The Premiumization Prize
For many US hotel guests, value will be a key consideration amid concerns about financial challenges. Nevertheless, there is a ready willingness to select premium beverages during stays. Just over three in five (61%) consumers say they are likely to pay extra for a better-quality drink in hotels, and the number has increased by 5 percentage points in just 12 months. It rises further to 81% of Gen Z and 79% of Millennials, who are especially heavy users of hotels.
This is because value doesn’t have to equate to cheap – simply worth whatever the price that guests pay. This mindset is leading many visitors to choose fewer but better drinks rather than lower priced ones. Asked about their intentions with a set amount of money, nearly two thirds (64%) of consumers say they would buy one or two high quality drinks, while just 14% would select four or five lower quality ones.
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 reveals expert analysis of these consumers’ behaviors and preferences, with takeaways to help suppliers maximize the value of on-property beverage sales.
The meaning of value
This less-is-more approach is intensifying competition for spend and makes it essential for brands to understand what value looks like to consumers. More than a quarter associate it with great service, brand recognition and higher quality for a better price, while factors like presentation, serve size and discounts matter too. But with 29% citing ‘the experience that I receive’, it’s clear that value isn’t about delivering on one or two fronts – it’s about nailing the all-round experience.
The Hotel Beverage Study 2026 signposts exactly where the best trade-up opportunities lie, with rooftop bars, lounges and pools providing some of the biggest potential. In all three locations it is younger adults who are most likely to premiumize, with Boomers and other older generations requiring more persuasion.
Tips for trade-ups
NIQ’s research also sets out some of the most effective ways to secure premium purchases on hotel occasions. Data from the Global Bartender Report highlights the particular power of bartenders, 94% of whom recommend a drink to guests at least once per shift. With 88% of visitors acting on trade-up recommendations at least three quarters of the time, brands that secure the endorsement of bar teams can get a vital head start on competitors.
Other takeaways from the Hotel Beverage Study 2026 include the best times of day for premiumization strategies, and the promotions and perks that can encourage people to trade up. There are also lookaheads to likely trends in hotel consumption like functional beverages and no and low alcohol alternatives, which have headroom for growth in premium segments.
Turning guest behavior into beverage growth
The hotel BevAl market is evolving at pace, and all stakeholders will need to stay attuned to guests’ latest drinks preferences. Hotel operators frequently review both the assortment and format of their beverage offering to ensure they continue meting guest needs in a diverse, and ever-changing channel.
When done effectively, this collaboration creates mutually beneficial outcomes; driving higher spend among hotel guests and ensuring they have access to the preferred beverage options.
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.
