The Hotel channel is evolving – strategies must evolve with it
Hotel operators continuously reassess both the assortment and format of their beverage alcohol offerings to keep pace with shifting guest expectations across an increasingly diverse set of occasions. Preferences vary dramatically by trip purpose, property type, and where beverages are consumed, from bars and restaurants to rooms and amenity space. As a result, operators are looking to supplier partners for sharper insight and informed recommendations that help them optimize these complex decisions.
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.
Built with Hotels, not just about them
The 2026 Study is developed in partnership with the American Hotel & Lodging Association (AHLA) – the largest hotel association in the U.S, representing more than 32,000 lodging properties.
This report reflects how hotel decision-makers actually evaluate beverage brands, vendors and programs, with AHLA member feedback directly influencing the design of the study, sharpening the focus on factors that matter most in real supplier-operator conversations. This partnership strengthens the insight and alignment with operators’ priorities – empowering you to engage customers with confidence.
“The 2026 Study gives beverage manufacturers exactly what they need to win in hotels: a clear understanding of guest behavior by touchpoint, credible insight and commercially actionable guidance on pricing, assortment and emerging growth areas like non-alcoholic and functional beverages. It turns complexity into confident decision-making.“
Mike Rende – Client Solutions Manager – On-Premise – NielsenIQ
Unlock Hotel Beverage Growth
The study includes over 55 key hotel brands in the US market
A clear view of the hotel landscape – Understand expected hotel visitation over the next 12 months, including trip missions, destination types, preferred lodging formats, and how behaviours differ by demographic and guest segment.
Amenity beverage strategy – Discover how beverage engagement differs across 13 hotel touchpoints, helping you tailor your portfolio and activation plans for each moment of consumption from arrival to departure.
Actionable insight into Pricing & Value perception – Gain visibility into walk-away price thresholds and perceived value in hotel bar and lounge environments, helping to accurately size commercial opportunity and inform discussions.
Growth opportunity beyond alcohol – Uncover how guests are interacting with non-alcoholic, no and low, and functional beverages, how they complement or replace alcohol consumption and where demand is headed.
How suppliers can best support hotel chains – Uncover consumer preferences when visiting and inform reviews of drink assortments and format options.
What’s new for 2026?
This years’ report has been expanded and refined to reflect the rapidly evolving hotel landscape:
- Deeper insight into non-alcoholic and functional beverage demand
- Introduction of walk-away pricing thresholds by major beverage category
- Expanded coverage of snacking behaviour and its role in drink selection
Turn Hotel insight into influence
Whether you’re shaping national account strategy, preparing for hotel beverage reviews or building activation plans, the 2026 Hotel Beverage Study gives you the evidence needed to lead with insight and win in the Hotel channel.
