As a result, hotel bars are becoming top destinations for socializing, relaxing, and premium drinking experiences, with a notable uplift in visitation and spend. The report also offers detailed insights for drinks suppliers and brands looking to capitalize on the evolving behaviors and preferences of hotel bar visitors.
A lucrative channel with high value customers
Recent data paints a clear picture. Hotel bars are becoming a preferred US On Premise destination, with visitation to hotel bars up by +3pp vs 2024 and +5pp vs two years ago.
In fact, more than a quarter of US consumers reported visiting hotel bars more often in 2024 than in 2023, while more than half maintained their visitation levels. This data signals hotel bars are no longer an afterthought. On the contrary, they’re now front-of-mind for social occasions and after-work drinks.
Similarly, hotel bar visitors represent a valuable audience, with their monthly spending on average $100 more than the typical On Premise customer. Furthermore, two thirds are likely to pay extra for better quality drinks. This represents a direct opportunity for suppliers to deliver premium offerings in alignment with consumer expectations, despite the hotel bar visitor being tougher than the average consumer to understand.
Diverse engagement with drinks categories and brands
Engagement in the hotel bar setting is broader and deeper than in other On Premise venues. Visitors typically interact with eight drink categories. That’s three more than the average US consumer. And they engage with 15 different brands, +5pp up on the average.
This behavior reflects a desire for variety and discovery, especially when consumers are away from their everyday routines. As a result, hotel bars offer up a uniquely open-minded audience, primed and ready to try new flavours, formats, and experiences.
Travel inspires experimentation
Travel has a direct impact on consumer drink choices. 4 in 5 consumers have travelled in the past 18 months, and 2 in 3 say travel experiences influence their On Premise drink selections.
Younger consumers, especially those under 35, are the most responsive to new categories, flavors and brands they come across when travelling.
This all combines to make hotel bars a vital touchpoint, bridging the gap between the comfort of a familiar setting and the excitement of travel. Likewise, drinks brands have a key role to play in igniting discovery, spurring trial, and building long-term loyalty through standout offerings in the hotel environment.
Hotel growth sparks opportunity
But it’s not just demand that’s growing. The number of venues is rising too. There’s been a +5.5% year-on-year increase in hotel openings as of January 2025. What’s more, consumers are ready to indulge. The Hotel Report 2024 revealed almost two thirds (64%) of hotel visitors agree they’re more likely to choose luxury or treat options when staying at a hotel. It’s an open invitation for premium products to boom.
Andrew Hummel, Client Solutions Director – Americas said: “We’re seeing hotel bars evolve from passive, functional spaces into dynamic drivers of brand engagement and consumer discovery. These venues are impacted by travel, treat behaviour, and premiumisation – three forces shaping the future of the US On Premise. This makes them a strategic foothold for suppliers and emphasizes the importance of understanding the nuances of the channel.”
Andrew Hummel, Client Solutions Director – Americas said: “We’re seeing hotel bars evolve from passive, functional spaces into dynamic drivers of brand engagement and consumer discovery. These venues are impacted by travel, treat behaviour, and premiumisation – three forces shaping the future of the US On Premise. This makes them a strategic foothold for suppliers and emphasizes the importance of understanding the nuances of the channel.”
CGA’s Hotel Beverage Opportunity Study is based on a survey of 5,000 visitors to a range of hotel types, including 80 leading hotel banners. It explores consumer motivations, category and brand engagement, and outlines channel-specific insights to support RFP planning and commercial activation, empowering suppliers to directly speak to their customers’ customer base when decision-making and beverage programming.
Download more information about the Report here or contact Andrew Hummel, Client Solutions Director – Americas here for more information on CGA’s 2025 Hotels Beverage Opportunity Study and consumer research solutions.
Sources: OPUS Fall Report 2024 & US Consumer Impact Report March 2025
