Technomic study maps adult beverage strategies for lodging operators

Technomic released a new study on adult beverage programs in lodging, aiming to help operators and suppliers navigate labor pressure, rising costs and shifting guest preferences in a $10 billion market. The research highlights where sales happen, how operators are investing and why alcohol is becoming a bigger driver of visits and profitability.

Why it matters: - Food and beverage remain key differentiators for hotels and other lodging properties in a $10 billion adult beverage market. - Low-labor formats like kiosks and self-serve markets can help operators meet consumer demand for convenience while reducing service strain. - Strong adult beverage programs can support guest loyalty, differentiation and margins as costs and labor pressures rise.

What happened: - Technomic released its 2026 Adult Beverage in Lodging Multi Client Study on August 18, 2026. - The study examines consumer lodging visitation, alcohol preferences, operator challenges, priorities and adult beverage strategies. - The research is designed to help lodging operators and suppliers identify growth opportunities across property tiers and service areas.

The details: - 87% of adult beverage sales occur in three service areas: bars and lounges, banquets and catering spaces, and full-service restaurants. - 74% of operators view alcohol as a strategic driver of visits, sales and profitability. - 41% of operators increased investment in full-service restaurants to improve guest satisfaction scores. - More than six in 10 business guests prioritize adult beverage brands at a hotel. - Just under half of leisure guests prioritize adult beverage brands at a hotel. - The study covers bars, restaurants, poolside concepts and room service. - Technomic said the report also looks at consumer preferences and operator strategies across property tiers and service areas.

Between the lines: - The study points to adult beverage as a revenue lever, not just an amenity. - Operators appear to be balancing guest experience with lower-cost, lower-labor service models. - Investment in full-service restaurants suggests some lodging brands are trying to lift satisfaction scores through a more visible food and beverage experience.

What's next: - Lodging operators and adult beverage suppliers can use the study to identify where guest demand is strongest and where new service models may work best. - The findings may shape future investment in bars, restaurants, self-serve options and room service. - Technomic will continue to market the study as a planning tool for food and beverage growth.

The bottom line: - Adult beverage is emerging as a core business strategy for lodging operators trying to grow sales, improve guest experience and manage labor costs.