Beer, Wine, Cocktails Most Wanted Bev/Al Categories in Hotels: NIQ

Beer (32% of travelers), wine (29%), and cocktails (27%) are the three most wanted alcoholic categories by visitors to U.S. hotels, according to the new NielsenIQ (NIQ) Hotel Beverage Study 2026.

Demand for beverages in U.S. hotels remains high, the report shows. Soft drinks are the most popular category for consumption, with nearly half (47%) of travelers expecting to purchase them in hotels over the next 12 months. A wide range of other popular non-alcoholic choices include hot coffee (40%), bottled water (31%), and fruit juices (29%). 

“Hotels are powerful places for beverage suppliers to generate trial and build brands, and an uptick in domestic tourism in 2026 will open up some exciting new opportunities over the remainder of 2026,” said Mike Rende, Client Solutions Manager Americas – On-Premise at NIQ. “With spending tight and competition high,businesses may benefit from a deep understanding of consumers’ behaviors and priorities and respond nimbly.” 

Additional findings in the report include: 

• Mission types: Nearly three quarters (73%) of travelers are likely to visit hotels for vacations in the next 12 months, with stays around celebrations or functions (45%) and events (34%) among other common reasons.
• Business travel: There is a growing tendency to blend work and pleasure, with seven in ten business travelers adding a vacation before or after a trip.
• Loyalty programs: While three in five (61%) hotel visitors already belong to a guest loyalty scheme, there is potential to engage those who may consider joining a program (17%) or whose membership has lapsed (12%). 

The Hotel Beverage Study 2026 delivers insights that can help businesses evaluate these and other key trends in hotel usage – including through value-add and complimentary benefits. Four in five (78%) visitors say free enhancements like breakfasts and bottled water are important to them, while a third (32%) think complimentary snacks would make them more satisfied with their hotel experience.