Full-service hotels can improve their performance by targeting customers outside the hotel, not just guests staying there. By focusing on attracting non-hotel customers, hotels can boost their food and beverage and rooms departments. Offering unique gastronomic experiences can attract niche gourmet tourists and give hotels a competitive edge. This strategy can also bring in more cash flow and increase brand awareness. Hotels should expand their food and beverage offerings to locals and compete with nearby restaurants to be more successful.