In this largely positive landscape, tourism presents one of the biggest opportunities for the On Premise sector during the warmer months. Key tourism indicators in Europe have returned to pre-pandemic levels: nearly 500 million nights are spent annually in tourist accommodations, much of which between June and September.
On Premise venues can expect increased footfall from travellers, along with the potential for repeat visits throughout their stay. But that’s not all, holidaymakers also tend to exhibit higher consumption rates – with 36% drinking more than usual – and 56% are more likely to pay extra for what they perceive to be a higher-quality drink. With more than one in four keen to try a drink that’s new to them while on holiday, they are also more open to experimentation, meaning this audience may offer significantly greater revenue potential than the average guest.
How is your brand unlocking growth opportunities over the summer?
George Argyropoulos, CGA by NIQ EMEA managing director, said: “This summer holds opportunities for all European markets well beyond success in the Women’s Euro Cup or other major sporting events, with strong potential also coming from across categories with wine, beer, and spirits tourism, as well as increased socialising with friends and family. Brands, suppliers, and operators simply need to come prepared, understanding their audience, their needs, and behaviours to effectively unlock growth opportunities this summer.”
George Argyropoulos, CGA by NIQ EMEA managing director, said: “This summer holds opportunities for all European markets well beyond success in the Women’s Euro Cup or other major sporting events, with strong potential also coming from across categories with wine, beer, and spirits tourism, as well as increased socialising with friends and family. Brands, suppliers, and operators simply need to come prepared, understanding their audience, their needs, and behaviours to effectively unlock growth opportunities this summer.”
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CGA by NIQ’s suite of research services provide brands and operators with an unrivalled and holistic view of the European and British On Premise sector. To learn more, contact the CGA by NIQ team.
