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Log In / Register | Apr 18, 2014

Hotels Poised for Growth in Drink Sales

A tiny bottle of Maker's Mark that fits in a hotel room refrigerator
Tiny 50mL Maker's Mark bourbon bottle. Photo/ Don Sniegowski

CHICAGO— Adult beverages are increasingly important to hotels, many of which are focusing on their bar and beverage programs. Half (50 percent) of hotel and lodging operators say their alcohol beverage programs have grown in 2013, compared to 41 percent of all other operators, according to Technomic's recently released BarTAB Report.

"A number of hotel and lodging operations such as Fairmont, Marriott and Kimpton now offer unique drink menus including signature cocktails along with extensive spirits, wine and beer selections. It's clear some hotels are prioritizing adult beverages as a way to differentiate their properties and drive traffic and sales," says Donna Hood Crecca, Senior Director at Technomic.

The hotel and lodging segment generates 7.0 percent of on-premise spirits sales, 7.2 percent of beer and 16.0 percent of wine sales. More hotel operators foresee growth in beer and spirits sales at their bars and restaurants than do operators in any other segment.

"Hotel operators see opportunity in adult beverages," observes David Henkes, Vice President at Technomic and leader of its Adult Beverage Practice. "A creative and operationally-sound drink program executed across the various outlets of a hotel property can add both value and enhanced experience elements for guests, as well as high-profit sales, all of which are particularly important in this challenging environment." 

The segment's food and beverage sales are projected to grow 4.4 percent in 2014.

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