The Hotel channel is evolving, and strategies must evolve with it
BevAl brands have significant headroom for growth in US hotels if they can adapt to changing needs and pull the right sales levers, NIQ’s Hotel Beverage Study 2026 reveals.
The Hotel Beverage study 2026 equips alcohol manufacturers with a clear, actionable understanding of how consumer needs differ across hotel contexts and where brands can add the most value. By enabling more effective collaboration between suppliers and operators, it helps manufacturers unlock incremental guest spend, strengthen brand relevance, and ensure the right products show up in the right moments. The outcome is a win-win; enhanced guest experiences and improved commercial performance.
The exclusive report – produced by NIQ, powered by CGA intelligence, in collaboration with the American Hotel and Lodging Association (AHLA) – provides in-depth analysis of consumers’ hotel visitation and beverage behavior across all key touchpoints and all major chains. Its survey of more than 5,000 hotel visitors highlights the value of the market in 2026 and beyond, with more than a quarter (29%) planning to visit US hotels more often in the next 12 months – triple the number (9%) who will stay less frequently.
Interest is even higher among younger demographics like Gen Z and Millennials, who are more likely to step up their visits in the next year. However, demand for international travel is more muted, with 22% planning to make more trips but the same number cutting back on their visits.
Value is in focus – but so is quality
A softening in overseas travel is partly down to cost. Financial concerns are the primary reason cited by consumers who say they do not plan to take a vacation in the next 12 months, meaning hotels and their suppliers must deliver compelling value to entice guests to travel rather than stay home. It also heightens the role of brand trust, since three quarters (76%) are more likely to consider recognized chains than independents.
However, it’s important to remember that value doesn’t necessarily mean cheap – just a good return on investment and a positive all-round experience. Many travelers remain eager to treat themselves, with 61% likely to pay extra for a higher quality drink in hotels. This is a year-on-year increase of 5 percentage points and highlights the premiumization opportunity – especially among luxury hotel guests and younger demographics. Trade-up potential is particularly high in rooftop and poolside bars.
The bleisure boost
There’s another big hotel trend to watch: bleisure trips that feature elements of business and leisure. Nearly three quarters (71%) of business visitors say they have combined a business trip with an extended vacation in the past 12 months – a figure that is up by 10 percentage points year-on-year, and that is even higher among Gen Z and Millennials. This hybrid travel brings big sales prospects for brands and venues that can meet both work and pleasure-related needs.
How to secure the spend
The Hotel Beverage Study 2026 delivers a wealth of insights into ways for brands and operators to grow their share of BevAl spend. Bar teams have a big role to play, as NIQ’s Global Bartender Report indicates that 94% of staff recommend a drink at least once per shift, while 88% of On-Premise visitors follow these tips at least three quarters of the time.
Value-add activity can also influence decisions. Happy Hour is the biggest single pull for drinking at hotels, while nearly two fifths of consumers say that exclusive promotions for guests can encourage them to drink or eat in a hotel rather than go elsewhere.
Perks are powerful as well. Many consumers say complimentary enhancements are important on their stays, and free snacks can lift not just satisfaction but drinks sales too. Eye-catching social media activity and a focus on local food and drink options are two more ways to generate purchases.
What’s coming next
The hotel BevAl market is evolving at pace, and all stakeholders will need to stay attuned to guests’ latest drinks preferences. NIQ’s survey confirms that beer, wine and cocktails remain the top three alcoholic choices, but there’s growing demand for non-alcoholic options including soft drinks, coffee and juices.
A desire for moderation is also raising interest in no- and low-alcohol beer, cocktails spirits and wine. Nearly one in seven (14%) expects to drink these in a hotel over the next 12 months, and they are increasingly chosen for flavor as well as health reasons. Functional beverages are another category on the up.
Learn more about the Hotel Beverage Study
NIQ’s Hotel Beverage Study 2026 features many more exclusive insights into hotel users’ behavior and ways for beverage suppliers and hotel operators to leverage sales. It combines NIQ’s authoritative market research with deep expertise from the AHLA and its members.
