Domestic Tourism Fuels Beverage Demand Growth in U.S. Hotels, NIQ and AHLA Study Shows

In Brief: A recent study by NIQ and AHLA indicates a significant increase in beverage consumption in U.S. hotels, a trend driven primarily by the rise in domestic tourism.

Domestic Tourism Fuels Beverage Demand Growth in U.S. Hotels, NIQ and AHLA Study Shows – Image Credit Unsplash

New research from NIQ and the American Hotel and Lodging Association shows that increased domestic travel in the United States is leading to higher demand for beverages in hotels, with soft drinks, coffee, and alcoholic beverages among the most popular choices for guests.

Study Overview and Methodology

NielsenIQ (NIQ), in partnership with the American Hotel and Lodging Association (AHLA), released the Hotel Beverage Study 2026, which examines beverage consumption trends among U.S. hotel guests. The study is based on a survey of 5,000 visitors to various hotel types, including more than 50 leading brands. The research combines NIQ’s market data with input from the AHLA Food & Beverage Committee.

The report focuses on the impact of increased domestic tourism on beverage demand in hotels. It also explores how beverage suppliers and hotel operators can collaborate to address guest preferences and identify growth opportunities.

Key Findings on Beverage Consumption

The study identifies soft drinks as the most popular beverage category, with 47% of travelers expecting to purchase them in hotels over the next year. Other leading non-alcoholic options include hot coffee (40%), bottled water (31%), and fruit juices (29%). Among alcoholic beverages, beer (32%), wine (29%), and cocktails (27%) are the most sought-after categories.

The data indicates that beverage demand in U.S. hotels remains high, reflecting the continued importance of beverage offerings to guest satisfaction and hotel revenue.

Guest Behavior and Travel Patterns

The report highlights several trends in guest behavior. Nearly three-quarters (73%) of respondents are likely to visit hotels for vacations in the next 12 months. Other common reasons for hotel stays include celebrations or functions (45%) and events (34%).

Business travel patterns are also evolving, with 70% of business travelers indicating they add a vacation before or after a work trip. This trend of blending work and leisure travel is contributing to increased hotel stays and beverage consumption.

Loyalty Programs and Guest Engagement

The study examines participation in hotel loyalty programs. Sixty-one percent of hotel visitors are members of a guest loyalty scheme. There is additional potential for engagement, as 17% of respondents are considering joining a program and 12% have lapsed memberships.

These findings suggest opportunities for hotels to increase guest retention and beverage sales by enhancing loyalty program offerings.

Importance of Complimentary Benefits

The report notes that complimentary benefits are valued by hotel guests. 78% of visitors consider complimentary amenities such as breakfast and bottled water important to their experience. Additionally, 32% of respondents say that complimentary snacks would improve their satisfaction with hotel stays.

Providing value-added and complimentary offerings may influence guest decisions and beverage purchasing behavior.

Additional Insights and Report Features

The Hotel Beverage Study 2026 includes new analysis on walkaway pricing, menu assortment, and snacking behaviors. These insights are intended to help businesses evaluate trends and adjust their strategies to meet guest expectations.

The full report is available for download through NIQ’s website. The study aims to provide actionable data for beverage suppliers and hotel operators as they respond to changing guest preferences and the evolving hospitality landscape.