Getting America ready for summer 2026

Reasons to go 

Looking at the social context of hotel visits adds further nuance to the data, helping to better unpack drinking behaviour in the lodging market. Business travellers are more likely to be alone, while people on a vacation most commonly go to hotels with a partner or spouse. Stays with friends tend to overlap with partner-led visits, but when we look more closely, they are noticeably more common in the context of hotel bar or restaurant visits without an overnight stay. These differences are not surprising. People visit hotels for a range of reasons, and the social context often determines the specific purpose of the trip. 

Once consumers arrive on the premises, a range of factors come into play in their purchasing decisions. Happy hour menus and promotions are by far the most influential drivers, they are consistently a highly effective way to encourage trial and build longer-term brand loyalty. This is supported by our drinking occasion data, where happy hour is the most common choice for nearly half of all hotel guests. When cross-referencing multiple data points, however, a more nuanced picture of the factors influencing purchasing decisions begins to emerge. The availability of premium brands or drinks with a strong sense of place, for instance (whether through local producers or regionally rooted styles and recipes) can be decisive in luxury settings, for instance, although these factors tend to carry less weight for the average guest. Visibility – especially on drinks lists – is always essential, yet to fully capitalise on this, advertising must be strategically positioned. Placement near the bar or lounge is particularly effective, with nearly two-thirds of guests recalling drinks promotions in these areas. Meanwhile, the front desk performs less well, likely because guests there might be focused on other priorities, like checking in or seeking information, rather than planning their next sip.

There are also clear patterns in when and where guests prefer to drink within a hotel. Celebratory moments are especially important in outdoor bars and restaurants. In these settings, hotels should ensure premium offerings are front and centre to maximise engagement. By contrast, in pool areas, it is the desire to unwind and relax that shapes decisions. Here, the focus should shift toward drinks and brands that align with a more laid-back, easy-going experience. 

As for timing, the evening plays a central role in alcohol consumption in hotels, much as it does in other drinks-led venues. But since guests typically stay at accommodation for longer than just a few hours, other parts of the day present significant opportunities too. Mid-afternoon, for example, is a key drinking moment for nearly 40% of consumers, particularly in pool areas and outdoor bars and restaurants. As the evening progresses, beverage consumption shifts indoors, concentrating later at night in bars, lounges, and rooftop spaces. Successfully following guests along this journey, and adapting the offer to each space and moment, is essential to maximise sales in the events-packed summer of 2026. To further reinforce the opportunity for the US lodging sector this summer, our report shows a continued shift in travel patterns, with an expected rise in domestic trips at the expense of international travel. Drinks brands and hotel operators really must be ready for this. As the Hotels Beverage Study highlights, the key to seizing the opportunity lies in ensuring that every decision – where, what, how, and when to offer a brand or category – is informed by granular, data-led insights into the market.