This is up slightly from 2023 (+2pp), according to CGA by NIQ’s latest Hotel Beverage Study.
So, what are the key insights drinks brands and suppliers to the hotel sector should factor into their strategic sales planning?
Map out the Bleisure stay
With 61% of business travelers combining a business trip with an extended vacation (before, during or after a work event) in the past 12 months, brands must understand both the business and relaxation needs of these consumers to create a holistic experience across different touchpoints.
Leverage the power of relaxation
The number one reason business travelers are extending their trips is for relaxation (over-indexing by +7pp at luxury hotels). Brands can encourage meaningful engagement during the leisure part of the stay by aligning their products with this moment of winding down, whether in the hotel bar, restaurants, or room service.
Target couples and friends
Looking ahead, more than half of business travelers plan to bring their partner or spouse for an extended vacation during the next 12 months. This indicates a prime opportunity for brands to position themselves around romantic or social occasions. Yet it is also important to understand the 21-34 demographic, who are more likely to extend their stays with friends. Therefore, versatile strategies catering to various consumer groups are essential for maximizing brand appeal.
Flex to shifting needs at different times
Almost 9 in 10 bleisure travelers remain in the same hotel for the duration of both their business and leisure trip, providing drinks brands with extended chances to engage this audience. Moreover, these consumers are using the same hotel amenities for both business and leisure, creating unique windows to drive repeat purchases during both phases of their stays.
With hotel operators continually revising their drink portfolios to align with evolving consumer demands, the trend presents an enticing opportunity for drinks brands and suppliers to tap into Bleisure travelers’ transitional needs. Accordingly, the Report stresses the need for agility and staying informed with the most up-to-date data to ignite brand visibility and drive additional sales in the US hotel-scape.
Andrew Hummel, Client Solutions Director – Americas said: “The findings from our Hotel Study clearly demonstrate a growing consumer behavior that hoteliers and drinks brands can’t afford to ignore. When they understand the duality of the bleisure trend, they’re better equipped to tailor strategies for optimal engagement and boosted sales across hotel outlets. Ultimately, the bleisure travel shift presents exciting new opportunities to meet consumer needs, build on existing brand loyalty, and drive additional revenue.”
CGA by NIQ’s Hotel Beverage Study is based on a survey of 5,000 visitors to a range of hotel types, including 80 leading hotel banners, enabling suppliers to speak directly to their clients’ customer bases when making crucial decisions to support their beverage programming. Download more information about the report here.
For more information on the 2024 Hotels Beverage Study and consumer research solutions, please contact Andrew Hummel, Client Solutions Director – Americas here.
