Hampton by Hilton rolls out first guest-created waffle flavour

Hampton by Hilton is introducing its first guest-created waffle flavour at nearly 2,500 participating hotels across the United States and Canada in August, the company said. The limited-time Peach Cobbler Waffle brings the winning entry from its inaugural Guest Waffle Boss competition into the brand’s complimentary hot breakfast offering.

Created by Kaylee Voight of East Lansing, Michigan, the recipe combines peaches, oat crumble, caramel sauce and whipped cream with a Belgian waffle that guests bake themselves. The launch comes ahead of National Waffle Day on August 24.

For participating hotel operators, the introduction adds a guest-developed recipe to an established breakfast service. Hampton estimates that guests make 30 million waffles at its hotels each year, and the new flavour follows seasonal options including Red Velvet, Pumpkin Spice and S’mores.

Guest competition leads to breakfast rollout

Hampton launched the nationwide competition on the previous National Waffle Day, asking breakfast enthusiasts to propose its next waffle flavour. Voight’s Peach Cobbler entry won her the brand’s first Guest Waffle Boss title and became the basis for the hotel rollout.

Her prize included one million Hilton Honors Points and a five-night stay at any Hampton by Hilton worldwide. The competition also gave her the opportunity to have her recipe served through the brand’s breakfast programme.

Shruti Gandhi Buckley, senior vice president and brand leader at Hampton by Hilton, said breakfast reflected the hospitality the brand sought to provide. She described inviting guests to help develop a flavour as an extension of the daily gatherings around its waffle stations.

Brand research examines breakfast preferences

Alongside the launch, Hampton released research conducted with Wired Research on travellers’ attitudes towards hotel breakfast. According to the study, 42% said a great hotel breakfast made them happy before setting off, while 66% were more likely to have a sit-down breakfast when travelling than at home.

The research also found that 39% associated a hot breakfast they had not needed to prepare with the same level of happiness as a spa day. Gandhi Buckley said the findings supported the brand’s view that breakfast was among the parts of a stay guests most anticipated.

Wired Research conducted the survey from Feb. 16–23, 2026, among 2,000 U.S. adults aged 18+, including an oversample of 1,000 American travellers. It defined travellers as adults who had taken a domestic trip involving at least one night away within the past two years.

The reported margin of error was ±3.1% for the general population and ±2.4% for travellers. The Peach Cobbler Waffle will be offered for a limited time at participating properties as the August rollout proceeds.