MULTI CLIENT STUDY—
Lodging
Understanding Adult Beverage Performance Across Property Tiers
Interested in learning more about Technomic's Lodging Multi Client Study?
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Adult beverages represent a $10 billion opportunity in lodging, generating 18% of total food and beverage sales with projected 4.4% compound annual growth through 2030. As lodging operators navigate labor pressures, rising costs and increasing competition, understanding how to maximize adult beverage performance across service areas has become critical to driving profitability and enhancing the guest experience.
The main goals of this study are to provide comprehensive intelligence on adult beverage sales by property tier and service area, uncover operator strategies and challenges, reveal consumer preferences and priorities, and deliver actionable recommendations to help suppliers and operators capitalize on growth opportunities in this dynamic segment.
Questions you can answer in this study:
- What is the size and growth trajectory of the adult beverage market in lodging?
- Which service areas generate the highest adult beverage sales and show fastest growth potential?
- How do business and leisure travelers differ in their adult beverage priorities?
- What role do adult beverages play in operator profitability strategies?
- Which adult beverage categories show strongest growth potential across property tiers?
HOTEL SEGMENT SCOPE
- Luxury
- Upscale
- Midscale
- Economy
SERVICE AREA SCOPE
- Full-service restaurants
- Limited-service restaurants
- Bars/lounges
- Banquets/catering
- Poolside food and beverage concepts/pool bars
- Room service
- Staffed markets
- Micromarkets
- In-room minibars
- Preferred guest dining/lounges
- Complimentary breakfast areas
CATEGORY SCOPE
- Beer
- Wine
- Spirits
- Hard seltzer
- Ready-to-drink cocktails
- Nonalcohol adult beverages
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