- More than 40% of visitors to premium and luxury hotels in the US opt for wine
- Hot coffee, purchased by 43% of visitors, is the most popular non-alcoholic choice in the country’s lodging channel
- Over the next 12 months, 37% of US consumers expect to drink beer, 34% wine and 30% cocktails during their hotel stays
- Just over 60% of US business travellers have combined a work trip with a vacation in the last year, turning a business trip into ‘bleisure’
In the US this summer, 250th-anniversary celebrations, a packed slate of sport and a subsequent rise in domestic travel will fuel beverage demand in the country’s hotel and lodging channel. Here’s a look at the dynamics that drinks brand owners need to understand to make the most of the peak season.
A packed calendar of high-profile events in the US will create considerable opportunity for the beverage alcohol industry this summer – particularly in the hotel and lodging channel, as more of the country’s consumers will be encouraged to travel and spend time out.
On 4 July, the US commemorates 250 years since the Declaration of Independence was signed, an important milestone not only in its history, but in the broader course of the modern world. Major festivities are expected across the country, from dedicated exhibitions to large-scale parades.
Just before this, the FIFA World Cup kicks off, overlapping with Independence Day celebrations (from 11 June to 19 July). The tournament, which takes place across North America but predominantly in the US, will further amplify activity during a season that always sees a natural surge in drinks sales.
In the US, the lodging channel has always played a central role in on-premise drinks consumption, but such a busy schedule will significantly amplify its importance.
In addition, a new report from NIQ – the ‘Hotel Beverage Study 2026’, developed in partnership with the American Hotel & Lodging Association – shows a continued shift in US travel patterns, with an expected rise in domestic trips at the expense of international travel.
Drinks brands and hotel operators should prepare for this and the busy summer ahead by ensuring that every decision – where, what, how and when to offer a brand or category – is informed by data-led insights into the market.
Where are they staying?
American consumers engage with a wide range of accommodation types, from standard hotel chains to spas and resorts, although some are more popular than others.
Research from NIQ shows that standard and select-service chains are the most commonly visited, particularly among older demographics. Younger consumers, however, seem drawn to independent rentals and homestays, a segment that has grown by 5 percentage points (pp) year on year.
Other channels that are seeing notable increases include premium hotels (+9pp) and boutique properties (+5pp). For drinks brands looking to maximise their on-premise sales, these growing channels (and the distinct demographics they attract) deserve close attention.
Most hotel visits are for leisure purposes, with just under 80% linked to vacations, or for specific celebrations involving an overnight stay (just under 50%). That said, there are other reasons why US consumers visit hotels, including to dine in their restaurants and bars, to use amenities such as casinos and spas, or to access facilities like sports courts.
While these clearly defined motivations will remain relevant in the future, NIQ’s report shows that the boundaries between them are increasingly becoming blurred. For instance, 61% of business travellers have combined a work trip with an extended vacation in the past 12 months, effectively turning business travel into what NIQ terms as ‘bleisure’.
For drinks brands and hotels alike, it is essential not only to consider traditional travel behaviours, but also to account for this evolving landscape to develop offers that can maximise their sales.
Leading categories
Over the next 12 months, major beverage alcohol categories offer the greatest opportunities for the industry in the lodging sector, with 37% of consumers expecting to drink beer, 34% wine and 30% cocktails during their hotel stays.
Hotels serve a broader range of functions compared with bars, pubs and restaurants. As a result, consumers drink differently in hotels, often prioritising premium, relaxed and indulgent experiences over faster-paced, social or ‘session’ drinking.
For example, the ‘Hotel Beverage Study’ finds that while beer leads overall, wine becomes the top category among visitors to premium and luxury hotels, with more than 40% engaging with it. Cocktails also rank highly, although still behind beer, but show a stronger preference at these types of venues compared to standard hotel visits.
It is not all about alcohol: lodging represents a strong channel for non-alcoholic drinks as well. Hot coffee is the most popular choice, with 43% of consumers purchasing it, followed by soft drinks (35%) and bottled water (32%).
Businesses should not underestimate these beverages: not only are both coffee and bottled water high-margin categories, but they also perform better in hotels than in other hospitality channels (11pp and 10pp higher, respectively).
Non-alcoholic alternatives to cocktails, beer and spirits should not be overlooked either. While they still account for a smaller share overall (between 5% and 7%), the report indicates that they are set to grow significantly in the future.
Visit types
To refine one’s drinks category strategies, it is also worthwhile cross-referencing beverage choices with visit type.
Wine is more commonly associated with visits that do not involve an overnight stay, such as one-day business trips, work events and occasions where a hotel’s restaurant or bar is the primary focus of the visit. Beer, meanwhile, tends to perform more strongly during casual visits, including leisure activities, amenities and vacations.
Interestingly, beer is also highly popular on overnight business trips, suggesting the category may play a role in longer, more time-intensive work travel. With three in four of these trips involving conferences or events, beer is also associated with business trips that include a social element.
Reasons to go
Looking at the social context of hotel visits helps to better unpack drinking behaviour in the lodging channel.
Business travellers are more likely to be on their own, according to NIQ’s report, while those on a vacation most commonly stay in hotels with a partner or spouse.
Visits with friends tend to overlap with partner-led stays, but are noticeably more common in the context of a hotel bar or restaurant visit 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.
Purchase drivers
Once consumers have arrived 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, and are consistently a highly effective way to encourage trial and build longer-term brand loyalty.
This is supported by NIQ’s 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 (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, the ‘Hotel Beverage Study’ notes, with nearly two-thirds of guests recalling drinks promotions in these areas.
Meanwhile, the front desk performs less well, likely because guests might be focused on other priorities, such as checking in or seeking information, rather than planning their next sip.
‘When’ and ‘where’
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.
In contrast, in pool areas, the main consumer desire is to unwind and relax. 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 their 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.
Following guests along this journey and adapting the offer to each space and moment is essential to maximise sales in the events-packed US summer of 2026.
NIQ’s Hotel Beverage Study 2026, which was published towards the end of May, offers a detailed overview of, and insights into, the hotel landscape, helping US hotel operators and drinks businesses better understand the hospitality sector, track evolving trends and build more effective strategies. NIQ’s expert team can also deliver bespoke analyses, pinpointing tailored opportunities for individual brands and hotel groups. Head here to explore how NIQ’s research can enhance your strategies, or click here to email NIQ‘s client solutions manager for the Americas, Mike Rende.
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