As more hotel operators focus on convenience, self-service, and grab & go options, there is a clear need for drinks suppliers to identify and understand sales potential across various touchpoints in hotels.
Correspondingly, increased consumption among travelers has resulted in demand for more diverse drinks offerings, with half of consumers valuing room service options and vending machines, closely followed by hotel kiosks and lobby markets.
The report reveals younger consumers and those staying at premium or luxury hotels place a higher value on self-service and grab & go options. These divergent demographics emphasize the importance of offering a varied range of both alcoholic and non-alcoholic beverages across multiple hotel amenities to supply to the demands of different consumer groups.
In terms of what hotel guests are choosing to drink in various hotel scenarios, beer remains the most expected category among 42%. Furthermore, there are growing opportunities for wine in both mini bars and room service, again demonstrating the importance of stocking well-known, popular brands to meet shifting customer needs.
As for consumer priorities when having a drink in hotels, 41% are price driven, 40% value speed of service, and 34% want extended hours when using room service, presenting a specific window to drive late-night sales.
Accordingly, hotel operators are continuously reviewing their drinks portfolios to match changing consumer preferences. This is why brands taking advantage of the grab & go trend, with readily available products in the right formats and at the right touchpoints, are better positioned to be seen and purchased.
For all these reasons, collaboration between operators and suppliers is crucial for optimizing the beverage offering and growing sales. Suppliers can provide invaluable support through insights, helping hotel operators efficiently align their offerings with visitor preferences, and ultimately increasing spend.
Andrew Hummel, Client Solutions Director – Americas said: “Successful partnerships between hotel operators and suppliers lead to mutually beneficial outcomes. So, brands that understand and act on the shifting needs of the hotel channel are well-placed to cater to the modern traveler and win sales through highly relevant, tailored offerings.”
Andrew Hummel, Client Solutions Director – Americas said: “Successful partnerships between hotel operators and suppliers lead to mutually beneficial outcomes. So, brands that understand and act on the shifting needs of the hotel channel are well-placed to cater to the modern traveler and win sales through highly relevant, tailored offerings.”
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.
