Nearly 9 out of 10 (86%) of consumers who anticipate visiting a hotel over the next 12 months plan to do so for a vacation, new research from CGA finds. That’s a 9 percentage point increase from 2020. And 25% expect to use hotels for overnight business trips, a rise of 4 percentage points.
That’s enough to suggest opportunity for bev/al marketers, especially at hotels with restaurants or bars or that offer alcohol in room minibars or gift shops. But there’s more. About 48% say they plan non-overnight visits to hotels in the next 12 months, suggesting consumers are seeking alternatives to traditional standalone bars and restaurants.
And among those who plan to visit luxury hotels, 75% expect to visit their restaurants, 59% say they will use hotel bars, 57% pool bars and restaurants and 47% casinos.
“After two challenging years for domestic and international travel, we will see a steady release of pent-up demand for vacations and business trips in 2022. From budget to luxury brands, there will be some exciting opportunities for beverage suppliers to grow popular brands and establish new ones. However, they will need to work closely with hotel operators to find the right assortment, pricing and promotional strategies,” says Matthew Crompton, regional director – North America.