New study highlights rising domestic travel and strong in-hotel beverage demand, with soft drinks, coffee, and beer leading guest preferences
June 11, 2026 (Chicago, IL) — NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, reveals increased interest in domestic tourism is creating significant growth potential for United States beverage suppliers in hotels, according to the new Hotel Beverage Study 2026.
The exclusive report – produced by NIQ, powered by CGA intelligence, in collaboration with the American Hotel and Lodging Association (AHLA) – reveals growth in demand for domestic travel is sharper than interest in international travel.
The Hotel Beverage Study 2026 includes insights into hotel users’ behavior and ways for beverage suppliers and hotel operators to collaborate for mutual growth. It combines NIQ’s market research with deep expertise from the AHLA Food & Beverage Committee and its members. Research is based on an in-depth survey of 5,000 U.S. hotel visitors using a wide variety of hotel types, including more than 50 leading brands.
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%). Meanwhile, beer (32%), wine (29%), and cocktails (27%) are the three most wanted alcoholic categories.
“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. Our research with AHLA could support new opportunities for strategies that connect with hotel guests in this dynamic but complex channel.”
Additional findings in the report include:
- Mission types: Nearly three quarters (73%) 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.
“The AHLA Food & Beverage Committee, which is composed of top leaders from leading hotel brands, owners, and third-party management companies, valued the collaboration with NielsenIQ on the 2026 study,” said Greg Griffie, Senior Vice President, Food & Beverage, Davidson Hospitality, and co-chair of the AHLA Food & Beverage Committee. “By integrating the committee’s industry insights, the study’s framework was purposefully tailored to address key challenges and opportunities currently shaping the hospitality landscape.”
New report features for 2026 include analysis of walkaway pricing, menu assortment, and snacking behaviors. The full Hotel Beverage Study 2026 is available now and more information can be downloaded here.
About NIQ
NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.
With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.
For more information, please visit www.niq.com.
About the American Hotel and Lodging Association (AHLA)
The American Hotel & Lodging Association (AHLA) is the largest hotel association in America, representing more than 30,000 members from all segments of the industry nationwide – including iconic global brands, 80% of all franchised hotels, and the 16 largest hotel companies in the U.S.
