CGA by NIQ’s Hotels Beverage Study July 2024 emphasizes the growing importance of non-alcoholic drink offerings, with 1 in 4 hotel guests now planning to forego alcoholic beverages entirely over the next 12 months. This data indicates a striking opportunity for non-alcoholic drinks brands and suppliers to expand their presence in the hotel category.
This demographic, referred to as "dry trippers," are an integral target for drinks brands aiming to harness the growing tendency for health, wellness, and moderation. CGA by NIQ broke down who makes up demographic.
Older Generations: Dry trippers tend to be older guests who opt for standard hotel chains, with more than two thirds (70%) preferring these accommodations over other types. In addition, they are also less likely to spend extra on premium beverages, making it essential for hotel operators to stock a diverse and accessible range of non-alcoholic options.
Pleasure Over Business: While under-indexing across most trip missions, dry trippers are substantially represented among vacationers. Accordingly, drinks brands, suppliers, and hotel operators can benefit from targeting this group during their vacations, by ensuring non-alcoholic options are prominently featured and easily accessible.
Price Conscious: But overall, dry trippers are a price-sensitive consumer group, with a notable portion perceiving non-alcoholic beverages to be overpriced in the hotel environment. This sentiment highlights a crucial area where drinks suppliers and operators can collaborate to address pricing concerns, potentially driving higher engagement and satisfaction among this target audience.
For drinks brands, it's important to understand the evolving preferences of hotel guests, particularly dry trippers, and align product offerings to meet shifting demands. Brands should forge strong partnerships with hotel operators who are also continuing to reassess their drink portfolios to meet changing consumer priorities.
Suppliers who can provide actionable insights and support hotel operators in efficiently managing their beverage offerings are well-positioned to prevail in this ever-changing environment.
Learn more about accessing CGA by NIQ's full Hotel Beverage Opportunity Study.
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