Hotels a hotspot for drinks suppliers

Ireland's hotels are well-placed to see drink sales rise over the next year as consumers reveal they're more confident about visiting hotels post-pandemic than they are about visiting bars, according to new data from CGA.

CGA’s On Premise User Survey reveals that a quarter of people that visit hotels say they plan to do so more over the next 12 months — a higher number than for both bars (19%) and drink-led pubs (21%). And with nine in 10 (92%) having a drink when they visit a hotel, there’s a huge opportunity for drinks suppliers and operators to capitalise on this.

Following two years of disruption to international travel and domestic holidays, with restrictions now eased, Ireland can expect to see a big boost to inbound visitor numbers and staycations, believes the market analyst.

CGA’s Survey shows how hotels could have a head start as the market revives.

In late 2021, 59% of consumers said they felt confident about visiting bars—but the number was much higher in hotels at 75%.

This confidence should trigger high spending in hotels in 2022, believes CGA.

However, businesses will have to ensure their strategies respond to the latest consumer habits and preferences in the channel.

CGA’s Opus research helps pinpoint key sales drivers including:

• the popularity of weekend breaks. Nearly two thirds (63%) of hotel consumers take these, ahead of numbers staying for holidays (56%) and celebrations (43%)
• interest in hot drinks. Two in five (39%) hotel visitors drink them on visits, ahead of wine (37%), soft drinks (34%), lager (29%) and cocktails (24%)
• the appeal of new drinks. Two in five (42%) consumers say they’re more likely to try new brands in hotels than in other venues. They’re also more likely to be influenced by price and recommendations from menus and staff.

CGA’s Opus research powers CGA’s Channel Strategy service which helps suppliers and operators isolate consumers’ needs and attitudes in specific on-trade channels. It reveals which channels are best aligned to particular brands and categories, where to focus resources and how to capture consumers’ interest and win spend.

To learn more, e-mail Sian Brennan at sian.brennan@cgastrategy.com.