Hotel Bars to Cater to Travelers’ Need to Unwind

by | 3 minute read

"Alco­hol has long been embed­ded in Amer­i­can cul­ture, from the bar to the home to the brew pub and beyond, reports Nielsen. When we think about how and where Amer­i­ca will drink in the com­ing years, we need to con­sid­er today’s on-the-go, frag­ment­ed con­sumer land­scape. The bedrock of trav­el stay is the hotel, where oppor­tu­ni­ties remain to up the ante in the alco­hol indus­try."

"In exam­in­ing the drink­ing pref­er­ences of 5,000 hotel vis­i­tors, Nielsen CGA found that in aggre­gate, the U.S. hotel chan­nel includes almost 21,000 drink­ing out­lets and is grow­ing faster than tra­di­tion­al on-premise estab­lish­ments with­in the U.S. With the will­ing­ness of today’s con­sumers to drink wher­ev­er and when­ev­er they choose, hotels remain a hotbed for growth with­in the bev­er­age alco­hol indus­try."

"So, what’s the appeal of today’s hotel bar? It can serve many pur­pos­es for today’s con­sumer. You’ll always have the post-event and evening “wind down” for hotel guests, but increas­ing­ly, the hotel bar is becom­ing a des­ti­na­tion for every occa­sion."

"Rea­sons for Vis­it­ing Hotel Bar:

  • Wind Down/Chill Out: 45%
  • Catch Up With Friends: 35%
  • Night Life: 29%
  • Treat/Reward: 27%
  • Regular/Every Day Drink: 25%
  • Cel­e­bra­tion: 25%
  • Roman­tic Drink: 24%
  • Before/After Event: 23%
  • Watch Sport­ing Event: 21%"

"And if we think Amer­i­cans enjoy imbib­ing in gen­er­al, Nielsen CGA’s hotel data shows that peo­ple actu­al­ly drink more alco­holic drinks at a hotel than a reg­u­lar drink­ing occa­sion at a tra­di­tion­al non-hotel bar. In fact, 46% of adult U.S. con­sumers drink beer dur­ing a reg­u­lar drink­ing occa­sion, while 52% do the same at a hotel."

Many Fre­quent Bar Patrons will turn to the inter­net to dis­cov­er which near­by hotels serve their favorite drinks. Accord­ing to Audi­enceS­CAN, with­in the last six months, 22.3% of these con­sumers used a click-to-call but­ton online to con­tact a busi­ness and 25% looked up direc­tions to a busi­ness. Addi­tion­al­ly, with­in the last month, 27.6% used a search engine to research a prod­uct or ser­vice they were con­sid­er­ing.

"Hap­py Hour is the main­stay of the hotel bar, and the num­bers con­tin­ue to bear that out. For exam­ple, 56% of peo­ple say that they par­take in Hap­py Hour in a hotel, ver­sus 36% out­side a hotel. Cock­tails win the Hap­py Hour, and hotels have the oppor­tu­ni­ty to get cre­ative with their offer­ings and deals."

"Yet, the oppor­tu­ni­ty doesn’t end there. Peo­ple adjust their drink­ing habits depend­ing on the time of day. For exam­ple, wine dom­i­nates ear­li­er and dur­ing key meal times (e.g., brunch), where­as beer rates par­tic­u­lar­ly high among hotel con­sumers regard­less of the day­part. Hotels can max­i­mize the oppor­tu­ni­ty to adjust their menus based on the time of day and strate­gi­cal­ly mar­ket them­selves to increase expo­sure."

"Trav­el for busi­ness and plea­sure isn’t slow­ing down, and nei­ther is the con­sumer desire for great expe­ri­ences from their on-premise vis­its. Hotels and brands primed to suc­ceed are those that best antic­i­pate their client base’s pref­er­ences and needs."

Hotels can pro­mote their bars to Fre­quent Bar Patrons in numer­ous ways. Last year, accord­ing to Audi­enceS­CAN, these patrons took action after see­ing TV com­mer­cials (81.7%), either receiv­ing an ad via text or see­ing an ad on a mobile smart­phone app (77.7%), see­ing an ad in either a dig­i­tal or print news­pa­per (76.9%) and receiv­ing an email ad (76.1%). They're also 123% more like­ly than oth­er adults to be influ­enced by out­door ads and 121% more like­ly to take action after see­ing ads in movie the­aters.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.