The hotel category is no exception, to the extent of sparking the term ‘dry trippers’. CGA by NIQ’s Hotels Beverage Study July 2024 spotlights this emerging group, defined as hotel visitors who plan to exclusively consume non-alcoholic beverages during their stays.
The Report emphasizes the growing importance of non-alcoholic drink offerings, with 1 in 4 hotel guests now planning to forego alcoholic beverages entirely over the next 12 months. This data indicates a striking opportunity for non-alcoholic drinks brands and suppliers to expand their presence in the hotel category.
For these reasons, dry trippers are an integral demographic for drinks brands aiming to harness the growing tendency for health, wellness, and moderation. So, who are dry trippers, and what drives their buying decisions when drinking in hotel bars, cafés, and restaurants?
They tend to be older guests who tend to opt for standard hotel chains, with more than two thirds (70%) preferring these accommodations over other types. In addition, they are also less likely to spend extra on premium beverages, making it essential for hotel operators to stock a diverse and accessible range of non-alcoholic options.
While under-indexing across most trip missions, dry trippers are substantially represented among vacationers. Accordingly, drinks brands, suppliers and hotel operators can benefit from targeting this group during their vacations, by ensuring non-alcoholic options are prominently featured and easily accessible.
But overall, dry trippers are a price sensitive consumer group, with a notable portion perceiving non-alcoholic beverages to be overpriced in the hotel environment. This sentiment highlights a crucial area where drinks suppliers and operators can collaborate to address pricing concerns, potentially driving higher engagement and satisfaction among this target audience.
For drinks brands aiming to leverage up-to-date data and uncover every potential opportunity, it is a strategic imperative to understand the evolving preferences of hotel guests, particularly dry trippers, and align product offerings to supply to shifting demands.
This includes forging strong partnerships with hotel operators who are also continuing to reassess their drink portfolios to meet changing consumer priorities. Suppliers who can provide actionable insights and support hotel operators in efficiently managing their beverage offerings are well-positioned to prevail in this ever-changing environment.
Andrew Hummel, Client Solutions Director – Americas said: “It’s pivotal for drinks brands and suppliers to both understand and pre-empt emerging consumer segments like dry trippers. Those aligning with these trends are better equipped to meet shifting consumer preferences, while also helping hotel operators optimize their offerings for maximum impact. Our latest Report demonstrates the importance of data-driven strategies to help ensure the right products are available in the right places, ultimately driving mutual success for both parties.”
Andrew Hummel, Client Solutions Director – Americas
CGA by NIQ’s 2024 Hotels Beverage opportunity study explores in detail the implications of domestic travel for beverage companies and provides drinks brands with a wealth of insights, to identify opportunities within the hotels channel and enable hotel chain specific RFPs to be built.
CGA’s Study is based on a survey of 5,000 visitors to a range of hotel types including 80 leading hotel banners, allowing suppliers to directly speak to their customers’ customer base when making crucial decisions to support their beverage programming. Download more information about the report here.
For more information on CGA’s 2024 Hotels Beverage Opportunity Study and consumer research solutions, please contact Andrew Hummel here .
