Transforming a Luxury Resort Menu: JOIA by Iberostar Achieves 30% Plant-Based Across All Dining Venues

Client Overview

Iberostar Group operates luxury resorts around the world, including the flagship property JOIA Aruba by Iberostar, a luxury resort that is also part of the IHG Hotels & Resorts portfolio. Known for its strong sustainability commitments, the brand sought to strengthen its food and beverage strategy by expanding plant-based dining across the resort while maintaining the high culinary standards expected at a luxury property.

The Opportunity

Like many hospitality businesses, the resort recognized the growing demand for plant-based dining from guests seeking sustainable, inclusive food choices. At the start of the project, less than 5% of menu offerings across the resort’s restaurants were plant-based. The leadership team set a sustainable goal: transition 30% of every menu across the property to plant-based options while ensuring that the dishes would appeal to a broad range of guests, not just vegans.

Our Approach

Over a six-month collaboration in 2025, Vegan Hospitality worked closely with the resort’s culinary leadership, management team, and staff to design and implement a plant-forward strategy across the property.

The project was led by Meredith Marin, co- founder of Vegan Hospitality, alongside certified Vegan Hospitality consultant Anna Karle, who traveled from Germany to Aruba to support the initiative. Together, they worked with the resort to evaluate menus, develop new dishes, and train staff across departments.

Key Actions

Menu Transformation Across the ResortMore than eight menus were evaluated and re-engineered, including restaurants, buffets, and pool bar, to ensure that at least 30% of offerings were plant-based while maintaining the resort’s luxury culinary standards.

Culinary Innovation and Recipe DevelopmentChefs were introduced to new ingredients, preparation techniques, and creative approaches to plant-based cooking. A simple yet impactful example was replacing the resort’s breakfast pancake and waffle recipe with a fully vegan version that maintained the same flavor and quality, making it the new standard for the breakfast buffet. This small change made a big impact: cost savings on ingredients, reducing the carbon footprint of these items, and making the dishes accessible to more guests including vegans and those with lactose intolerance and egg allergies. 

Training for Front and Back of House TeamsWith more than 200 employees on property, training was provided both in person and virtually to ensure the entire team understood the new menu offerings and could confidently serve guests seeking plant-based options.

Results

30% Plant-Based Across the PropertyThe resort successfully achieved its goal of transitioning 30% of menu items to plant-based options across all dining venues.

Increased Plant-Based SalesWith more appealing and visible menu options, the resort is seeing increased sales of plant-based dishes.

Higher Guest SatisfactionGuests have reported greater satisfaction with the variety of plant-based options available and the knowledge of the service staff.

Property-Level CertificationThe resort ultimately achieved Vegan Hospitality Certification in January 2026, recognizing its leadership in providing accessible and high-quality plant-based dining.

Culinary Team Feedback

“Today we concluded the second day of the vegan food workshop. It was truly enriching for the entire team, providing us with new ingredients, techniques, and most importantly, IDEAS for creatively using products to optimize processes and add new vegan options to our menus that will appeal to all our customers.” ~ Executive Chef

Industry Impact

This initiative demonstrates how luxury hospitality can integrate plant-based dining in ways that support sustainability goals, guest satisfaction, and operational success. Inspired by the results at JOIA Aruba, the broader Iberostar group is now exploring how a similar 30% plant-based benchmark could be implemented across additional properties.

For the hospitality industry, this project serves as a powerful example that meaningful menu transitions are achievable when culinary innovation, staff training, and strategic guidance come together.

We would love to help your hotel pilot a 30% menu transition at one or more of your resorts. Contact us to discuss your interest.