only Private Homes, set to become some of the most sought-after branded residences in the French Alps.
