The next frontier for grocery delivery: hotels

Wyndham is launching a new service that gives guests easy access to grocery delivery, bringing groceries straight to guests' doors with the help of Instacart and Peapod.

The handy service – currently piloting at eight Hawthorn Suites hotels in and around Chicago, Ill.; Philadelphia, Penn.; Raleigh and Charlotte, N.C.; Hartford, Conn.; and Orlando, Fla. – is the brand's newest offering developed to help long-term guests maintain their routines when away from home. It's the latest addition to Homemade @ Hawthorn, the brand's in-room, chef-driven cooking program designed for hotel living serving up seasonal, home-cooked recipes from award-winning chefs which can be easily prepared in a fully equipped in-suite kitchen.

With just a few clicks at, guests at the pilot hotels can easily find and order all of the ingredients for their favorite Homemade @ Hawthorn recipe, or their most-wanted grocery items, and have them delivered straight to their hotel.

"We know convenience is king for long-term travelers staying in new cities for weeks or months at a time," said Larry Hambro, vice president, brand operations, Hawthorn Suites. "An essential part of helping our guests stick to their regular regimens when they stay with us is delivering the comforts of home, like a homemade meal or their go-to snack. Our grocery delivery pilot makes that possible by giving guests the power of selection combined with the convenience of online shopping and curated dishes. We get everything delivered these days straight from our computers and phones, from car rides to shaving kit subscriptions to groceries – so why shouldn't we also get them when we're traveling for extended periods?"

Interest in online grocery ordering and delivery is on the rise: U.S. consumers spent an estimated $42 billion online in groceries in 2016, up more than 160% over 2015. Industry experts predict the segment has the potential to grow five-fold over the next decade with American consumers spending upwards of $100 billion by 2025.

"More and more people are getting groceries delivered at home – last year, one in 10 Millennials and Gen Xers in the U.S. shopped for groceries online, up almost 10% from 2015. Why shouldn't they have that same convenient experience when away from home?" Hambro said.